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Sales Plan Template - HubSpot X Aircall 2022

The document is a customizable Sales Plan Template designed to help businesses outline their sales strategy, including sections for mission, team structure, target market, tools, and marketing strategy. Users can edit the template directly or download it as a Microsoft Word document to tailor it to their specific needs. It emphasizes the importance of customization and provides guidance on various aspects of sales planning.

Uploaded by

zaidfreelancer4
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
10 views29 pages

Sales Plan Template - HubSpot X Aircall 2022

The document is a customizable Sales Plan Template designed to help businesses outline their sales strategy, including sections for mission, team structure, target market, tools, and marketing strategy. Users can edit the template directly or download it as a Microsoft Word document to tailor it to their specific needs. It emphasizes the importance of customization and provides guidance on various aspects of sales planning.

Uploaded by

zaidfreelancer4
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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You Can Edit Your Own Version in One of Two Ways:
1. Edit this version to fit your needs.
2. Go to “File” > “Download As” > “Microsoft Word” to Download.

How to Use This Template


Thanks for downloading HubSpot and Aircall’s Sales Plan Template!

This resource is built for you to outline your company’s sales strategy. Included are the
sections that exist in most sales plans, as well as prompts for you to fill out your
company’s tactics and information. Simply erase the instructions under each header
and replace them with what makes sense for your business. You can choose from
either a plain text template or a customizable designed variation that you can update
with your brand logo and colors.

Once complete, this plan can be shared with investors, company leadership, the sales
team, or whomever you see fit.

Keep in mind, this template is designed to be completely customized by your


company. If you feel there are sections included that you would rather omit, you are
encouraged to make those changes as you see fit for your business.

Yes, it’s possible to love


your sales CRM.
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all your tools and data together on one
easy-to-use, powerful CRM platform your
whole team will love.
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Keep scrolling to templates


↓↓↓
:
[Company Logo]
:
[Company Name]

Sales Plan: [Period of Time, i.e. Q1 2019, FY 2020]


Written by: [Your Name]
[Your Email]

Table of Contents
1. Mission and Background…………………….…………………….………...…………………
##
2.
Team……………………………………………………….…….…….…………..……...……..##
3. Target Market……………………………………...……………………….………………...…
##
4. Tools, Software, and Resources…………………………………….……………… ………… .

##
5.
Positioning…………………….………….………….….….………….….…….….….…....… .## .

6. Marketing
Strategy……………………….……….….….…….………………….….………...##
7. Prospecting Strategy………………….…………….………………..…..………….……...…
##
8. Action
Plan….………...….….….…..…...……….…….....…….......…….....…..…….…...….….…..##
9. Goals.………………………….….….…………….….….……….………….………...………
##
10. Budget………………………………..…………………………….…...…………………...…
##

Mission and Background


In this section, give context as to why your business exists. Cover your mission statement, vision
statement, and an abridged company history for readers to understand the context of the
business.

Mission Statement
:
[Enter your company’s mission statement]

Vision Statement

[Enter your company’s vision statement]

Company History/Story

[Enter your company’s story and/or abridged history]

Team

Who are the leaders of your sales department, and how is the rest of the department
structured?

Sales Leadership

[Name the leaders of your sales department and their titles. Optionally, you can add a photo of
the sales leaders and/or a professional bio.]

Sales Team Structure

[Explain the organization of your sales department. You can structure this section by region,
team, or hierarchy. If you have an org chart filled out, this would be the perfect place to input a
copy or a screenshot of it.]

New Hires

[How will your team grow? Explain where the gaps in your head count are and what will be done
before the spots are filled.]

Target Market
Talk about who your product or service is aimed towards. Identify your key prospect attributes,
who should be omitted from sales efforts, and the region you target.

Locations Targeting

[Identify the physical location of your target market. If you are a nationwide company, identify
your strategy for whichever locations take precedence (if any) and what your nationwide rollout
strategy is. If you are a regionally-limited company, explain why.]

Buyer Personas

[Who are you targeting? Buyer personas are semi-fictional representations of your ideal
customer based on market research and real data about your existing customers. Outline these
ideal customer personas here, and if you’re creating these personas from scratch, try using this
free Buyer Persona Generator.]
:
Omissions

[Let’s talk about tradeoffs. To succeed, it’s just as important to know who not to target as is it to
know who to target. Outline the people, businesses, and/or buyers who are unqualified to
pursue as prospects and why.]

