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Setting up a Sales Plan for Your Company's Growth Strategy

Setting up a Sales Plan for Your Company's Growth Strategy

The sales plan is a overview of your company’s sales enablement strategy, your company's sales goals and your company's plan to achieve them. Setting up your sales plan is the process of aligning your sales goals to your company’s priorities, resources, and objectives. If your sales plan doesn’t do this, it’s unlikely to succeed. 

Setting up your sales plan happens in four stages, Identification, Goal Setting, 30-90 Milestones, and the Action Plan.

Identification stage of your Sales Plan

There are three lists you will need in order to set up a sales plan:

  1. List your top company priorities
  2. List who your company wants to sell to
  3. List your sales team and their roles

The first list you need to create identifies your top company priorities. Identifying priorities is essential to setting up a sales plan because this sets the long term milestones you wish to achieve. Your priorities could include items like:

  • Overall growth goals
  • Organizational goals
  • Partnering goals
  • Or targeting goals

These company’s priorities help set the context for the rest of the sales plan. Priorities are typically more annual in nature, and should map out where you want your company to be at the end of the next fiscal year. When you set more specific sales goals, you’ll come back to these priorities and ensure the sales goals and priorities are properly aligned.

The second list will identify who your company wants to sell to. Here you’ll identify both your ideal customer and target market. The ideal customer is the individual or individuals you want to sell to. They’re the decision-makers or influencers your marketing to. Whereas the target market describes the type of company you want to sell to. Some examples of what you may want to include on this list are:

  • C-level executives for local B2B companies who exceed 2 million dollars in annual revenue
  • Owner operated oil and gas service companies in western Canada
  • Sales Managers for auto dealers with 10 sales rep to oversee

As you can see this list acts as a guideline of which companies are a good fit for your products and services. It can be broad or specific, but it should clearly identify who you want your sales team targeting with their time and efforts. Keep in mind that this is a continual process. Do your best, but don’t let the lack of a laser-focused ideal customer or target market deter you from putting together the rest of your sales plan. You do want to start with something here, but also recognize that you are going to rework and sharpen it over time.

The final list we want to create identifies your sales team and their roles. This includes listing all the people at your company who are directly or indirectly responsible for sales, and outlining their exact roles. It’s important that everyone knows what’s expected of them so that the right tasks get done. Here is a helpful article on identifying Sales Positions Titles - What to Search For.

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Goal Setting in your Sales Plan

We will break the goal setting stage of your sales plan development into two steps.

The first step is to set your 12-month sales goals, it is important to be as specific as possible.


# of new clients:


Avg. deal size:


# of project/other:


Avg. size:



Don't forget to ensure that your sales goals fit in line with your company priorities.

The second step is to set-up you approach to achieving your 12-month goals. It does not have to be too in-depth, a few sentences to explain what you will do to achieve these goals and how you will do it. Here is an example:

What we’ll do

Need to get in front of bigger and better prospects. We haven’t done a great job of identifying and targeting accounts. We also need a more repeatable sales process. If we can figure that out, we will hire another rep

How we’ll do it

We are going to identify a list of top 50 accounts and monitor additional companies exhibiting at trade shows and releasing new products. We are also going to come up with a prospecting sequence and a more documented sales process.

Defining Activity Metrics and Milestones

Like the previous stage we will also break this into two steps.

Identify activity metrics that matter - This is review of your sales funnel working from the bottom to the top. Before you can identify the metrics that matter you should have an understanding of your previous conversion rates

    1. How many proposals do you need to deliver?
    2. How many product demonstrations are required to get a proposal?
    3. How many meetings are required to book a demonstration?
    4. How many leads do you need to contact to book a meeting?

List out your 30-90 day milestones and quick wins - Milestones are the significant outcomes you hope to achieve in order to reach your 12-month sales goals. for example how many key accounts do you need to land each month-quarter in order to achieve your 12 month goals? Quick wins are the smaller more frequent sales that do not require as much time invested by the sales team. Quick wins are essential for motivation and should play a predominant role in your sales plan.


Putting your Sales Plan into action

You have a sales plan, now it is time to put it into action. Using the Action Plan Template you are going to list out all the activities you have lined up in order to execute your sales plan. This will help keep your team focused on the next steps to achieving your companies overall priorities and 12-month sales goals. This is a simple but important document that should not be overlooked or taken for granted. Here is an example action plan:


Agency Sales Action Plan - BUILDING BRAD’S AGENCY





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-send out communication






-schedule and run review appointments - identify up-sell opportunity






-Get partner and GDD certified



Crank up networking and working with centres of influence



- Put together networking schedule



- Identify potential COIs



- Look into Vistage / EO  etc



- Look into speaking opportunities






Now that you know who you want to sell to, what goals you want to achieve, what it will take to accomplish those goals, and what actions you need to complete along the way, you have a complete sales plan in place. We would be happy to help you select which sales CRM is the best platform to help you implement your sales plan.


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