A sales plan is the first step toward defining your sales strategy, sales goals and how you’ll reach them.
A refined sales plan is a go-to resource for your reps. It helps them better understand their role, responsibilities, targets, tactics and methods. When done right, it gives your reps all the information they need to perform at their highest level.
In this article, we outline what a sales plan is and why it’s important to create one. We also offer a step-by-step guide on how to make a sales plan with examples of each step.
Your sales plan is a roadmap that outlines how you’ll hit your revenue targets, who your target market is, the activities needed to achieve your goals and any roadblocks you may need to overcome.
Many business leaders see their sales plan as an extension of the traditional business plan. The business plan contains strategic and revenue goals across the organization, while the sales plan lays out how to achieve them.
A successful sales plan will keep all your reps focused on the right activities and ensure they’re working toward the same outcome. It will also address your company's specific needs. For example, you might choose to write a 30- , 60- or 90-day sales plan depending on your current goals and the nature of your business.
Say your ultimate goal for the next quarter is $250,000 in new business. A sales plan will outline the objective, the strategies that will help you get there and how you’ll execute and measure those strategies. It will allow your whole team to collaborate and ensure you achieve it together.
Many salespeople are driven by action and sometimes long-term sales planning gets neglected in favor of short-term results.
While this may help them hit their quota, the downside is the lack of systems in place. Instead, treat sales processes as a system with steps you can improve. If reps are doing wildly different things, it’s hard to uncover what’s working and what’s not. A strategic sales plan can optimize your team’s performance and keep them on track using repeatable systems.
With this in mind, let’s explore the seven components of an effective sales plan
To work toward the same company goals, everyone in your organization must understand what your organization is trying to achieve and where in the market you position yourself.
To help define your mission and positioning, involve your sales leaders in all areas of the business strategy. Collaborating and working toward the same goals is impossible if those goals are determined by only a select group of stakeholders.
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To get a handle on the company’s mission and positioning, take the following steps:
These insights can provide context around how your company is currently positioned in the market.
Finally, speak with the team in charge of defining the company’s positioning. Have a list of questions and use the time to find out why they made certain decisions. Here are some examples:
In this section of the sales plan, include the following information:
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Define your revenue goals and the other targets sales are responsible for.
As mentioned earlier, sales goals are usually aligned with business goals. Your boardroom members typically establish the company’s revenue goals and it’s your job to achieve them.
Revenue goals will shape your sales strategy. Use them to reverse engineer quotas, sales activity and the staff you need to execute them.
Break your big-picture revenue goal down further into sales targets and activity targets for your team. Activities are the specific actions you and your reps can control, while sales targets are the results provided by those activities.
In this handbook, we’ll walk you through what your sales strategy needs, plus there’s a free strategy template to get you started!
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Use data on sales activity and performance from previous years to calculate sales targets. You should break this down by pipeline stage and activity conducted by reps across all functions.
For example, how many cold emails does it take to generate a deal? What is the average lifetime value (LTV) of your customer?
Breaking down these numbers allows you to accurately forecast what it will take to achieve your new revenue goal.
This part of your sales plan might include setting goals like the following:
Breaking down your goals into specific activities will also reveal the expertise needed for each activity and any required changes to your organizational structure, which will come into play in the next step.
Within this section of the sales plan, include the following information:
Identify the talent and expertise you need to achieve your goals.
For example, a marketing agency that depends on strong relationships will benefit more from a business development executive than a sales development representative (SDR).
Use the targets established in the previous section to identify who you need to hire for your team. For example, if the average sales development rep can send 20 cold emails a day and you need to send 200 to achieve your goals, you’ll need around ten reps to hit your targets.
Include the information for each team member in a table in your sales plan. Here is an example.
Visualizing each role helps all stakeholders understand who they’re hiring and the people they’re responsible for. It allows them to collaborate on the plan and identify the critical responsibilities and qualities of their ideal candidates.
You want to avoid micromanaging, but now is a good time to ask your existing teams to report on the time spent on certain activities. Keeping a timesheet will give you an accurate forecast of how long certain activities take and the capacity of each rep.
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Within this section of the sales plan, include the following information:
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A sales plan is useless without knowing who to sell to. Having clearly defined customer personas and ideal customer profiles will help you tailor your selling techniques to companies and buyers.
Whether you’re looking to break into a new market or expand your reach in your current one, start by clearly defining which companies you’re looking to attract. Include the following criteria:
Find out as much as you can about their organizational challenges. This may include growth hurdles, hiring bottlenecks and even barriers created by legislation.