Customer Experience

[What are the customers' perceptions and experience with your business or brand? Customer
experience includes every interaction they have with you—from navigating your website to
talking with your customer service team.

Describe your customer journey, including the touch points and communication channels they
use to discover products, make purchases, and reach out to support teams. If you’re in the
process of building a customer service department, use these best practices to get started.]

Tools, Software, and Resources


Explain what resources the sales team uses to accomplish its goals. This includes CRM software,
documentation, customer references, and any other tools used in selling.

Software

[Identify the CRM software used and how it is used in every stage of the buying cycle. If you do
not have a CRM yet, try HubSpot CRM -- it’s completely free! If there are any other software
employed in the sales strategy, identify them and their purposes here as well.]

Tools and Resources

[Identify the documentation and resources salespeople can use to do their jobs. This may
include sales enablement tools, productivity and collaboration tools, customer case studies,
suggested negotiation practices, tools for recording and analyzing sales calls to improve close
rates, and more.

Sales leaders can leverage lots of tools to set up efficient workflows that correspond to your
overall sales strategy. For example, Aircall lets you combine a cloud-based phone system with
your current software integrations—giving you all the tools and data needed to optimize sales
processes in a single platform.

In a nutshell, if there’s something your business can offer to strengthen a salesperson’s


performance, identify it here.]

Relationship Between Sales and Customer Support

[How do your sales and customer service teams work together? Sales teams work to reel
customers in, and support teams keep them around, but sharing information is key to make sure
both departments perform optimally. If you don’t have a system for data sharing, there are lots
of tool integrations you try to increase visibility and alignment.]

Sales Training

[List all the training you provide for your sales team to achieve their goals.]
:
Positioning
Think about your place in your industry. Anyone reading this part of the plan should know what
your strengths, weaknesses, and comparisons to competing companies are.

Market Condition

[Speak to the market conditions in the industry. How is your industry performing in general? It
could also be beneficial to run a Porter’s Five Forces Analysis with the template in this kit.]

Value Prop

[In general, what benefit does your business, product, or service offer that would make someone
want to become a customer? Identify the problem to which you are the solution.]

Pricing Strategy

[What is your pricing strategy and how was it developed? Here is a good time to talk about best
practices around discounting.]

Marketplace Risks

[Identify the risks in your marketplace or industry. This could be a strategic risk, compliance and
regulatory risk, financial risk, or operational risk.]

Competitive Advantages

[What makes your business unique and comparatively stronger than competitors? What do you
offer that no other company, product, or service does, or does as well?]

Competitor Analysis

[List your top competitors as well as the following information for each competitor:]

● Comparative Strength – What are your company’s assets that this competitor does not
have?
● Comparative Weakness – In what areas or attributes do your competitors outperform
you?
● Counterpoints – If a comparative weakness is mentioned in sales negotiations, which
counterpoints can be used to address those weaknesses?

Competitor Name Comparative Comparative Counterpoint(s)


Strength(s) Weakness(es)
Competitor A

Competitor B

Competitor C
:
New Market Opportunities

[Identify the new market opportunities that your business can expand into. This could be
growing into a vertical industry or segment, possible new product lines, exploring new channels,
or targeting different consumer niches.]

Marketing Strategy
Provide an overview of your marketing strategy. This should not be a copy and paste of your
entire marketing plan, but rather a rundown of what sales should know about brand awareness
and lead generation.

Included below are some of the most popular forms of marketing today. If your company does
not use some of these, or if you use others not included here, feel free to delete and add
sections respectively.

Inbound Marketing:

Blogging and Content Marketing


[Briefly explain your blogging and content marketing strategy and who on the team should be
consulted for questions.]

Video Marketing
[Briefly explain your video marketing strategy and who on the team should be consulted for
questions.]

Event Marketing
[Briefly explain your industry event marketing strategy and who on the team should be
consulted for questions.]

Demand Generation Marketing


[Briefly explain your demand generation marketing strategy and who on the team should be
consulted for questions.]

Customer Marketing
[Briefly explain your customer marketing and referral strategy and who on the team should be
consulted for questions. This includes all activities to drive existing customer loyalty and
retention.]

Email Marketing
[Briefly explain your email marketing strategy and who on the team should be consulted for
questions. This includes email newsletters, promotions, and retargeting, but not outbound cold
emails.]

