Article • 9 min read

How to write a sales plan: Types, template, and tips

A sales plan helps you outline sales strategies and goals, identify resources, and set a budget so you can pack your pipeline with high-quality leads.

By Cristina Maza, Contributing Writer

Last updated April 4, 2024

Sales strategy

Download sales plan template

Before the start of a new fiscal year, organizations should create a sales plan. This must-have asset will be a boon in the upcoming year, helping sales staff better understand your products and meet their quotas. It can also provide crucial data insights on product- and territory-specific sales initiatives.

To write an effective sales plan, you’ll need to rely on cold, hard numbers and facts to develop data-driven strategies and pull off a seamless implementation. Read on to learn how you can guide your team to success.

What is a sales plan?
What to include in a sales plan
How to create a sales plan
Types of sales plans
Sales plan template
Implement your sales plan

What is a sales plan?

A sales plan lays out all sales-related activities and details sales objectives, strategies, budgets, timelines, and processes. It includes information on your target audience, market conditions, resources needed, and high-level tactics for achieving goals. It also outlines your team structure and the roles and responsibilities of team members.

Your plan will guide you and your team through the sales cycle and illustrate the big picture, empowering all of you to work together to reach your revenue and performance goals.

Purpose of creating a sales plan

The primary purpose of a sales plan is to outline a set of strategies and tactics that will help you meet your sales objectives. This resource can also help you:

Properly allocate resources
Set quantifiable goals and clear expectations for team members
Make more accurate sales predictions
Understand threats and opportunities
Increase sales rep productivity

Sales plan vs. business plan

A business plan outlines broad company goals, market research findings, company resources, and value propositions. Meanwhile, a sales plan zooms in on sales and revenue, offering an execution plan. Both play an important role, especially if you have investors to impress.

Sales plan process overview

When executed well, your sales plan template will empower your team to reach their quotas, streamline daily operations, and help you scale your business.

The process of sales planning entails:

Sharing time-based company objectives
Providing strategies to meet business goals
Outlining job roles, descriptions, and expectations
Defining how to measure and monitor progress

What to include in a sales plan

You can tweak your sales plan to suit your company’s unique needs. However, some tenets of a strong sales plan that you shouldn’t skip include a(n):

Mission statement
Executive summary
List of business goals and objectives
Analysis of past performance
Industry and market overview
Set of approved sales strategies and tactics
Plan for tracking metrics

According to Brad Kemp, EVP of business development at Verblio, a winning sales plan must include an objective, a crystal-clear view of what makes your company’s offering different, and an understanding of the tangible impact your product or service will have on your customers.

Mission statement

Executive summary

Business goals and objectives

Every sales plan must have a section that clearly outlines your business objectives and revenue targets.

No matter the specific sales goals, they should all be realistic yet ambitious enough to motivate your sales agents. You must also ensure the objectives are clearly stated in the sales plan and communicated to your team so they know where to focus their efforts.

Here are a few types of sales-related business goals you may want to consider for your organization:

Revenue amount: Determine a specific dollar amount you want to make in sales during the upcoming year.
Profitability targets: Set sales goals based on your desired profit margins.
Sales forecast projections: Establish realistic sales targets based on industry-driven predictions.

Analysis of past performance

To hit goals and benchmarks, monitor every team member’s progress in the same way and track team performance as a whole. Keep a written or visual record of:

Conversion rates
Average hold times
Customer satisfaction rates
Average talk times
First contact resolution rates
Dial transfer rates

That way, you’ll always know how your team is performing, and agents can see how they’re doing.

Set up regular meetings with each sales agent to determine whether they’re on the right track and feel motivated. Be sure to measure both their short- and long-term goals and the milestones that fit into each stage of the sales funnel.

Industry and market overview

To create a successful sales plan, you must understand what your consumers want and what your competitors offer. Here are some questions you can ask yourself to get a leg up:

Who is my ideal customer, and how will they use my product or service?
What pain points are prospective customers facing?
Is there a demand for my product or service?
Do external factors (like seasonality or regionality) affect demand?
What is my unique selling proposition?
Who are my competitors? Where do they excel, and where do they fall short?

The market overview will likely evolve as you add products, make updates, establish yourself, combat inflation and economic challenges, and contend with new competitors. However, the above questions will help you keep a finger on the pulse of the industry.

Tip: Unearth valuable information by reviewing analytics in Google Data Studio. You can also survey consumers directly and read competitor sales materials if you have the time and resources to conduct more thorough research.

