Company mission and positioning
Start broadly, reiterating the company’s big picture, overarching mission. Add to that details on your positioning within the marketplace and your unique selling proposition (USP) to help ground the tactics you’ll explain later on.
Sales organization structure
Outline your entire sales organization—creating an org chart of the sales team and outlines responsibilities and goals assigned to each role.
Sales goals and targets
Note the high-level goals, sales targets, and KPIs you plan to hit, along with a timeline for achieving them. Ensure these goals are realistic, ambitious, and measurable, above all.
Target audience and customer segments
Define your target audience and customer personas upfront to make it easier to identify the most effective tactics for reaching them. Enterprise sales teams, for example, may include specific target accounts.
Sales strategies and methodologies
Outline your overall sales methodology and strategy. Combine the previous sections into a coherent strategy to drive your sales organization and include things like account-based sales (ABS) strategy, inbound sales strategy, and outbound sales strategy.
Sales execution plan
Your execution plan takes the strategy above and details explicitly how you’ll operationalize that strategy toward the goals you’ve set out.
The rest of your plan deals with the resources and support your team will need to accomplish everything above. That includes financial resources, tools, training, and more.
Sales enablement deals with the training materials your sales team will need, customer content, and other educational needs.
Sales operations details other requirements including recruiting needs, your framework for sales interactions, and tools and software your team will need.