Sales Plan Template - HubSpot X Aircall 2022
Sales Plan Template - HubSpot X Aircall 2022
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.
Table of Contents
1. Mission and Background…………………….…………………….………...…………………
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2.
Team……………………………………………………….…….…….…………..……...……..##
3. Target Market……………………………………...……………………….………………...…
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4. Tools, Software, and Resources…………………………………….……………… ………… .
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5.
Positioning…………………….………….………….….….………….….…….….….…....… .## .
6. Marketing
Strategy……………………….……….….….…….………………….….………...##
7. Prospecting Strategy………………….…………….………………..…..………….……...…
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8. Action
Plan….………...….….….…..…...……….…….....…….......…….....…..…….…...….….…..##
9. Goals.………………………….….….…………….….….……….………….………...………
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10. Budget………………………………..…………………………….…...…………………...…
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Mission Statement
:
[Enter your company’s mission statement]
Vision Statement
Company History/Story
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.]
[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.]
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.]
[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.
[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 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:
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.]
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:
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?
[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.]
[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.]
[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.]
[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?]
[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.]
[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.]
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.
Contents Team
Target Market
#
#
Marketing Strategy #
Prospecting Strategy #
Action Plan #
Goals #
Budget #
Vision Statement
The company’s mission is to [vision statement].
Company History/Story
[Enter your company’s story and/or abridged history]
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.]
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
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.]
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.]
Sales Training
[List all the training you provide for your sales team to achieve their goals.]
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?
[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.]
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
Outbound Marketing
Method Description
Prospecting Strategy
What steps should sales teams take to qualify leads generated by marketing
and reach out to them?
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.]
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
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?]
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.