9 Step Sales and Marketing Plan

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Sustainable and predictable revenue growth requires a continuous process of evaluation, planning and execution. The overarching goal of a marketing and sales [revenue] strategy and plan is to:

  • Increase Volume: Generate more awareness, visits, connections and inquiries – more “at bats”.
  • Increase Value: Get better and more qualified opportunities that deliver a greater customer lifetime value (CLTV).
  • Increase Velocity: Increase the speed and rate of conversion at each step of your marketing and sales funnel.
  • Increase Revenue: Retain and expand existing and close new relationships.


The 3 Layers of the Revenue Architecture

When developing a marketing and sales plan, there are many factors to consider:

Revenue Strategy
Clarifying your target market, core offerings and paths to market is job one in developing an effective revenue strategy and plan. 

It is critical to truly understand your ideal buyer and total addressable market and how your offerings are positioned to win. With this clarity, you can then specify how you will access chosen markets competitively.

Revenue Systems
Your brand, digital presence, people, process and technology form the foundation for sustainable growth.

Too often websites, branding and collateral do not speak to the core value proposition or are out-of-date. Technology is not integrated to enable full-funnel engagement and people and processes are not operationalized for predictable revenue.

Revenue Programs
Inbound Marketing, ABM and Outbound sales are over-hyped and don’t work for every business.

Your product and service complexity, the size of your total addressable market (TAM), your deal size, sales cycle velocity and the types of buyer personas / buying centers you engage will dictate entirely different buyer engagement programs.


The 9 Step Sales and Marketing Plan

These 9 steps can help you focus and prioritize.  Every business we work with struggles with one or more of these 9 dimensions.


Revenue Strategy Steps

  1. Select your market segments based on your ideal customer profile. By selecting and segmenting your target markets and understanding the TAM (total addressable market) and ideal buyer personas, you can better focus align your go-to-market strategy.
  2. Refine your offerings with clear value propositions to your target buyers. Revenue performance depends on compelling propositions to your ideal clients. Effective value propositions meet client needs, are differentiated and clearly communicated. Value propositions provide focus for your firm and your prospective customers.  New growth may require adjustments in your offering portfolio and positioning.
  3. Identify your paths to market. You may require different paths to market to help customers conveniently access your services. Direct and indirect channels, partners, referral sources and influencers play important roles in how you distribute your products and services.


Revenue Systems Steps

  1. Establish a modern “brand platform”.  Your visual brand and messaging, websites and digital presence, marketing collateral and resources all serve as a foundation for marketing, sales and service execution.
  2. Select, deploy or enhance your revenue technology stack.  Your technology enables the marketing, sales and service process. Advances in marketing automation, CRM, advertising, data management and predictive intelligence are transforming the customer acquisition and service process.
  3. Ensure your revenue process fits with your buyer’s process and that your team has the skills they need. Different business models and offerings require different types of skills and client acquisition processes. Your talent and processes must be enabled to effectively orchestrate “full-funnel” buyer engagement.


Revenue Programs Steps

  1. Architect the right kinds of marketing programs. Understanding customer needs in your target market segments helps you craft experiences that engage at every stage of the aware-consider-decide buyer process. Different campaign archetypes (including outbound, inbound, influencer, paid media) fit different segments and strategies.
  2. Execute good selling. Is your selling team using persuasive communications and good selling and relationship management practices to prospect for and engage with accounts and customers? Are they qualifying effectively, managing opportunities and closing relationships at the right quality and velocity? Good selling practices, methodologies and techniques require continuous development to maximize revenue performance.
  3. Enable customer service for retention, upsell and cross sell. Good customer service happens day-to-day through best practices and enabling technology. Customer service and delivering for customers is critical to customer retention, upsell, cross-sell and revenue performance.


Revenue Grader Scorecard

Suggesting only 9 steps makes a complex and multifaceted process seem simple and we all know it is actually complex. However, most businesses don’t need to fully address every one of these 9 steps at the same time.  The key is to continuously review prioritize the issues and opportunities, while also considering critical dependencies. For example, defining your value propositions to market requires that you first build a complete understanding of your ideal customer profile and buyer personas.

The Revenue Grader is a simple assessment tool that you can use to determine where your primary areas of focus need to be. Armed with these priorities, you can sequence your plan. We also offer a facilitated way to do this. The Revenue Architecture Diagnostic is a time-boxed process we use to guide you through these steps.