It’s important to try and estimate the magnitude and the timing for each in an effort to limit any surprises—i.e. While the best sales reps know all that has been mentioned, the majority of reps do not take the time to write it all down.
They figure it is in their head or they have done this so many times that the need to document the information has dissipated.
The best plans will highlight how this information cascades down to specific functions in the organization and addresses their specific business needs.
While a number of opportunities should be pinpointed, not all opportunities are created equally.
In other words, revenue targets are usually established by the CFO as investors / shareholders require certain financial returns.
Because expenses and profitability are a function of revenue, if revenue is not at the level of the desired financial returns, then the number must increase, expenses reduced or some combination thereof.
Strategic sales planning is typically executed top down in an organization, and the most effective plans are clear, concise and continually communicated.
Basically, the sales plan defines the strategic and tactical details for acquiring new customers and retaining existing customers, at a company level.
It’s obvious that a well thought-out sales plan is key for acquiring new customers.
For existing customers, the focus is typically on expanding share of wallet in each existing account by selling additional functionality within a product or solution area or selling a completely new solution.