Social Media Marketing


[Briefly explain your social media marketing strategy and who on the team should be consulted
for questions.]

Outbound Marketing:

Direct Mail Marketing


:
[Briefly explain your direct mail marketing strategy and who on the team should be consulted
for questions.]

Outbound Email Marketing


[Briefly explain your outbound email marketing strategy and who on the team should be
consulted for questions. This could include cold email marketing for B2B businesses.]

Cold calling
[Briefly explain your cold calling marketing strategy and who on the team should be consulted
for questions.]

Prospecting Strategy
What steps should sales teams take to qualify leads generated by marketing and reach out to
them?

Criteria for Outreach

[What criteria should a prospect meet before sales reaches out to them? Establish must-have
attributes so salespeople only spend time working on qualified contacts.]

Inbound Prospecting Strategy

[Talk about your company’s tactics for connecting with contacts on an inbound level, like
following up on inbound emails, meetings at industry events, or social selling.]

Outbound Prospecting Strategy

[Talk about your company’s tactics for cold calls and emails, if applicable.

Cold outreach is an essential prospecting strategy for B2B businesses, and should include plans
for generating leads, nurturing leads, and following up with warm contacts. This guide has more
tips for building a successful cold calling strategy.]

Referral Strategy
:
[Talk about your company’s plans for generating and increasing recommendations and word of
mouth. Use this to grow your customer base through your existing customers.]

Customer Feedback Process

[What is the customer feedback process and how will your business use feedback to improve
the sales cycle? Here’s an example of how you can set up a customer feedback system to
continuously optimize sales performance and improve your products/services.]

Action Plan
Outline the concrete actions the sales team will take in order to achieve the company’s goals.
How many calls should be made, how many locations will be dropped in on, how many will work
on high-profile clients, etc.

Tactic #1

[Explain the first tactic and copy/paste this section as needed for more tactics in your action
plan.]

Goals
What are your sales targets? These goals are contingent on how often you plan to update your
sales plan.

Revenue Targets

[What is your targeted revenue – booked and live – for the end of the period?]

Deal Target

[How many deals do you intend to close by the end of the period?]

Units Sold Target

[If applicable, how many units do you want sold by the end of this period? If your business sells
multiple products, specify your target for each product line.]

Sales Cycle Target Length

[What is the length of your sales cycle or sales pipeline? Track the length and optimize your
sales process. The shorter your sales cycle, the faster you can acquire new customers.]

Other Key Sales Metric(s) Target


:
[If you have any other metrics you are tracking for sales (software MRR, customer retention, etc.),
define and outline the expectations here.]

Budget
Outline the budget for your sales initiatives, including total base salaries, bonus/commission
structure, resource and software expenses, discounting, training, travel costs, food, and more.

It’s helpful to compare the sales budget with your sales forecast, which you can build here.

Did We Miss Something?


Add another section here if you need it.
:
:
Company Name
Sales Plan

Our Objective Summarize the role your company’s sales


department plays to the growth of your
business. This statement should reflect
your overall strategy outlined in the pages
that follow.

Authors of Document [Name #1]


[Email Address #1]
[Name #2]
[Email Address #2]
:
Table of Mission and Background #

Contents Team
Target Market
#
#

Tools, Software, and Resources #


Positioning #

Marketing Strategy #
Prospecting Strategy #

Action Plan #
Goals #

Budget #

Mission and Background


:
Mission Statement
[Company name] is a company headquartered in [location of HQ] with o!ces in
[satellite o!ce locations]. The company’s mission is to [mission statement].

Vision Statement
The company’s mission is to [vision statement].

Company History/Story
[Enter your company’s story and/or abridged history]

In this section, give context as to why your business


exists. Cover your mission statement, vision statement,
and an abridged company history for readers to
understand the context of the business. You can use
these mission statement templates to get started if
Pro Tip: you need help.

Team

Sales Leadership
[Name the leaders of your sales department and their titles. Optionally, you can
add a photo of the sales leaders and/or a professional bio.]

Sales Team Structure


:
[Explain the organization of your sales department. You can structure this
section by region, team, or hierarchy. If you have an org chart filled out, this
would be the perfect place to input a copy or a screenshot of it.]

New Hires
[How will your team grow? Explain where the gaps in your head count are and
what will be done before the spots are filled.]

