9 Tips To Create an Effective B2B Sales Plan

Companies in rapidly growing markets often find it challenging to grow when they fail to prepare for heightened market competition.

Forrester forecasts that the B2B eCommerce market sales alone will increase to $3 trillion by 2027, accounting for only 24% of the overall B2B sales. Such predictions spell even more market competition that businesses will need to plan for to ensure they survive.

Every step must be well thought-out and designed to ensure the business’s success because even the most minor decision decides significantly whether your business will sink or swim.

For example, some companies fail regardless of the quality of their products because they have not properly defined their target audience. 

In fact, according to trustmary, 80% of content marketing is created and directed to the wrong people. This seemingly little mistake costs companies a lot of money and, sometimes, irreversible damage.

Enterprises must clearly define their sales goals to inform their sales team what is required from them at a particular time. However, it is not enough for B2B companies to merely define their sales goals. 

They must also create a well-detailed structure that effectively guides their salespeople through the steps required to achieve the set goals.

This is what a sales plan does for you. 

An effective sales plan acts as a roadmap that tells you where you are going and explains the right way to get there in detail. However, before we go further, let’s look at a sales plan and consider what it entails.

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What Is a B2B Sales Plan?

B2B Sales Plan

A B2B sales plan is an accurately crafted document that maps a company’s objectives, strategies, and processes to its sales team. Simply, it helps businesses know where they want to go and shows them how to get there.

Properly created sales plans contain details that allow sales teams recognize every business activity necessary to achieve revenue targets. 

Sales planning gives sales managers a clear view of where they are in the sales process and what task to perform next.

An effective sales plan ensures that you always stay on track to achieve business goals irrespective of market conditions. With comprehensive market analysis, a sales plan will forecast the changes that may occur and prepares you for them.

As a B2B company, a sales plan will help you drive sales and generate revenue by accurately defining your target audience and determining what they want. This, in turn, lets you satisfy your customers and grow your business while at it.

A sales plan also allows your company to forecast its growth over a specific period. This allows you to determine your company’s requirements, create a budget, and stick to it.

Your sales plan must contain almost every vital information about your business to guide your sales activities. 

Let’s briefly consider some important information you must have in your sales plan to ensure it works.

Revenue Targets

A Revenue target is the number of sales your business believes it can make in a particular period. For a sales plan to be effective, it must contain reasonable revenue targets that your sales team and sales managers work together to achieve.

Since your sales plan should map a path, this section must also include how you plan to meet these targets and the specific metrics you will use to measure success.


A mission is a statement that explains what your organization does and what it stands for. It concisely states your business goals and describes the products and services you provide to your customers.

Your sales plan must include your mission statement to ensure you set goals and strategies that help you fulfill your ultimate business goals. 

With a correctly stated mission, your sales teams understand your business goals correctly and know their roles in fulfilling them.

Target Market

Your target market consists of the people most likely to buy your products. Usually, people in your target market share similar demographics like gender, age, income, or interests.

Your sales plan must identify your target market to enable you to recognize your target customers and know what they need. As a B2B company, your target market should include businesses that need your products and services.

A specific target market allows your sales team generate more revenue because they market your products and services to the right people.

Sales Tools and Resources

Sales tools help your sales managers track customer and sales data. They also help you create and execute your sales strategies. 

For example, CRM software is a handy tool most frequently used by businesses to increase productivity and properly track and manage their sales plans.

Your plan should include the available resources you will need and the ones you might have to get later. Also, include the specific tools your sales team will use and how they plan to use them.

Sales Strategy

A B2B company’s sales strategy is its plan to increase sales and achieve sales targets. Sales strategy clearly states the methods you intend to use to attract prospects to your products and services and convert them to paying customers.

An effective sales strategy allows you to guide your sales teams with effective selling techniques that help them generate new leads.

This section describes how your sales team should engage customers and market products. It should consist of the sales activities needed to achieve specific sales goals.

Try different pricing strategies to improve your sales. Popular pricing strategies include value-based pricing and tiered pricing for SaaS companies.

Sales Budget

Your sales plan’s budget should include all costs you would incur to reach your sales goals.

When accurately constructed, your sales budget enables you to prepare financially for all the tools you might need to achieve your sales goals. Also, it considers possible events that may occur and ensures that you are ready for emergencies.

You should divide the expenses in your sales budget based on factors like importance or frequency. For instance, paying your employees’ salaries is a recurring cost, while training them to use a particular tool is a one-time cost.

