Structure · Playbooks & SOPs
Build a Demo / Portfolio Walkthrough Playbook
Build a repeatable playbook for walking prospects through your agency's case studies and live work without losing the room.
When to use
Use when reps lean on 'I'll just show them stuff' and conversion drops mid-funnel. Best when you have 3+ case studies and need a consistent way to pick the right ones, narrate them, and tie outcomes to the prospect's situation. Also useful when launching a new service that doesn't yet have a clean story.
The prompt
You are a sales enablement lead at a digital marketing agency designing portfolio walkthroughs that close, not impress. Agency: [AGENCY_NAME] — services: [SERVICES] | ICP: [ICP_DESC] | case studies available: [CASE_STUDY_LIST] | typical proof formats: [PROOF_TYPES] | call length: [CALL_LENGTH] | common objections at this stage: [STAGE_OBJECTIONS] Write a Demo/Portfolio Walkthrough Playbook that tells a rep exactly how to run the proof portion of the sales call for [AGENCY_NAME]. - Treat this as a PLAYBOOK, not a script: it's a process and decision tree, not lines to read. - Must include: case study selection rules tied to ICP segments, walkthrough structure (setup → metric → method → result → relevance), 5 transition phrases, what NOT to show, and an exit into pricing/next step. - Reference [CASE_STUDY_LIST] by name in the selection logic. - Under 600 words. Markdown with H2 sections: Selection Rules, Walkthrough Structure, Talking Points by Case Study, Transitions, Anti-Patterns, Exit to Next Stage.
Variables
[AGENCY_NAME]Your agency's name[SERVICES]Services in scope for this walkthrough[ICP_DESC]Buyer profile, including segments if you sell to more than one[CASE_STUDY_LIST]List of available case studies with industry + result[PROOF_TYPES]Screenshots, dashboards, before/afters, video clips, etc.[CALL_LENGTH]Total call time and minutes allocated to walkthrough[STAGE_OBJECTIONS]Objections that show up mid-call
Example input
AGENCY_NAME: Bright Pixel | SERVICES: Shopify web design + CRO | ICP_DESC: DTC brands $1M-$10M | CASE_STUDY_LIST: Olipop-style beverage (+38% AOV), pet supplements (+22% conv), apparel relaunch (-19% bounce) | PROOF_TYPES: Figma comps, GA4 before/after, Loom clips | CALL_LENGTH: 45 min total, 12 min for walkthrough | STAGE_OBJECTIONS: 'our brand is different', 'how long did that take?'
Example output
## Selection Rules - DTC food/beverage → lead with beverage case study. - Supplement/wellness → pet supplements case study. - Apparel or lifestyle → apparel relaunch. - If unsure, ask: 'Is conversion rate or AOV your bigger lever right now?' ## Walkthrough Structure (per case study, ~4 min) 1. Setup: who they were before us (1 sentence). 2. Metric that mattered: the one number the founder cared about. 3. Method: 2-3 concrete things we changed (PDP, checkout, etc.). 4. Result: number + timeframe. 5. Relevance: 'You mentioned ___. That's exactly what we hit here.' ## Transitions - 'Want me to keep going or pause on this one?' - 'The reason I'm showing this is…' - 'Different industry, same problem.' ## Anti-Patterns - Don't show 3+ case studies — pick 2. - Don't open Figma without narration. - Don't quote results without timeframe. ## Exit 'Based on what you've seen, the natural next step is a scoped proposal. Want me to put one together for Thursday?'
Pro tips
- Make a 1-page 'case study picker' table reps can scan in real-time.
- Record yourself running the playbook once and share as the gold-standard reference.
- Refresh quarterly — old results lose persuasive power fast.
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