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Best Practices for
Template & Campaign Management
15 minutes to read
15 minutes to read
Templates and campaigns allow you to transform your Sales Playbook into a digital form so instead of collecting dust, your reps are using it in their sales process daily! As your team adoption quickly takes off, templates and campaigns become an incredibly powerful in driving consistent results, better productivity and giving you data to improve your messaging.
We want to make sure you get off to a great start with Tout. If you’ve been using Tout for a while and want to think critically on how to improve the value your get from the system we will show you how to get the most out of templates and campaigns. Reps and admins can create and share templates, so it’s important to adopt a hybrid approach of bottoms up (or crowdsourcing) and top down (prescribing the messaging the team must use) to managing templates.
This is where the magic happens. Keep reading to learn more about the different approaches you can use to get the most our of your Tout and our of your Team.
Our recommendation is to build out a framework of categories in ToutApp that align with your playbook. This involves creating categories for each of your sales stages and the key areas of your playbook for reps to prospect more effectively & move their deals forward. By building out your core categories you’ll have a solid foundation and structure within Tout.
New Hire Templates: Basic prospecting templates with your value prop. Teaches new reps how to craft emails.
Persona Based: The key roles you are targeting with messaging personalized to role based challenges, goals, initiatives (i.e. BASHO Emails -WYWYN)
Account Based: Targeted messaging based on industry, vertical, product line, company level challenges, goals, initiative, supporting case studies and collateral
Map to Your Sales Stages & Methodology: Sandler, Challenger, Customer Centric, etc. Use your sales stages as category names and include the key deliverables and relevant messaging/ content for each stage
Align with your Sales Playbook: Objections, Competitive, Deal Plays/ Strategy (Driving urgency, deal goes dark) AE/SDR handoff
Outbound Prospecting Categories: Trigger events/ social (M&A, New Role, Recent Article)
Inbound: Lead Source, Tier, Common Resources
Enablement/ Marketing Templates: Product Releases, Case Studies, Field Events, Collateral
Template Committee: Category of blessed or pre approved templates
Testing Templates: Category where reps can drop in successful templates
Many teams will find the number of templates across their account will skyrocket. (Especially if you’re team has been using Tout over the years). If you are just getting started with Tout or have been a long time customer, our top recommendation is to build out your core categories for template and campaign organization.
Once you build out the structure for your categories that’s when it becomes easy to effectively manage collaboration of templates and campaigns. Keep in mind all reps and admins can create and share campaigns so you’ll want sharing streamlined and messaging easy to find. If you put in the framework now, it makes using analytics to identify messaging that much more powerful because you can quickly identify what’s working and what’s not within each stage or area of your playbook.
It’s important to incorporate a bottoms up approach for creating templates and campaigns to gather what’s working for your reps on the front lines to elevate your entire team. Marketing and leaders can proactively farm and package up content/ messaging that is working well for the sales team. That’s looking to top reps to capture the messaging they have crafted and adopted by harvesting that messaging through the analytics and continue to review proactively.
Pick your 5 top reps and have them save their emails or share their templates into a New Template Testing Folder that you can share out and standardize the best messaging sourced from top performers. The best messaging comes from your reps. Think about your tops reps and what messaging they use in the trenches to move buyers through the sales process. Ask them questions like “What emails do you send when you are working a deal?” and “What of your own collateral or marketing collateral are you using?”
Once team templates are available, every rep can quickly search for the top performing messaging right from their inbox.
Establish an internal ToutApp Team who will be responsible for monitoring templates & collaboration.
Once you have your playbook in ToutApp and have tested messaging, try setting up template recommendations for your top performing templates.
Check out this video and guide to learn how to create templates, best practices for Prospecting and Closing templates, and actionable tips for building sales emails.
Check out this video and guide to learn how to build campaigns, best practices, and actionable tips.
Check out the complete guide to Accelerate Your Sale With a Digital Sales Playbook. The video and guide will take you through the mechanics of digitizing your playbook in Tout so your team can leverage it where they live everyday. Learn more tactics to and best practices to get your end users on the optimal path for adoption and using Tout analytics to measure and improve.