The VP Sales Playbook for B2B Service Firms

Your First 90 Days

Days 1-30: Diagnose

• Audit the existing pipeline and conversion rates
• Interview every customer-facing team member
• Map the current sales process end-to-end
• Identify the top 3 revenue leaks

Days 31-60: Design

• Define or refine the ICP
• Build the sales playbook
• Set up CRM and reporting dashboards
• Establish weekly pipeline review cadence

Days 61-90: Execute

• Launch outbound sequences
• Implement qualification framework
• Start coaching 1:1s with reps
• Report first results to leadership

Key Metrics to Track

• Pipeline coverage ratio (target: 3×)
• Sales cycle length
• Win rate by deal stage
• Average deal size
• Revenue per rep