From a playbook in a drawer to a method in daily work.
SalesDNA runs in a cycle of five steps. Within every building block you work in five fixed steps, with several teams each team executes the organization's SalesDNA, and every quarter part of your DNA comes around for review.
Five steps, every year again.
The playbook is never finished. What you learn from the work comes back in the next version.
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01
Capture
The commercial leader fills the building layers, for example the promise, the phases, the win points, the weekly rhythm, the roles and the KPIs per phase. Per building block you write it yourself or let AI draft a proposal from what you already have. A building block that does not fit you, you deliberately skip, with a reason.
- You start empty, without sample content to clean away. Three questions under "Where do you stand?" lead to a starting advice and a 90-day plan, as a draft in the SalesDNA planning
- Tips, examples and your own documents help you fill things in
- The SalesDNA planning under Settings lists who fills in the open building blocks and when, with the lists Deliberately skipped and Pick up later
- With watch along your sales team reacts per part during the build with Correct, Question or Proposal, by name or anonymously from four watchers. An accepted proposal goes into the draft, never straight to confirmed
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02
Roll out
What you confirm becomes a living playbook with version control. With the template builder you turn it into a sales process playbook, onboarding guide, kickoff deck or card set and share it with your team.
- A document is draft, final or shared. If the content changes after final, it says "Changed since final"
- Sales reps read along through a personal share link, without an account: 7, 30 or 90 days, can be extended and revoked
- Shared versions are frozen until you share again; every print stays in the history
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03
Execute
Account managers, inside sales and dealers work with the documents you share and in their own CRM. Win points and contact cadence become the norm for every customer appointment, not a separate to-do.
- Playbooks, segments and contact cadence from your SalesDNA as a guide in daily work
- With several sales teams, each team executes the organization's SalesDNA, with its own additions and a margin on numbers. See organization and teams
- Under Implementation: Scan, Plan and Sprints of 2, 4, 6 or 13 weeks, or from date to date. A building block counts as implemented as soon as its action in the Plan is set to Done. The Implementation instructions in the Help center say per building block how your team implements it
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04
Collect signals
SalesDNA does not measure figures or KPIs. The KPIs per phase, with norms, measurement source and owner, you capture yourself in building layer 7. What SalesDNA does do: collect and analyze signals from the work. That way you see where the method pinches in practice or where something is missing.
- The pulse survey and watch along show what your sales team thinks of the method
- Customer feedback after a win point puts promise next to experience
- Onboarding feedback after 30 and 90 days shows what new colleagues missed
- Win/loss tests the reasons against your SalesDNA from three deals
- Meeting and conversation notes and coaching conversations deliver action items, signals and trends
- The scan shows per building layer how many building blocks are confirmed, what is still open and what you deliberately skip
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05
Learn and adjust
The quarterly check, win/loss, customer feedback and the trends the note-taker sees in your meetings feed the next version. If you change something early on, the building blocks that build on it are ready for review.
- Old and new side by side; you decide per building block
- What analyses show becomes a learning point in Sales development; with Coaching you follow per person whether it lands
AI suggests. You confirm.
Every building block has the same structure: on the left the content with the button Edit, on the right five panels that help you fill in and maintain it: 1 Tips, 2 Suggestions, 3 Examples, 4 Ask Dex and 5 Notes & tasks. With Collapse panels only the content remains; next to the title is "How this works". There is no button to accept everything at once.
- 01
Use, later or skip
On an empty building block you choose Write it yourself, Later (in a week, a month or a quarter) or Skip. Skip asks for a reason, shows what depends on it and can remind you in six months. You can always put it back in use.
choice - 02
Write or have a proposal drafted
Write it yourself, or use tips and documents for an AI proposal. In a list you drag lines into the right order, with the mouse or the keyboard.
proposal - 03
Save as draft
You can always save in between. A draft does not count yet.
draft - 04
Confirm
Only after confirming does the content apply. It comes back in other building blocks, workspaces and templates, and counts toward your progress.
confirmed - 05
Maintain
The timeline keeps every version. If a source earlier on changes, the building block is listed under Review after changes, with old and new side by side. You decide.
review
- A bar to the previous or next building block, across the building layers
- Notifications in the app and by email, on or off per type
- Watching along by the SalesDNA team if you want help; nobody changes anything and personal data stays closed
Six questions per quarter. Twenty minutes.
A SalesDNA that is not maintained ages just as fast as a PDF. Everything for the rhythm is in the menu under Rhythm. The quarterly check, 1 of the 8 rhythm options, asks six different questions every quarter, so the whole SalesDNA comes around once a year.
