Business plans often glaze over sales and marketing very quickly. They want to know what the overall revenue goals are sure but the HOW is grossly underrepresented. That’s the problem of setting targets, goals, and dreams without understanding what it will take to get there.
We often find that sales and marketing are still the wild west of strategic planning. They get some top-level attention to help define key principles such as your target audience or your core values, but rarely include any of the actionable items. So how do we blend the strategy and plan to achieve that ultimate goal: more revenue?
Before you make the goals, check to make sure that you are incorporating all of the below:
Your marketing plan should include:
– Your key messaging concepts: What are you going to say that will capture your audience’s attention? What problem do you solve, what are the motivating factors, why does your customer care Your marketing plan should clearly and concisely be able to articulate your core message.
– The channels you plan to use: Once you know what you are saying, where you will say it is the next step. Each platform, channel, and community might need a different message and a different way of expressing it.
– Your investments (financial, time and frequency): Marketing is going to cost you one way or another, even free channels on social media are becoming more of a pay to play platform. Your marketing plan needs to map out your commitment.
– Your goals and KPIs. For each channel: It is critical that your plan includes clear expectations so you can measure your ROI, make adjustments and improve.
Your sales plan should include:
– Prospecting: where are you going to find new prospects and leads? Where and how are you networking? How does your personal brand show up on social media?
– Strategic Partners: Who are your business friends who send you more business? Building and developing great strategic partnerships is not only good business sense, but great for your pipeline.
– Your process. Creating a sales strategy takes careful process mapping. How do leads go through your pipeline? What are the critical steps that need to be taken? How can this process be repeatable across your entire team? If sales are the first ambassador of your brand, it is critical that you have a brand congruous process.
– Your KPIs and goals. You need to track your activity just as much as your results. As a sales professional, you need to put in the calls, work, and effort into finding your leads and building the business. Once you are able to hone in on those key metrics you will be able to calculate how much you make every time you pick up the phone.
Building both your sales and marketing muscles is critical to developing more revenue for your business. To help achieve maximum impact, many businesses are hiring a CRO (Chief Revenue Officer) to ensure both of these departments are achieving their shared goal, reducing processes and investments that aren’t paying off and holding the team accountable to growth. If it’s time to see more revenue come in your business we are here to get you there! Contact @revenue today and let’s create a plan for your next milestone.