Your strategy. Your plays. Built by AI.

When we launched Sales Playbooks late last year we had a thesis: SDRs shouldn’t have to figure out who to call, why they matter, or what to do next. That context should already be there: structured, prioritized, and ready to execute.

The response validated everything. Teams using Playbooks started hitting their pipeline numbers with less ramp time, less guesswork, and more consistency across reps. Managers told us it changed how they coached. SDRs told us it changed how they started their mornings.

But we kept hearing one thing from Sales Leaders:

The out-of-the-box Plays are great. But I need Plays that match how my team actually sells.”

Every sales organization runs a different motion. Some are hyper-focused on competitive displacement. Others prioritize campaign follow-up or closed-lost recovery. Some run vertical plays, territory plays, or event-driven plays that shift quarter to quarter. The out-of-the-box Plays were a strong foundation—but they couldn’t capture every team’s strategy.

That’s exactly the problem the Playbook Configuration Agent solves.

What can you build?

Demandbase AI supports a growing library of Play types. A few examples managers are already creating:

• Decision makers responding to campaigns — surface buying group members who’ve engaged in the last 7 days
• Re-engaging closed-lost accounts — accounts where interest has returned after a lost deal
• Intent without website visits — accounts researching off-site but haven’t hit your owned properties
• Campaign responses with no sales touches — warm contacts marketing influenced but sales hasn’t reached
• Competitive engagement — accounts showing intent on rival keyword sets
• Stalled opportunities with new signals — stuck deals showing renewed engagement

Every Play is powered by the same signal engine behind Demandbase’s account intelligence — intent, web activity, campaigns, buying group roles, and CRM context. Generated, refined, and deployed in minutes.

How it works

The AI experience lives inside the Homepage and People tab. Here’s what a typical flow looks like:

1. Describe your goal

A Sales Leader types something like: “Create a Play for decision makers responding to campaigns in the last 7 days” or “Show me accounts in California with greater than 150M revenue that are currently in MQA stage.”

No filter menus. No report builders. Just a clear statement of strategic intent.

2. Demandbase AI builds the Play

Behind the scenes the agent translates the goal into precise data filters: buying group roles, campaign activity, intent signals, engagement recency, pulling from both first-party and third-party data. The agent then takes those results and structures them into a Play: criteria, columns, metadata, and surface eligibility.

Enter Canvas Mode. A full-screen AI experience with the your conversation on one side and your preview table and live selectors on the right hand side.

The manager sees a live preview of the Play directly in chat: sample rows, key dimensions, and the logic powering it, before anything is saved.

3. Refine if needed

Not quite right? Adjust in plain language. “Narrow this to enterprise accounts only” or “Add a column for Journey Stages.” The agent refines in real time, keeping the conversation going until the Play matches your intent exactly.

4. Save and deploy

Once confirmed, the Play is saved into an existing Playbook or a brand-new one. It’s immediately live for SDRs on the Homepage and People Tab; no staging, no waiting, no handoff to another team.

Why this matters

If you manage an SDR team, you know the gap. You have a strategy for how your team should prospect. But translating that into something reps follow consistently, at scale, without constant coaching — that’s always been the hard part.

Your strategy becomes the workflow. Describe your plays once in natural language. Your reps don’t interpret the strategy — they execute it.

You adapt without rebuilding. Updating a Play is as simple as telling Demandbase AI what’s different. No report reconstruction. No filter archaeology.

Your team starts every day with clarity. SDRs see exactly who to work, why now, and what to do. That’s not just efficiency — it’s confidence.

“Impeccable. Game Changer. Answers all my dreams.” — CaseIQ

“We just spent 10 minutes building a competitive takedown playbook entirely inside this interface. With a simple prompt “Show me known people visiting pages where the URL contains …, we created new plays and pushed it live to the SDR team.” — SDR Director, Demandbase

What you get at launch

This isn’t a beta or a phase one. This is the full platform. Here’s what’s shipping:

• Multi-Play creation from a single goal — describe a full GTM strategy in one prompt and Demandbase AI generates multiple Plays across a Playbook
• Governance and permissions — control who can create, edit, duplicate, and deploy Plays and Playbooks using Sales permission sets, separating manager configuration from seller execution
• Team and territory assignment — assign Playbooks to specific SDR pods, AE teams, verticals, or territories so every rep sees only what’s relevant to them
• Minimized and Canvas Mode — Two UI modes of Demandbase AI to suit your building needs. Minimized; quick and easy. Fullscreen; involved and controlled.
• Full manual configuration — a guided setup wizard for creating and editing Plays directly, ensuring Playbook configuration is accessible whether you prefer AI, direct setup, or both
• Global Playbook defaults — system-owned baseline Playbooks shared across relevant users, with duplicate-to-custom behavior for teams that want to personalize

Demandbase AI is the engine. And we’re just getting started with what it can do.

From order of ops to your playbook

What started as an internal set of Salesforce dashboards for our own SDR team has become something far bigger. Sales Playbooks turned that motion into a product. Now, Demandbase AI puts the creative power in your hands.

You know your market. You know your team. You know what signals matter. Now you can turn all of that into AI-powered workflows your reps execute every single day.

Your plays. Your way. Built by AI and deployed where it matters.

Ready to build your first custom Play?

See Demandbase in action