Sales strategies and tactics

A sales plan should also include concrete actions that your team will take to reach the goals laid out in the document. Some popular strategies you may want to outline and implement include:

Conversational selling
Social selling
Cold calling
Discount pricing and promotions
Google Ads
Cross-selling

Your sales action plan can also describe potential buyer pain points and how to address them in a way that will convert leads into customers. Or, it can explain the various ways to connect with your target customer and conduct outreach about a new product.

Say you want to land more deals by targeting only the most qualified leads with a sales pitch. Your plan should include steps for implementing a lead scoring model so your agents can identify high-quality leads. You’ll also want to state how often your team should contact those prospects and provide sales techniques to help them move leads further down the pipeline.

Customer segments

Budgets

Plan for tracking metrics

Finally, you should identify what key performance indicators (KPIs) you’ll track to monitor the performance of your agents and sales strategies. This data will be critical when it comes time to adjust your overall sales plan.

Some great KPIs to keep tabs on include:

Revenue by product or service
Average length of sales cycle
Revenue from new customers
Sales funnel conversion rates
Revenue from returning customers
Customer acquisition rate

Once you determine which metrics are most important to you, talk to your team about how often you plan to review sales data.

How to create a sales plan in 12 steps

Follow these tips and tricks to craft a sales plan that’s actionable, data-driven, and impactful.

1. Identify company objectives and set goals

Create a SMART goal to drive better results and accurately reflect on progress. SMART stands for:

S: Specific
M: Measurable
A: Achievable
R: Relevant
T: Time-bound

When determining your SMART goals, it’s critical to base them on accurate data and facts so you choose appropriate targets. You’ll also want to ensure your benchmarks align with the growth your company wants to experience.

Think about how much revenue your company strives to generate. Review previous performance data and sales forecasts, too—this will allow you to set realistic revenue goals. Also, ask yourself what methods you’ll use to gauge your team’s success. Those could include performance metrics, software, and monitoring techniques.

Regardless of what you decide, communicate your SMART goals and tracking methods to your team so the process is transparent and everyone is working toward the same objective.

2. Review sales and consumer data

Make sure your plan builds on sales data from previous quarters. Historical data will enable you to spot trends, determine where you can improve compared to last year, and establish realistic expectations. (Of course, you’ll want to consider the current state of the market and demand forecasts, too.)

The data can also help you identify potential challenges, find new opportunities in your sales process, see what mistakes to avoid, and come up with more accurate metrics for measuring success.

Tip: Assess sales funnel and pipeline data from your CRM to map out the customer journey and visualize buyer personas.

3. Determine performance benchmarks

Strategic sales plans need to incorporate milestones and processes that’ll help you monitor the progress and performance of the team and individual sales agents.

This is where KPIs come in. They can vary based on your company’s needs, but some typical ones include:

Gross profit margins
Annual contract value (ACV)
Customer lifetime value (CLV)
Return on investment (ROI)
Pipeline leads and age
Conversion rates
Customer retention
Daily web traffic

Additionally, you’ll want to specify the technology you’ll use to measure success, such as a sales CRM or analytics software.

4. Audit the existing plan

To truly prepare, your company needs to assess how existing and former sales plans performed (if you have any). That way, you can identify trends and perform a SWOT analysis that allows you to up your sales game.

The SWOT analysis will reveal your:

Strengths
Weaknesses
Opportunities
Threats

5. Take stock of resources

Once you collect the bulk of the data and get a general idea of what to accomplish with your sales plan, take inventory of your resources. Some tools you’ll want to have throughout the process include:

CRM software, integrations, and automations
Lead gen, prospecting, and outreach tools
Internal communication and project management software
Engagement and outreach tools
Sales tech stack

6. Start sales forecasting

Sales forecasting is the process of predicting future sales. It’s not a perfect science, but it can provide baseline data to help your company plan for:

Hiring
Pricing
Product development
Demand

7. Staff for success

Your sales plan will only be successful if it helps your team work like a well-oiled machine. That means defining clear roles and responsibilities so everyone is on the same page.

In this section of the plan, assign tasks and activities to specific individuals or groups. For example, perhaps you give cold-calling responsibilities to one set of agents while another set oversees lead nurturing. This helps balance the workload and ensures the whole team is actively engaged in improving the sales process.

