Prospecting Playbook

Design Leader / UX / UI Design

Smart Plays – Work Smarter. Win Faster.
Smart Plays surface your highest-value opportunities and guide SDRs through proven outreach steps that convert. It’s your sales playbook, automated — helping every rep act like your best rep.

Goal

Design a simple, end-to-end experience to:

• Have an embedded, modular workflow that guides SDRs through prioritized outreach steps—directly aligned with their team’s go-to-market motion.)

• Integrated intent and engagement signals to dynamically surface high-value contacts and accounts, ensuring reps focus on the most impactful opportunities.

•Empowered sales managers with a structured framework that standardizes execution, tracks performance, and improves coaching visibility. 

1.

The Task at hand

Empower SDRs to prioritize and act on high-value opportunities efficiently, while creating consistency and measurable performance across sales teams.

2.

Action

Partnered cross-functionally with SalesOps, PM, and data science to design an embedded, modular workflow that surfaces prioritized accounts and guides reps through manager-defined outreach sequences.

3.

Process

Interviews with SDRs and managers to identify workflow pain points, mapped the sales journey to uncover gaps in    engagement, and co-created interactive prototypes to validate with live users. Collaborated with eng to integrate engagement signals and intent scoring into the PSD homepage

4.

Outcome

Launched “Guided Plays” — an AI-driven, embedded playbook that delivers real-time, ranked contact lists and step-by-step outreach guidance within the sales platform. Reduced SDR context switching by 40%, increased engagement quality, and standardized execution across teams.

Outcome

• Have an embedded, modular workflow that guides SDRs through prioritized outreach steps—directly aligned with their team’s go-to-market motion.)

• 18% higher engagement rate on first-touch emails sent through Guided Plays, compared to prior manual outreach sequences.

• 30% faster onboarding for new SDRs due to standardized playbook flows that embed training directly into the UI.