Guide · Updated Nov 11, 2026
How to spread what your top reps do.
Find the moment where your best rep wins more often, name the exact move, and have enablement approve it as a play. Get it to every rep right before that moment. Then compare reps who have it with reps who don’t have it yet, and keep only what holds up.
01
Which moment decides your deals?
Start with one moment, not the whole funnel: the first call, the pricing call, the second stakeholder. Compare reps within the same segment, so a good territory doesn’t pass for skill. On the sample team, Andie Benjamin wins 58% of first calls where she tells one customer story; the rest of the team wins 27% (sample data).
02
What exactly does your best rep do?
Read the calls behind the wins, and the matched losses too. Andie’s move has three beats: one customer like the buyer, the moment it broke, one number. Then she asks, “Does any of that sound like you?” A move you can’t say in one sentence isn’t ready to teach.
03
How does a move become a play?
Your enablement lead edits the words, picks the reps and approves it. No rep sees a play nobody approved. Each rep gets it about 30 minutes before the matching call, by email, calendar note or deal card. New reps learn more from strong peers than from their own mistakes (Chan, Li & Pierce, 2014).
04
How do you know it worked?
Roll the play out in waves, in an order picked at random, and compare each wave with reps who don’t have it yet, in the same weeks. Show the likely range, say “too early to tell” when it is, and keep the play only if it holds up.
Sources
Where these claims come from
Study · Rosenbaum & Rubin, Biometrika, 1983 Study · Chan, Li & Pierce, Marketing Science, 2014 Study · Hemming, Haines, Chilton, Girling & Lilford, BMJ, 2015 Sample · Northwind Sales, sample data, not a customer result
Try it on your own calls.
Three plays from your best reps’ calls, drafted for kickoff. Free, read-only.