8. Outline team responsibilities

You won’t reach your sales goals without taking concrete steps to make them happen—and the more specific and well-planned your actions are, the faster you’ll realize your goals. So, you want to choose tactics that’ll help you achieve those objectives.

Ensure your team knows the steps to reach qualified leads, their duties, and how you plan to measure performance. Here are some typical responsibilities that sales managers need to assign to an individual or group of representatives.

Prospecting and lead scoring
Outbound sales
Inbound sales
Sales enablement
Onboarding and retention
Reporting

To execute the sales plan properly, everyone on your team should know precisely what they need to do and when.

When assigning tasks to your team, ensure the workload is manageable—be realistic about each individual’s capacity. If you find that you may need to hire new salespeople, include that in the sales plan and specify what role they would fill, the value they would add, and when you would want to bring them on.

It’s beneficial to include an organizational chart showing every person on your sales team, their personal goals, and their primary responsibilities. It would also be helpful to outline any important deadlines they might have to meet. Avoid ambiguity as much as possible.

9. Align marketing with sales objectives

Create action items for the marketing and support teams to create cross-functional go-to-market strategies, and equip the sales department with sales enablement materials that help:

Inform consumers
Score leads
Promote inbound leads

10. Outline your sales plan

We already covered the must-have components of a sales plan, which include:

Mission and vision statements
Business objectives
Past sales performance
Software inventory
Industry and market analysis
Sales strategies and tactics
Customer segments
Sales operations budgets

Beyond that, you can customize your sales plan as much as you want. We recommend including the following elements:

Pricing and promotions
Deadlines and important dates
Product demand
Team structure
Market conditions

11. Monitor your progress

Select a person or a group of people to track progress as you begin implementation and to make sure you achieve complete compliance. They can keep track of:

Interdepartmental collaborations
Sales enablement collateral
Strategy adherence
Labor, production, and supply costs
ROI
Sales channel performance
Team performance

Using sales software features like sales tracking, analytics, and reporting makes it easy to assess how your team and sales strategies perform over time.

12. Revise the sales plan regularly

Keep in mind that sales planning doesn’t end with the first iteration. Once you reach the pre-defined date, you must review the results and adjust accordingly to ensure sales don’t stagnate.

Set up monthly meetings with your sales team to address any questions and concerns that arise, and keep close tabs on what does and doesn’t work.

Types of sales plans and examples

There are four sales plans your business can try when outlining processes, setting goals, and determining your execution strategy.

30-60-90 day sales plan
Territory sales plan
Market expansion plan
New product sales plan

30-60-90 day sales plan

This plan has a three-part timeline for accomplishing larger goals. Companies often use it to help new salespeople acclimate to your business and understand your product’s value proposition.

30 days: This is generally an introductory phase and includes onboarding sales staff. During this time, they will learn the ins and outs of company processes, your target audience, and the products they’ll sell.
60 days: This phase allows your new hires to put what they learned into practice by role-playing, making mock sales calls, presenting sales pitches, and attending coaching sessions.
90 days: Finally, send your sales team members out into the world to implement the skills they’ve gained. This is the time to assess their performance, provide feedback, and make any necessary adjustments.

Territory sales plan

Target customers within a specific geographical region and deliver top-level insights to company directors and VPs. Here are some things you can do when writing a winning territory sales plan:

Assess your existing customers’ characteristics and purchase history
Segment customers using region-specific data
Audit existing plans to find strengths, weaknesses, opportunities, and threats

Market expansion plan

This sales plan outlines strategies, tasks, and metrics to expand into new target markets. Market expansion plans should include:

Distribution expenses
Time zone variations between the sales team and potential buyers
Industry compliance regulations, policies, and laws

New product sales plan

You’ll need this type of sales plan to generate revenue early on if you plan to launch a new item in the near future. Some things to consider when creating a product sales plan are:

Competitors
Sales strategies
Brand positioning
Partners
Consumer demand
Product perception

Sales plan template

Use our free sales plan template to outline your sales goals for the upcoming year and define the strategies your team will use to achieve them. Our template has tips for:

Crafting your mission statement and vision statement
Understanding your target market
Determining sales data, processes, and strategies

sales plan template

Download template

Execute your sales plan

Use a CRM to keep tabs on sales performance. A tool like Zendesk Sell can help you manage sales data, monitor your team’s pipeline and performance, and forecast sales. You can even create reports to evaluate your sales strategy and determine whether your team is on track, ahead, or behind in meeting milestones and key objectives.