Building a sales and marketing plan that everyone understands, supports and knows how to execute doesn’t have to be hard. But it often is – unnecessarily so.
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So how do you build a sales and marketing plan for growth? With 250 projects completed across 4 continents, we’ve boiled it down to ten proven steps.
1. Get the right people on the bus, and the wrong people off it
A good plan is built by good people. Before you build your sales and marketing plan, get rid of any passengers who aren’t pulling their weight. If you’ve got a poor performer in your business, consider getting an enthusiastic, cheaper, keener and harder working person at a slightly lower level, and then give them all the support they need to succeed.
2. Agree & document your objectives
The old adage still holds: if you don’t know where you’re going, any road will get you there. So what does your sales and marketing plan need to achieve? You need your team to have a clear (and agreed) view of your objectives before they even think about your strategy.
Don’t measure sales or B2B marketing on revenue
3. Agree how you will translate objectives into strategy, into tactics and into a plan
Every idea is a good idea, but tactics that make sense for one strategy, may make no sense at all for another. Adopt a proven B2B sales and marketing planning framework and stick to it. Otherwise your sales and marketing plan could be full of really clever ideas that don’t line up (or even contradict each other). And if the elements of the strategy don’t line up, what hope is there for the tactics?
4. Turn your strategy inside out
Most businesses have a strategy built around their products, not their buyers. Take a look at your current strategy and identify all the problems faced by your buyers, solved by your products and services, and uncovered by your channel. Then choose one of these and rebuild your strategy around that problem. The ‘best’ problem is one that will reward you well, and that you are great at solving.
Make your strategy buyer-centric.
5. Translate strategy to action using the buyers’ journey
In business, buyers take many steps – buying is a complex, cognitive journey: first they’re happy (even complacent), then they’re not, then they need something, then they’re evaluating, and finally they’re deciding. But there’s a critical (and often ignored) stage in this journey that marks the difference between buyers who spend time and buyers who spend money. Your job is to move them through this journey, so you need a clear view of what that journey looks like for your buyers.
6. Build a model of your future sales funnel
Taking into account your current sales and marketing effectiveness, work out how many buyers need to progress through each stage of their journey. A word of warning though, remember to plan for buyers who leak from your funnel.
7. Choose tactics to move your buyers
Often, we choose tactics because we’ve used them before, or seen someone else use them. You need to choose tactics that will best progress the right amount of buyers through each stage of their journey. Your model will give you the numbers for each stage.
8. Measure the results
Sales and marketing plans are always evolving. To know what needs to be improved, you need to know what’s working and what isn’t. Measure how many buyers have moved through each stage and compare this to your plan. Don’t do what you can’t measure, and don’t measure what you can’t (or won’t) change.
9. Simplify, simplify, simplify
Want your sales and marketing people to actually use the plan? It’ll need to be blisteringly clear and highly actionable. And forget about separate plans for Sales and Marketing. It needs to be a single plan for both. Even better; make it a single-paged plan.
10. Still stuck? Get some expert help
Building a sales and marketing plan doesn’t have to be such hard work. If you find that you’re too close to the content to manage the process, consider getting some help. You’ll need objectivity, experienced facilitators and a fully-documented sales and marketing plan; ready for execution.
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