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How to Create a B2B Sales Plan with these 10 Easy Steps

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Have you ever made a sales plan? Was the process complicated or easy? Do you have a particular sales plan that you follow?

Everyone follows a different process to create a sales plan. But whatever method you follow, it’s beneficial for everyone. You should know what goes into a sales plan, what key targets to hit, and mention the strategies you’ll be using. Let’s take a look at what goes into a smart sales plan and how you can create one.

What is a sales plan?

In a sales plan, you mention the goals, strategies, target audience, and potential roadblocks if you have any. A B2B sales plan is like a traditional business plan, but it focuses more on laying down the sales strategies, among other things. While a business plan lays out your goals, and a sales plan lays out the steps to achieve those goals.

The sales plan aims to:

  • Mention the company’s goals and objectives to the sales team.
  • It gives clear steps on how to achieve those goals.
  • Assign roles and responsibilities to the sales team.
  • Monitor the sales team’s progress on organizational goals.

How to create a process for your sales plan?

The process of creating a sales plan doesn’t only entail creating a sales plan document. To make that helpful document, it also encompasses some high-level objectives and tactics.

In a sales plan, you should:

  • Do research based on previous year’s sales data and trends and define the discovery call questions based on the insights.
  • Mention out your business goals and create small achievable targets to meet those revenue goals.
  • Note down the metrics and KPIs that you want to use to measure your success.
  • Take a look at your current situation and include your strong and weak points that can act as your strength and roadblocks.
  • Conduct sales forecasting based on the previous year’s data and demand trends.
  • Find out any gaps that need to be filled to meet your goals.
  • Do some creative thinking and come up with new ideas based on the opportunities that you may have passed on last year.
  • Include stakeholders from different departments that can affect your outcomes, like marketing and product departments.
  • Make a list of action items based on capacity and quota numbers.

You’ll have to follow this process every year to maintain your company’s sales excellence.

What to include in a sales plan template?

An ideal sales plan includes the following sections:

  • Target audience: your ideal audience that your company plans to target with its product and services.
  • Revenue targets: how much revenue your sales team wants to bring in at that particular time.
  • Tactics and strategies: including the specific list of action items your sales team has to do to meet those revenue goals.
  • Promotions and pricing: creating documentation of your product’s pricing and any upcoming campaigns/promotions you want to do to engage your target audience.
  • DRIs (Directly Responsible Individuals) and deadlines: include any important dates for project submission and mention the team member responsible for the task.
  • Team structure: make a list of your team members and their potential roles.
  • Resources: list the social media marketing tools that your team wants to use to reach those revenue targets.
  • Market conditions: mention down the important information about your industry and the competitive landscape.

Follow these steps to write a sales plan

The sales plan is not tough to create. By following these ten steps, you would be able to create your sales plan.

Background and mission

You should start by creating your sales plan by mentioning your company mission and vision statements. You should include a brief history of your company — that will help provide the necessary background information as you plan out more important details.

Team

The second step is to describe your team members and their roles. You can also add a headcount by adding the number of employees, their job titles, and when they will start their job.

Target audience

Learning about your customers is an important part of the sales process. You can create a buyer persona and include basic things like what pain points and challenges your target audience face? What do they look like? What kind of work do they do?

For different products, you may have different buyer personas. However, you should make a note that your ideal customers may change or evolve as your strategy and product evolve. That’s why it is important to review and update your buyer personas regularly.

Software, resources, and tools

You should also include the list of tools and resources that your team is planning to use. Also, mention the software that you’ll use and the budget you have for these resources. And certainly you can use social media analytics that allow you to analyze different trends.

Positioning

In this section, you should include the list of your competitors — what products they sell, in what ways they are similar to yours, make a comparison of yours and their pricing.

You should also add the latest market trends and the strategies that are popular currently. Include in the plan how these different strategies will influence your business basics.

Marketing strategy

Here, you should describe your pricing plans, the campaigns and promotions you’re planning on running. What strategies will you use? Which KPIs will you use to measure your success? What key steps will you take to generate leads and increase brand awareness? Note down how doing the action steps will impact your sales.

For example,

Product 1: No change

Product 2: Give a one-month free subscription with every successful referral (10% increase in monthly sales)

Product 3: Reduce the price from $20 to $15 on Sep 5. (5% reduction in monthly sales)

Prospecting strategy

In this section, you will create a strategy to qualify the leads. Include the criteria and necessary steps that your sales team will follow to qualify the leads. Also, mention which outbound and inbound methods your teams will use to qualify those leads.

Action plan

Now you have created the plan, and it’s time to figure out the right path to meet those goals. Here, you’ll summarize your action plan for meeting your revenue goals.

Goals

Most of the goals in the sales plan are revenue-based. Like, you can set a total target of $5 million in ARR. You can also set a volume goal. Such as making 100 new sales or acquiring 50 new customers. But make sure to set goals that are realistic and achievable.

Some factors that can affect your goals are market penetration, product price, marketing support, marketing automation resources, and total addressable market (TAM).

The goals you set should also align with your high-level business goals. For example, if your business goal is to acquire a new market, then your goals should be “acquiring 15 enterprise customers” instead of “making x new sales,” as it will help you focus on the right type of customers.

You can have more than one goal, which you can do one by one by completing the important ones first. Then, set your timeline and assign small, doable goals to your team members, which will help to complete tasks on time.

For example, for the second quarter, your sales goal is to make $30,000. Based on the previous year’s sales, you know that April and May are slower than June. keeping that in mind, you can prepare your timeline:

April: $8k

May: $8k

May: $14k

If possible, you can also mention the DRIs. By allocating individual monthly quotas to every team member.

Budget

Here, you should illustrate the expenses that you will need to spend to meet your sales targets. Which includes:

Sales training

Pay

Sales resources and tools

Travel costs

Contest prizes

Food

Team bonding activities

You can also manage your budget using different social media tools. After listing the items, you can compare your sales plan budget to your sales forecast for accurate budgeting.

Conclusion

There’s no perfect sales plan that can suit all your needs. To create your perfect sales plan, you will have to write it and review it regularly according to your requirements. By regularly updating your plan, you can ensure you’re on the right track and hitting your goals.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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