The Asymmetric sales playbook is a set of working documents that define how the B2B outreach motion operates — covering goals, messaging templates, call guidance, and the company's core value proposition. It is designed as a living reference that reps can read independently and propose edits to as the process matures.
Source: Discussed in the [1] sales meeting between Mark Hope and Jacob Jones.
Defines measurable objectives and key results for the sales function. Intended to give reps a clear picture of what success looks like and how their activity maps to company goals.
Ready-to-use starting points for the three primary outreach channels:
Templates are meant to be adapted, not followed verbatim. Reps are encouraged to flag gaps or suggest improvements.
A dedicated section covering common prospect objections and recommended responses. Helps reps stay composed and consistent when pushback arises during cold outreach.
Describes what makes Asymmetric's offering distinct in the market — the "asymmetric" angle that justifies outreach and anchors messaging across all channels. This section appears at the top of the playbook and should inform how reps open conversations and frame benefits throughout the sales cycle.
The playbook defines four initial outreach segments to focus effort:
| # | Segment | Rationale |
|---|---|---|
| 1 | Food & Beverage | First list loaded; Great Lakes region; 159 contacts in HubSpot |
| 2 | Environmental Services | Identified as a strong vertical fit |
| 3 | Southern Wisconsin Businesses | Local proximity angle ("we're your neighbor") |
| 4 | Clay Local Search (future) | Geographic radius pulls for smaller service companies (e.g., HVAC) not in ZoomInfo |