Learn about your buyers within those target accounts, learn about your buyers. Understanding your buyers and personalizing your sales tactics for them will help you strengthen your customer relationships.
These insights will change as your business grows. Enterprise companies may wish to revisit their personas as they move upmarket. For small businesses and startups, your target audience will evolve as you find product-market fit.
It’s important to constantly revisit this part of your sales plan. Even if your goals and methodologies are the same, always have your finger on the pulse of your customer’s priorities.
How to communicate target audience and customer segments
Within this section of the sales plan, include the following information:
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Define your sales approach. This includes the strategies, techniques and methodologies you’ll use to get your offering out to market.
This part of your sales plan may end up being the largest. It will outline every practical area of your sales strategy: your sales stages, methodologies and playbooks.
Start by mapping out each stage of your sales process. What are the steps needed to guide a prospect through your deal flow?
Traditionally, a sales process has nine sales stages:
Not all of these stages will be relevant to your organization. For example, a SaaS company that relies on inbound leads may do much of the heavy lifting during the initial meeting and sales demo. On the other hand, an exclusive club whose members must meet certain criteria (say, a minimum net worth) would focus much of their sales activity on referrals.
Map out your sales process to identify the stages you use. Your sales process should look something like this:
To determine your sales methodologies, break each sales stage down into separate activities, along with the stakeholder responsible for them.
With your sales activities laid out, you can do in-depth research into the techniques and methodologies you need to execute them. For example, if you sell a complex product with lengthy sales cycles, you could adopt a SPIN selling methodology to identify pain points and craft the best solution for leads.
Finally, use these stages and methodologies to form your sales playbooks. This will help you structure your sales training plan and create playbooks your reps can go back to for guidance.
Within this section of the sales plan, include the following:
You have the “who” and the “what”. Now you must figure out “when” to execute your sales plan.
A well-structured sales action plan communicates when the team will achieve key milestones. It outlines timeframes for when they’ll complete certain projects and activities, as well as the recruitment timelines for each quarter.
The order in which you implement your sales action plan depends on your priorities. Many sales organizations prefer to front-load the activity that will make a bigger impact on the bottom line.
For example, when analyzing your current sales process and strategy, you may find your existing customers are a rich source of qualified leads. Therefore, it would make sense to nurture more of these relationships using a structured referral program.
You must also consider how recruitment will affect the workload in your team. Hire too quickly and you may end up spending more time training new reps and neglecting your existing team. However, taking too long to recruit could overload your existing team. Either can make a big impact on culture and deal flow.
To complete your sales action plan, get all stakeholders involved in deciding timelines. When applying this to your sales plan, use GANTT charts and tables to visualize projects and key milestones.
A GANTT chart shows you the main activities, their completion dates and if there are any overlaps. Here is an example:
By prioritizing each activity and goal, you can create a plan that balances short-term results with long-term investment.
Within this section of the sales plan, include the following information:
Finally, your plan must detail how you measure performance. Outline your most important sales metrics and activities, how you’ll track them and what technology you’ll need to track them.
Structure this part of your plan by breaking down each sales stage. Within these sections, list out the metrics you’ll need to ensure you’re running a healthy sales pipeline.
Performance metrics can indicate the effectiveness of your entire sales process. Your chosen metrics typically fall into two categories:
The metrics you select must closely align with your goals and sales activities. For example, at the appointment setting stage, you might measure the number of demos conducted.
Each team also needs its own sales dashboard to ensure reps are hitting their targets. Sales development reps will have different priorities from account executives, so it’s critical they have the sales tools to focus on what’s important to them.
Finally, research and evaluate the technology you’ll need to accurately measure these metrics. Good CRM software is the best system to use for bringing your data together.
Within this section of the sales plan, include the following information:
How to track, measure and improve your team’s sales performance
Developing a sales plan involves conducting market research, assessing current sales performance, identifying sales opportunities and challenges, setting measurable goals, creating a sales strategy, allocating resources and establishing a monitoring and evaluation framework.
Make sure that you clearly articulate your value proposition, competitive advantage and growth strategies.
An effective sales plan is an invaluable asset for your sales team. Although you now know how to create a sales plan, you should remember to make one that works for your team. Writing one helps with your sales strategy planning and aids you in defining targets, metrics and processes. Distributing the sales plan helps your reps understand what you expect of them and how they can reach their goals.
Providing supportive, comprehensive resources is the best way to motivate your team and inspire hard work. When you do the work to build a solid foundation, you equip your reps with everything they need to succeed.
In this handbook, we’ll walk you through what your sales strategy needs, plus there’s a free strategy template to get you started!
