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KeyNova Sales & Marketing Playbook

Mission: Carpet-bomb the Indian hospitality industry with the most modern, India-native, all-in-one property platform — capturing share from eZee, IDS Next, Hotelogix, Djubo/Stayflexi, and Oracle Opera across hotels, resorts, restaurants, PGs, homestays, and short-stay rentals.

This folder is the single source of truth for everything the Sales, Marketing, Partnerships, and Customer Success teams need to take KeyNova to market. It is intentionally opinionated: every document below is meant to be used, not just read.

How to use this playbook​

If you are a...Start here
CEO / Founder00-overview/master-strategy.md → 08-metrics/kpis-and-targets.md
Head of Sales03-sales-playbook/sales-process.md → 09-team/org-and-comp.md
Head of Marketing04-marketing/marketing-plan.md → 04-marketing/events-and-channels.md
AE / Inside Sales Rep03-sales-playbook/demo-script-and-discovery.md → 05-sales-enablement/battlecards.md
SDR / BDR01-market-analysis/icp-and-segmentation.md → 03-sales-playbook/objection-handling.md
Partnerships Lead06-partnerships/channel-strategy.md
Customer Success Lead07-success/onboarding-and-retention.md

Folder structure​

sales-and-marketing/
├── 00-overview/                # Strategy + India market context
│   ├── master-strategy.md
│   ├── product-positioning.md
│   └── india-market-context.md
├── 01-market-analysis/         # Who we sell to, who we beat
│   ├── icp-and-segmentation.md
│   ├── market-sizing.md
│   └── competitive-landscape.md
├── 02-go-to-market/            # How we attack the market
│   ├── gtm-playbook.md
│   ├── pricing-and-packaging.md
│   └── launch-plan-90-days.md
├── 03-sales-playbook/          # The selling motion
│   ├── sales-process.md
│   ├── demo-script-and-discovery.md
│   ├── objection-handling.md
│   └── proposal-templates.md
├── 04-marketing/               # Demand generation
│   ├── marketing-plan.md
│   ├── content-and-seo.md
│   ├── events-and-channels.md
│   └── brand-and-messaging.md
├── 05-sales-enablement/        # Tools for reps
│   ├── battlecards.md
│   ├── pitch-deck-outline.md
│   └── roi-calculator-spec.md
├── 06-partnerships/            # Channel + ecosystem
│   └── channel-strategy.md
├── 07-success/                 # Onboard, retain, expand
│   └── onboarding-and-retention.md
├── 08-metrics/                 # What good looks like
│   └── kpis-and-targets.md
└── 09-team/                    # People + structure
    └── org-and-comp.md

The "Carpet Bomb" thesis in one paragraph​

The Indian hospitality SaaS market has 180k+ addressable properties (hotels ≥10 keys, resorts, serviced apartments, PGs/coliving, F&B outlets, organised homestays). Incumbents are split into two camps: (a) legacy on-prem players (IDS Next, Shawman, Innkey) with sticky enterprise accounts but tired UX, and (b) point-cloud SaaS (eZee, Hotelogix, Djubo) that solve one slice well but force operators to stitch 4–6 vendors together. KeyNova's wedge is a single modern platform — PMS + POS + channel + payments + analytics + guest CRM + banquets + spa + housekeeping + asset/PPM + revenue-management — that is India-native by default (e-invoice, GST, DPDPA, UPI/Razorpay, Hindi/Tamil/Telugu) and mobile-first for owners who run their property from a phone. We win by hitting every channel simultaneously — direct enterprise sales, inside-sales for SMB, channel partners (hardware vendors, consultants, OTA reps), product-led trials for homestays/PGs, and a content engine that becomes the default Google answer for "best PMS India" inside 12 months.

Operating cadence​

  • Weekly — pipeline review (Mondays), marketing standup (Tuesdays), win/loss review (Fridays)
  • Monthly — board metrics, comp recalibration, content/campaign retro
  • Quarterly — segment-wise OKR review, pricing review, competitive teardown refresh, channel-partner QBR

Living document policy​

Every doc in this folder carries a Last reviewed: line at the bottom. If you're touching the underlying strategy, update the doc in the same PR. If you find the doc is stale or wrong, fix it — do not work around it. The whole folder exists to be edited, not preserved.

Cross-references use [[Doc Title]] style internal links so we can later migrate to Docusaurus IDs without breaking anything.

Last reviewed: 2026-05-16 (initial draft)