The Blueprint for Creating an Effective Sales Plan

I’m still amazed with how many companies build their annual sales plans independent of their financial budgets… and it’s not just small companies that have this problem, either. There are larger companies that want to grow quickly that aren’t making this crucial connection and it’s holding them back.

Even the companies that do tie these pieces together still have holes in the process that create problems as the year rolls on. ?You may need to take another look at your sales planning cycle if you’ve felt these pains:

• Your sales plan (even if delivered) isn’t enough to cover the commitment of the financial budget
• Your sales teams spend their time on an initiative that isn’t truly a needle-mover for the company
• You experience operational bottlenecks or you have to restructure departments because revenues are off target
• You have to scramble mid-year to re-forecast because the plans are so far from reality
• You have an end of year “hockey stick” in your plan in order to hit the full year number

None of these things are fun to deal with and they impact the business dramatically. You can avoid many of these next year, by working NOW to get your new sales plan set up effectively.

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What Is the Blueprint for an Effective Sales Planning Cycle?

An effective sales planning cycle is crucial for aligning teams, setting clear goals, and adapting to market dynamics. No plan is ever perfect, especially when it’s created so early. Having a nimble process to create and then adapt can mean the difference between hitting your targets and missing them.

At Midgame Consulting, we break down the cycle into three key phases to ensure that your sales strategy not only gets off the ground effectively, but continues to thrive throughout the year:

1. Organize and Develop

This initial phase is all about alignment—getting key stakeholders on the same page and ensuring they stay connected throughout the process. Begin by gathering input from leaders across departments, especially sales, marketing, and finance. The goal is to develop a sales plan that integrates company-wide objectives with the realities of the sales landscape.

During this stage, it’s essential to:

• Set Clear Objectives: What do you want to achieve? Define revenue goals, target markets, and customer segments.
• Engage Stakeholders Early: Ensure that leaders across departments are involved in the discussion. Their insights will help craft a realistic, holistic plan.
• Stay Aligned: Schedule regular check-ins to maintain alignment between teams as the plan is developed. This will help prevent silos and miscommunication later on.

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For a deeper dive into the preparation and planning parts to this stage, be sure to attend our live webinar, Setting Up Sales Plan Success, on Monday, September 16th at Noon ET. (If you are reading this after that time, follow the link to see the replay.)

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2. Preparation and Rollout

Once the plan is crafted, the next step is to communicate it effectively to the entire organization, especially the sales team. A well-executed rollout can make all the difference in driving buy-in and ensuring that everyone is working toward the same goals.

Key elements in this phase include:

• Tailoring the Message: Present the sales plan in a way that resonates with each team. Executives need the big-picture vision, while the sales force requires actionable steps.
• Training and Resources: Equip your sales team with the tools and resources they need to execute the plan successfully. This includes CRM training, sales scripts, and product education.
• Set Milestones: Break the plan down into quarterly or monthly milestones, so progress can be measured and celebrated along the way.

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3. Monitor and Adjust

The final phase ensures that your sales plan remains a living, adaptable strategy. Market conditions change, customer needs evolve, and internal processes may need tweaking. Effective monitoring and adjusting help you stay proactive rather than reactive.

Best practices for this phase include:

• Gather Feedback: Continuously seek both objective (sales metrics) and subjective (team feedback) input to assess the effectiveness of your plan.
• Be Ready to Pivot: If certain strategies aren’t working, don’t hesitate to make adjustments. Flexibility is key to staying competitive.
• Track KPIs: Regularly measure performance against key metrics to identify areas for improvement. This might involve adjusting sales territories, quotas, or training needs.

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A successful sales planning cycle requires collaboration, clear communication, and ongoing refinement. By focusing on these three stages—organize and develop, preparation and rollout, and monitor and adjust—you can create a dynamic sales strategy that adapts and thrives throughout the year.

To help you through this process, we’ve developed the Annual Sales Planning Guide to go into more detail through these phases of the process. It’s completely free and walks you through creating a successful plan step-by-step. Go to https://www.SalesPlanSuccess.com to get your copy today!

Additional Resources:

• Your Sales Compensation Plans Just Rolled Out… Now What? By Rich Bishop
• Setting Up Sales Plan Success (Webinar)
• Get your Annual Sales Planning Guide for free at SalesPlanSuccess.com