Check out HubSpot’s Organizational Chart


Templates offer to visualize your team structure.
Pro Tip:

Target Market

Locations Targeting
[Identify the physical location of your target market. If you are a nationwide
company, identify your strategy for whichever locations take precedence (if any)
and what your nationwide rollout strategy is. If you are a regionally-limited
company, explain why.]

Buyer Personas
[Who are you targeting? Buyer personas are semi-fictional representations of
your ideal customer based on market research and real data about your
existing customers. Outline these ideal customer personas here, and if you’re
creating these personas from scratch, try using this free Buyer Persona
Generator.]
:
Omissions
[Let’s talk about tradeo"s. To succeed, it’s just as important to know who not
to target as it is to know who to target. Outline the people, businesses, and/or
buyers who are unqualified to pursue as prospects and why.]

Customer Experience
What are the customers' perceptions and experience with your business or
brand? Customer experience includes every interaction they have with you—
from navigating your website to talking with your customer service team.
Describe your customer journey, including the touch points and communication
channels they use to discover products, make purchases, and reach out to
support teams. If you’re in the process of building a customer service
department, use these best practices to get started.]

The customer journey is crucial to understand in your


sales process. You can use these Customer Journey
Map Templates to outline your touchpoints throughout
the experience.
Pro Tip:

Tools, Software, and Resources


Explain what resources the sales team uses to accomplish its goals. This
includes CRM software, documentation, customer references, and any other
tools used in selling.

Software
[Identify the CRM software used and how it is used in every stage of the buying
cycle. If you do not have a CRM yet, try HubSpot CRM – it’s completely free! If
:
there are any other software employed in the sales strategy, identify them and
their purposes here as well.]

Tools and Resources


[Identify the documentation and resources salespeople can use to do their
jobs. This may include sales enablement tools, productivity and collaboration
tools, customer case studies, suggested negotiation practices, tools for
recording and analyzing sales calls to improve close rates, and more.
In a nutshell, if there’s something your business can o"er to strengthen a
salesperson’s performance, identify it here.]

Relationship Between Sales and Customer Support


[How do your sales and customer service teams work together? Sales teams
work to reel customers in, and support teams keep them around, but sharing
information is key to make sure both departments perform optimally. If you
don’t have a system for data sharing, there are lots of tool integrations you try
to increase visibility and alignment.]

Sales Training
[List all the training you provide for your sales team to achieve their goals.]

Sales leaders can leverage lots of tools to set up


efficient workflows that correspond to your overall
sales strategy.
For example, Aircall lets you combine a cloud-based
phone system with your current software integrations –
Pro Tip: giving you all the tools and data needed to optimize
sales processes in a single platform.

Positioning
:
Market Condition
Speak to the market conditions in the industry. How is your industry performing
in general? It could also be beneficial to run a Porter’s Five Forces Analysis with
the template in this kit.]

Value Prop
[In general, what benefit does your business, product, or service o"er that
would make someone want to become a customer? Identify the problem to
which you are the solution.]

Pricing Strategy
[What is your pricing strategy and how was it developed? Here is a good time to
talk about best practices around discounting.]

Marketplace Risks
[Identify the risks in your marketplace or industry. This could be a strategic risk,
compliance and regulatory risk, financial risk, or operational risk.]

Competitive Advantages
[What makes your business unique and comparatively stronger than
competitors? What do you o"er that no other company, product, or service
does, or does as well?]

Competitor Analysis

[List your top competitors as well as the following information for each
competitor:]
:
What are your company’s assets that this
Comparative Strength competitor does not have?

In what areas or attributes do your competitors


Comparative outperform you?
Weakness

If a comparative weakness is mentioned in sales


Counterpoints negotiations, which counterpoints can be used to
address those weaknesses?

New Market Opportunities

[Identify the new market opportunities that your business can expand into. This
could be growing into a vertical industry or segment, possible new product
lines, exploring new channels, or targeting di"erent consumer niches.]

Competitor Comparative Comparative Counterpoint(s)


Name Strength(s) Weakness(es)

Competitor TBD TBD TBD


A

Competitor TBD TBD TBD


B

Competitor TBD TBD TBD


C

Think about your place in your industry. Anyone


reading this part of the plan should know what your
:
strengths, weaknesses, and comparisons to competing
Pro Tip: companies are.

