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.
What is a sales plan and why create one?
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.
The benefits of a sales plan
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 strategic 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
1. Company mission and positioning
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.
To get a handle on the company’s mission and positioning, take the following steps:
Collaborate with marketing: Your marketing teams live and breathe the positioning of your company. Take the time to talk to each function within the department, from demand generation to performance marketing to learn what they know.
Interview customer success teams: Customer support reps speak with your existing customers every day. Interview them to find common questions and pain points.
Talk to your customers: Customer insights are a foundational part of any positioning strategy. Speak directly with existing and new customers to find out what they love about your product or service.
Read your company blog: Those in charge of content production have a strong understanding of customer needs. Check out blog articles and ebooks to familiarize yourself with customer language and common themes.
Look for mentions around the web: How are other people talking about your organization? Look for press mentions, social media posts, articles and features that mention your products and services.
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:
What important insights from the original target audience research made you create our positioning statement?
What competitor research led us to position ourselves in this way? Does this significantly differentiate us from the crowd? How?
What core ideals and values drove us to make these promises in our positioning statement? Have they shifted in any way since we launched? If so, what motivates these promises now?
How to communicate mission and positioning
In this section of the sales plan, include the following information:
Company mission: Why your company exists and the value you’re determined to bring to the market.
Competition: Who your direct competitors (those who offer similar products and services) and indirect competitors (brands who solve the same problem in different ways) are.
Value propositions: The features, benefits and solutions your product delivers.
2. Goals and targets
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 how you plan for sales strategy development. 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.
9 steps to creating the perfect sales strategy (with free template)
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:
200 total cold emails sent per day
200 total cold calls made per day
25 demos conducted per day
5 new sales appointments made a day
100 follow-up emails sent per day
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.
How to communicate goals and targets
Within this section of the sales plan, include the following information:
Revenue goals: Reverse engineer the boardroom revenue goals to identify achievable sales goals and the number of staff needed to reach them.
Sales targets: Use data on sales activity and past performance to define quotas and metrics for each stage of the sales pipeline.Expertise needed for each activity: What qualities and attributes do your staff need to achieve these predefined activities? How much experience do they need vs. what can be learned on the job?
3. Sales organization and team structure
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.
How to communicate your sales organization and team structure
Within this section of the sales plan, include the following information:
Team structure: These are the functions that make up your overall sales organization. The roles of SDR, business development and account teams must be well-defined.
Roles and responsibilities: These are the roles you need to hire, along with the tasks they’re responsible for. This will help you produce job descriptions that attract great talent.
Salary and compensation: How will the company remunerate your teams? Having competitive salaries, compensation schemes and sales incentives will attract top performers and keep them motivated.
Timeline: Attempting to hire dozens of people at once is tough. Prioritize hiring based on how critical each role is for executing your plan. Take a phased hiring approach to onboard new reps with the attention they deserve.
4. Target audience and customer segments
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:
Industries: Which markets and niches do you serve? Are there certain sub-segments of those industries that you specialize in?
Headcount: How many employees do your best accounts have within their organization?
Funding: Have they secured one or several rounds of funding?
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:
Profile: Include basic information about their role, what their career journey looks like and the common priorities within their personal lives.
Demographics: Add more information about their age, income and living situation. Demographic information can help tailor your message to align with the language used across different generations.
Attributes: Assess their personality. Are they calm or assertive? Do they handle direct communication themselves or have an assistant? Use these identifying attributes to communicate effectively.
Challenges: Think about the hurdles this persona is trying to overcome. How does it affect their work and what’s the impact on them personally?
Goals: Analyze how these challenges are preventing them from achieving their goals. Why are these goals important to them?
Support: Use this insight to define how your product or service will help these people overcome challenges and achieve their goals.
5. Sales strategies and methodologies
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?
9 essential sales stages
Traditionally, a sales process has nine sales stages:
Prospecting and lead generation: Your marketing strategy should deliver leads, but sales reps should boost this volume with their own prospecting efforts.
Qualification: Measure those leads against your target account criteria and customer personas. Ensure they’re a good fit, prioritizing your time on high-value relationships.
Reaching out to new leads: Initiate emails to your target customers to guide new leads into the sales funnel. This outreach activity includes cold calling and direct mail.
Appointment setting: Schedule a demo, discovery call or consultation.
Defining needs: After the initial meeting, you’ll understand your prospect’s problems and how your product or service can solve them.
Presentation: Reveal the solution. This can be in the form of a proposal, custom service packages or a face-to-face sales pitch.
Negotiation: Dedicate this stage to overcoming any objections your prospect may have.
Winning the deal: Turn your prospects into customers by closing deals and signing contracts.
Referrals: Fostering loyalty is an organization-wide activity. Delight your customers and encourage them to refer their friends.
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.
How to communicate sales strategies and methodologies
Within this section of the sales plan, include the following:
Sales stages: The different steps required to convert prospects into paying customers.
Sales methodologies: The different practices and approaches you’ll adopt to shape your sales strategy.
Sales playbooks: The tactics, techniques and sales strategy templates needed to guide contacts throughout each stage of the sales process.
6. Sales action plan
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.
How to communicate your sales action plan
Within this section of the sales plan, include the following information:
Key milestones: When do you aim to complete your projects, activities and recruitment efforts? You can map them out by week, month, quarter or all of the above. Let your revenue goals and priorities lead your schedule.
Short- and long-term goal schedules: With a high-level schedule mapped out, you can see when you will achieve your goals. From here, you can shape your schedule so that it balances both short- and long-term goals.
7. Performance and results measurement
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:
Primary metrics act as your “true north” guide. This is commonly new business revenue generated.
Secondary metrics are those that indicate how well specific areas of your sales process are performing. These include lead response time and average purchase value.
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.
How to communicate sales performance metrics
Within this section of the sales plan, include the following information:
Sales stage metrics: Identify the metrics for each specific sales stage and make sure they align with your KPIs.
Chosen sales dashboard: Explain why you chose your sales dashboard technology and exactly how it works.
Performance measurement: Outline exactly how and what tech you will use to measure your team’s activities and metrics.
Final thoughts
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.
