Playbook

Strategy workflows in Works

What does the Strategy playbook in Works do?

With the Strategy workflows, you learn about your market and your customers. You choose which customers to focus on. You make a plan to reach your goals.

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What it covers

Each workflow on this page gives you one output. These workflows are in four groups. In Markets and Customers, you size your market and rank your customer segments. You also define your ideal customer, research what your customers need and profile each buyer. In Competitive Positioning, you profile your main competitors. You also write your value proposition and your positioning statement. In Plan and Budget, you build a plan for the year. In Goals and Metrics, you set objectives and key results (OKRs). Pick a workflow below to see its questions, its stages and what you get.

Workflows

The jobs in this playbook

Define Ideal Customer Profile A one-page ideal customer profile built from data on your best customers, so your team can check each new lead against it.Define the Value Proposition Find the outcomes your customers pay for. Test three to five versions of your value proposition with customers, and approve one. Add three to five facts that prove it, such as customer results with numbers.Research Customer Needs Research the needs of 10 or more customers or prospects. You get a ranked list of their top needs and three to five recommended changes to product, messaging or sales.Identify and Prioritize Segments Choose four to five criteria to compare your customer segments, and give each criterion a weight. Then choose a primary segment and a backup segment from the ranking.Develop Buyer Personas Get a profile of each person in the buying decision. Each one comes from interviews with recent customers and has a one-page card for sales calls.Size the Market Estimate how big your market is, how much you can serve and how much you can win. Each figure lists its sources and a confidence rating.Profile Key Competitors Profile the three to five competitors that appear most often in your deals. Each profile covers positioning, pricing, strengths and weaknesses, with sources.Write the Positioning Statement Write three or more drafts of your positioning statement. Test the best draft with five customers. Your leaders agree on the final version.Build Annual Plan Build an annual business plan from your goals. Each initiative gets one owner and dates. The plan is checked against your budget and team time.Set Up OKRs Set objectives and key results (OKRs) from your annual goals. Each objective gets measurable key results and an owner.
How they connect

Identify and Prioritize Segments uses the market size from Size the Market. Define Ideal Customer Profile uses your ranked segments. Develop Buyer Personas, Research Customer Needs, Define the Value Proposition and Write the Positioning Statement use your ideal customer profile. Define the Value Proposition also uses your customer needs and your competitor profiles. Write the Positioning Statement also uses your value proposition.

Run a Strategy workflow on your business

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