Marketing Strategy
Provide an overview of your marketing strategy. This should not be a copy and
paste of your entire marketing plan, but rather a rundown of what sales should
know about brand awareness and lead generation.
Included below are some of the most popular forms of marketing today. If your
company does not use some of these, or if you use others not included here,
feel free to delete and add sections respectively.

Inbound Marketing

Method Description

Blogging and Content Marketing [Briefly explain your blogging and


content marketing strategy and
who on the team should be
consulted for questions.]

Video Marketing [Briefly explain your video


marketing strategy and who on
the team should be consulted for
questions.]

Event Marketing [Briefly explain your industry


event marketing strategy and who
on the team should be consulted
for questions.]

Demand Generation Marketing [Briefly explain your demand


generation marketing strategy and
:
who on the team should be
consulted for questions.]

Customer Marketing [Briefly explain your customer


marketing and referral strategy
and who on the team should be
consulted for questions. This
includes all activities to drive
existing customer loyalty and
retention.]

Email Marketing [Briefly explain your email


marketing strategy and who on
the team should be consulted for
questions. This includes email
newsletters, promotions, and
retargeting, but not outbound
cold emails.]

Outbound Marketing

Method Description

Direct Mail Marketing [Briefly explain your direct mail


marketing strategy and who on
the team should be consulted for
questions.]

Outbound Email Marketing [Briefly explain your outbound


email marketing strategy and who
on the team should be consulted
for questions. This could include
cold email marketing for B2B
businesses.]

Cold Calling [Briefly explain your cold calling


marketing strategy and who on
the team should be consulted for
questions.]
:
It’s important to be consistent with your marketing
goals. To that end, make sure you run this section by
your marketing team before this plan is complete.
If needed, you can use HubSpot’s Marketing Plan
Pro Tip: Template to get on the same page here.

Prospecting Strategy
What steps should sales teams take to qualify leads generated by marketing
and reach out to them?

Criteria for Outreach


[What criteria should a prospect meet before sales reaches out to them?
Establish must-have attributes so salespeople only spend time working on
qualified contacts.]

Inbound Prospecting Strategy


[Talk about your company’s tactics for connecting with contacts on an inbound
level, like following up on inbound emails, meetings at industry events, or social
selling.]

Outbound Prospecting Strategy


[Talk about your company’s tactics for cold calls and emails, if applicable.]

Referral Strategy
:
[Talk about your company’s plans for generating and increasing
recommendations and word of mouth. Use this to grow your customer base
through your existing customers.]

Customer Feedback Process


[What is the customer feedback process and how will your business use
feedback to improve the sales cycle? Here’s an example of how you can set up
a customer feedback system to continuously optimize sales performance and
improve your products/services.]

Cold outreach is an essential prospecting strategy for


B2B businesses, and should include plans for
generating leads, nurturing leads, and following up
with warm contacts.

Pro Tip: This guide has more tips for building a successful cold
calling strategy.

Action Plan
Outline the concrete actions the sales team will take in order to achieve the
company’s goals. How many calls should be made, how many locations will be
dropped in on, how many will work on high-profile clients, etc.

Tactic Description

Tactic #1 [Explain the first tactic and


copy/paste this section as needed
for more tactics in your action
plan.]

Tactic #2 [Explain the second tactic and


copy/paste this section as needed
:
for more tactics in your action
plan.]

Tactic #3 [Explain the third tactic and


copy/paste this section as needed
for more tactics in your action
plan.]

Goals
What are your sales targets? These goals are contingent on how often you plan
to update your sales plan.

Revenue Targets
[What is your targeted revenue – booked and live – for the end of the period?]

Deal Target
[How many deals do you intend to close by the end of the period?]

Units Sold Target


[If applicable, how many units do you want sold by the end of this period? If
your business sells multiple products, specify your target for each product
line.]

Sales Cycle Target Length


[What is the length of your sales cycle or sales pipeline? Track the length and
optimize your sales process. The shorter your sales cycle, the faster you can
acquire new customers.]
:
Other Key Sales Metric(s) Target
[If you have any other metrics you are tracking for sales (software MRR,
customer retention, etc.), define and outline the expectations here.]

Budget
Outline the budget for your sales initiatives, including total base salaries,
bonus/commission structure, resource and software expenses, discounting,
training, travel costs, food, and more.

Did We Miss Something?


Add another section here if you need it.

It’s helpful to compare the sales budget with your


sales forecast, which you can build with this free Sales
Forecasting Template.
Pro Tip:
:
:
:

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