A commercial playbook is strategy turned into a working method. It says what gets done, who does it, what it costs, how it is measured and when. If the team doesn't use it every week, it isn't a playbook: it's a document.
The problem: a strategy nobody executes the same way
Many companies in the Dominican Republic have a strategy. It lives in a board presentation, in the general manager's head or in the annual plan. What they don't have is the translation of that strategy into what each person does on Monday morning.
The result shows up day to day:
- Each salesperson presents the offer their own way.
- Objections are handled according to each person's experience.
- Marketing (mercadeo, as it is called locally) and sales work on different calendars.
- The agency gets scattered requests instead of a brief.
- Nobody knows which action worked and which didn't, because there is no shared dashboard.
The commercial playbook closes that gap between deciding and executing. It doesn't replace the strategy or the team's judgment: it gives them a common framework so each person knows what they own and how it will be measured.
What a commercial playbook is
A commercial playbook is the operating document that turns a marketing and sales strategy into concrete actions. It can be comprehensive, when it covers the whole commercial model, or specific, when it focuses on a launch, a segment, a channel or a team.
We build it in two layers:
Method layer
What is common to the whole company: priority segments, value proposition, message architecture, sales process, qualification criteria, follow-up cadence and KPIs.
Local layer
What changes by market, area, channel or team. In the Dominican Republic, the local layer typically distinguishes Santo Domingo, Santiago and the Cibao (the northern region), and Punta Cana and the East, or modern trade from the traditional channel.
Action sheets
The heart of the playbook. Each action has a sheet with owner, cost, KPI and date. If any of the four is missing, the action doesn't go in.
Dashboard and governance
What is measured, from which source, who reviews it and how often. Who decides what across leadership, the sales team, the agency and suppliers.
Execution budget by period
What it costs to execute the playbook, period by period, so leadership approves with the number in front of them.
How a commercial playbook is built
A playbook isn't written from scratch. It is built on a diagnostic. Diagnostic before playbook: we don't write a plan for a problem we haven't defined.
- Diagnostic and strategy. Market, problem, segments, decision-makers, channels, positioning, strategic thesis and baseline. Without this phase, the playbook rests on assumptions.
- Designing the method layer. Sales process, messages, sales narratives by segment, objections and battlecards.
- Designing the local layer. Adaptation by area, channel and team.
- Action sheets. Every action, with owner, cost, KPI and date.
- Dashboard, governance and budget. How it is measured and who decides.
- Kick-off. Sessions with the sales team and with whoever executes, so the playbook is in use from day one.
In our method, steps 2 to 6 are Phase 2, Playbook. It is contracted separately and only after Phase 1 is closed.
Sales enablement: making sure the team knows how to use it
A playbook without training stays in the folder. That is why we pair it with the pieces of the playbooks and sales enablement practice area:
- Sales narratives and talk tracks: the sales pitch by segment, objections and the sequence of the sales conversation.
- Demos and sales presentations: structure, script, proof and close. The logic, not the visual production.
- Corporate training: training the sales or account team on the playbook, the sales narrative and the sales methodology.
If you need to decide pricing, coverage or team structure before the playbook, start with commercial strategy for companies.
Phase 1: Diagnostic and Strategy
Understand the market and the problem before proposing anything. The baseline is set.
Includes
- Market assessment
- Operational definition of the problem
- Segmentation and ICP
- Map of decision-makers and channels
- Positioning and strategic thesis
- KPI framework and baseline
Deliverable: Strategy document and presentation to leadership.
Phase 2: Playbook
The strategy becomes actions with an owner, cost, KPI and date.
Includes
- Method layer and local layer
- Action sheets
- Dashboard
- Governance
- Execution budget per period
Deliverable: Playbook and kickoff.
Phase 3: Strategic direction
We direct third-party execution and review results against the baseline.
Includes
- Direction of third-party execution
- Periodic review
- Committee with leadership
- Replanning
Deliverable: Periodic report and committee.
Who executes the playbook
The client decides. We direct. Third parties execute. Your sales team, your agency and your suppliers execute the playbook. We design it, brief it and review it.
Many marketing agencies get requests from their clients for a playbook or a sales narrative they cannot sustain alone. For them we build it in white label: the agency signs it and the client remains theirs. We explain it in strategy partner for agencies.
- Branding and identity
- Digital marketing, social media and media buying
- Websites, landing pages and development
- Production of assets, content, audiovisual work and events
- Hiring or outsourcing of personnel
- Campaign execution
We design it, brief it and review it. Whoever produces it today keeps producing it.
What happens after you get in touch
- You book a diagnostic call through Cal.com from contact.
- In the first meeting we review what strategy exists, what documents you have and how the team works today.
- If it is a fit, we send you a Phase 1 proposal, Diagnostic and Strategy. If a solid diagnostic already exists, we review it before proposing anything.
- If it is not a fit, we tell you.
More services for the Dominican market under Dominican Republic.
Frequently asked questions
A marketing plan says what you want to achieve and with which actions. A playbook says how each action is executed: owner, cost, KPI and date, with a shared method for the whole team and a dashboard to review it.
No. Diagnostic before playbook. A plan for an undefined problem is a document, not a strategy. If you already have a diagnostic, we review it and decide together whether it works as a foundation.
No. It includes the brief for each asset and the criteria for reviewing it. Your agency or your team handles production.
It is reviewed period by period, at the cadence set in the governance model. If leadership decides so, in Phase 3 we direct that review and the replanning with the steering committee.
Yes. A specific playbook for one segment, channel or launch can be short. What matters isn't the length of the document, but that every action has an owner, cost, KPI and date.
Turn your strategy into a method
Book a first conversation. We review what you have and, if it is a fit, propose where to start.
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