Direction and market
- Account matrix and industries
- Promise, ambition and channels
- Prospecting norms and team
The process
- Phases and handovers
- Win points and customer journey
- Quote follow-up and KPIs
The rhythm
- Regions and contact cadence
- Weekly rhythm and prospect mix
- Up- and cross-sell, meetings
The people
- Roles and job profiles
- Training, conversations, onboarding
- Core values in behavior
Per question you choose CorrectAdjustWith a coach
If you choose Adjust, the check is only complete once you have actually updated that building block. If you want to do it together, a coach from the SalesDNA team schedules the conversation with you.
Everything you do makes your DNA better.
Meetings, conversations and coaching with your people, profiles, applications, onboarding, the opinion of your team and your customers, and the outcome of deals. SalesDNA analyzes that information and puts the result where you can act on it.
- UseYour team works according to the SalesDNA; you run meetings, conversations, coaching, applications and onboarding tracks in SalesDNA.
- AnalyzeAI or fixed rules look for patterns, signals and gaps.
- SuggestAn addition or signal in panel 2, a task in panel 5, a notification, or "possibly outdated".
- ConfirmYou decide what you take over. Confirming creates a new version, and what depends on it comes under Review after changes.
Four examples of building blocks that move along
- Win pointsThe moments where you do things just a little differently from the rest are fixed, and customer feedback shows whether the customer experiences it that way too.
- Weekly rhythm visitsWhat a normal week of visits looks like, so your team knows what is expected and you do not have to keep explaining it.
- Job profilesBuilt from your own SalesDNA. If a building block changes, you see right away that the profile may be outdated.
- KPIs per phasePer phase you steer on, with norm, measurement source and owner, so the conversation is about numbers that belong to your process.
Eight rhythm options that keep your DNA alive
- Quarterly check six questions per quarter, twenty minutes
- Win/loss after every deal: does practice confirm the method?
- Pulse survey your team says anonymously what works
- Watch along reactions from your team during the build
- Customer feedback promise next to experience, per win point
- Onboarding feedback after 30 and 90 days from new colleagues
- Review after changes what changes early on, you see further down
- Sprints actions from your plan in blocks of 2 to 13 weeks
Every option produces a proposal. You decide what you take over.
From learning point to coaching conversation
What analyses show now also becomes a learning point for your team: in Sales development you put it in the yearly schedule, and with Coaching you follow per person whether it lands in practice. Every coaching conversation becomes conversation notes, and so a source for the next improvement.
About the workspace CoachingThe organization decides the SalesDNA. A team executes it.
If your organization has several sales teams, you switch the teams on under Settings, Team execution. There are then exactly two levels, no business units or building layers in between. Every team has one person responsible, usually a sales manager. What the team does not touch follows the organization, also after a change.
- Decides · the organization captures the SalesDNA and chooses per building block how much room a team has. Sales foundation, phases, win points, roles and job profiles are always fixed
- Executes · a team adds its own lines, or adjusts something with a reason and, if needed, an end date. For numbers such as the weekly rhythm, a margin around the organization's number is free
- Stays in line · if the organization changes something a team did differently, the team chooses in My team: keep our choice or adopt
You work in, My team and Teams overview
- You work in · choose the organization or a team; the building blocks then show what that team does differently
- My team · what the organization changed, what is still to confirm, the team's plan, the latest team meeting and the people
- Teams overview · per team the status of every building block, good practice you adopt for everyone with one button, and what to look out for. AI can compare the teams, without changing anything
- Sales manager with a team · works out the SalesDNA for their own team and only sees the people, notes, conversations and coaching tracks of that team
The explanation in the app. The workshop at the table.
- Instructions (Help center) · per building layer what you capture and why, and for every building block an instruction article: how to approach it, a good example, what to look out for and how to keep it current. You also open it from panel 1 and with "How this works" next to the title
- Implementation instructions (Help center) · the five steps from capturing to implementing, and per building block how your team implements it, with a first action for the Plan and questions for the team meeting
- Knowledge base (in the menu) · all documents you uploaded, per building layer and building block: open, download and look inside with summary, quotes and text, and see where they were used as a source. With your templates alongside
Workshops with your sales team deliberately take place outside SalesDNA: at the table, with pen and paper. From Tips on every building block you go to the workshop of that building layer. Afterwards you capture the outcome in the building block yourself, or you upload the notes with Dex. If you want to know in between what your team thinks, you use watch along.
For the workshop, the Help center gives you per building layer
- The manual for the workshop
- A checklist for the facilitator
- An invitation email for your team
- An action plan form
- An evaluation form
Build the first building layer of your SalesDNA. Together, in 30 minutes.
You tell us how you sell, we capture it in building layer 1. After that you know whether SalesDNA fits your organization.
- No preparation needed
- Data in the EU
- Confirmation within one working day
- You pick a timeRight in the form, in two steps.
- We confirm by emailWith two short questions about your team and your current playbook.
- Together we build building layer 1Your promise and ambition, captured in SalesDNA.