What

8 important areas to include in the Strategy to Sales process for developing business and sales plans:

Whether you are running a company, or planning to start one, you need robust plans to ensure success. Not only do you need tactical plans focusing on sales and marketing, but also plans that ensure that everything you do are well anchored in a comprehensive understanding and a long term orientation. In that sense, your Business Plan and Sales- and Marketing Plan are two of your most important documents.

Business Plan

A Business Plan should include a definition of who you are, what you offer, a description of your market and competitors, where you want to go and how to get there. This includes an analytical section and a strategy section to ensure that all operative actions you take meet both your short-term and long-term goals. When sharing your plans with investors or partners you must convince them that you are on top of what you’re doing, that you care and that you are engaged. It is important both to present your current situation and projected development to create understanding, enthusiasm and commitment. This is crucial to build a winning team!A Business Plan should include a definition of who you are, what you offer, a description of your market and competitors, where you want to go and how to get there. This includes an analytical section and a strategy section to ensure that all operative actions you take meet both your short-term and long-term goals. When sharing your plans with investors or partners you must convince them that you are on top of what you’re doing, that you care and that you are engaged. It is important both to present your current situation and projected development to create understanding, enthusiasm and commitment. This is crucial to build a winning team!

Once you’ve developed you Business Plan, you can start implementation:

• Define your communication strategy and platform, including choice of media to for communicating with your target segments
• Develop sales and marketing material
• Prepare your sales and marketing plan
• Create maximum participation, internal and external

Sales- and Marketing Plan

A Sales and Marketing Plan is a tactical document for a specific year which, based on the Business Plan, describes your current situation, your goals and strategies, as well as the actions you need to take to achieve your goals, whether qualitative or quantitative. In this document you will also find sales figures and related costs.

How

In  order to develop effective plans, you need a structured approach based on a comprehensive understanding of the market and the company’s situation. The From Strategy to Sales process is dependent on active participation by key people in your organisation.

ELEMENTS IN A SALES AND MARKETINGPLAN

Analysis
Market / Our position

Products
Products / Service and support

SWOT-analysis
Strength / Weaknesses / Possibilities / Threaths

Goal
Qualitative goals, positioning / Quantitative goals

Marketing-mix
Product / Price / Distribution / Activities / Staff

USP’s and tactics
Unique selling points / Tactical approach

Activities
Launching / Exhibitions / Marketing / PR

Action Plan
Detailed plan including responsibilities and deadlines