Why Should You Create a Sales Plan?

Creating an effective sales plan for your business can be tedious and time-consuming, regardless of the tools or software you use to simplify the process. Why, then, should you bother? 

Let’s consider some benefits of creating a sales plan for your B2B company.

Proper Resource and Time Allocation

With a correctly created sales plan, you can allocate your business’ financial resources to the right channels that ensure you achieve sales goals.

Your sales plan would tell you what is more important between paying your employees’ salaries and taking them on field training.

By highlighting your sales strategy, you tell your sales team what tasks are most urgent. This helps perform the essential tasks at the right time and meet deadlines.

Effectively Track Sales Progress

Track Sales Progress

Every business owner wants to know how their business is doing. Sales planning allows you to track every sales activity your employees perform and determine how it contributes to achieving your sales goals.

Tracking your progress will allow you to see what is working and regularly improve your approach to sales. 

With a sales plan, your teams can recognize where they are and know what to do next. This allows them to commit fewer errors and close more deals.

Consistently Meet Sales Targets

Running a business without a sales plan is like going on a journey with no destination in mind. Your sales plan is what defines your sales goals.

Sales planning highlights every strategy your sales team should use to achieve sales goals. With it, employees can see every task required to achieve goals and perform them at the right time.

If you want your company to meet sales targets consistently, you must create a sales plan that guides your salespeople efficiently. 

Outline Efficient Sales Strategies

Sales planning helps you analyze the market and choose proven selling techniques. It does this by helping you study your successful competitors and see what they are doing right.

Then, it guides you through establishing a competitive price that satisfies your customers and generates enough revenue to meet sales targets.

With an effective sales plan, your sales team will know how to market products and approach prospects to generate leads. Sales planning tells them precisely what to do and when to do it.

Accurate Market Analysis and Forecast

Sales planning ensures that you analyze your market accurately before choosing the most effective sales strategy. You recognize your target audience and know what they want with a good sales plan.

Accurately analyzing your market also helps you follow trends and predict happenings. Hence, it ensures that your sales team meets revenue targets by preparing them for possible events and emergencies.

High Business Growth

Every company wants to grow, be more successful, or both. Sales planning helps your business expand its reach internationally. 

This document provides your sales team with the necessary information to know what prospects in new territories want. It then ensures you achieve growth goals by helping you choose the right sales strategies for that region.

Since creating an effective B2B sales plan is tasking and challenging to do manually, companies use various tools and software to simplify the process. 

Let’s consider some sales tools and see how they can contribute to making and following a sales plan.

Handy Tools To Create Your Sales Plan

Sales Intelligence

Sales intelligence software like Cognism supplies B2B companies with relevant information about their prospects. This tool discovers and analyzes prospective customers and then provides helpful information that enables you to establish sales strategies.

Generally, sales intelligence software helps you meet sales targets by enhancing your sales opportunities and monitoring your market.

With the right sales intelligence tools, your sales team can generate more marketing leads by using its data to locate new prospects.

Sales Acceleration

Sales acceleration tools help your sales team effectively move prospects through the sales cycle and convert them to paying customers quickly. 

Not only does it speed up your sales process, but it also ensures it goes smoothly. It does this by equipping your sales team with the correct data and market automation. 

With good sales acceleration tools, your B2B company can create and achieve sales targets by increasing the rate of customer conversions.

Analytics Tools

Sales analytics tools and software help sales managers gather relevant sales data and convert it to valuable information that helps improve the sales process. 

Most sales analytics software comes with tools like charts and graphs that simplifies data and help salespeople understand it better. This, in turn, makes it easy for sales managers to decide what sales strategy is more effective.

They also analyze trends and provide your sales plans with important forecasts about your business growth.

CRM Software

As the name suggests, Customer relationship management (CRM) software help B2B companies track and manage the communications they have with their customers. 

An effective CRM tool gives you relevant information, such as the number of active customers your business has. This information helps you set and document attainable revenue targets. 

It also lets you see your customer relationships’ flaws and make strategies to improve them.

Tips To Create an Effective B2B Sales Plan

Conduct Situational Analysis

Conduct Situational Analysis

You can’t determine where you can go if you do not know where you are or what you have.

A situational analysis helps your sales managers consider the internal and external factors that affect business growth.

With proper research, you recognize your business’ weaknesses and know how to fix them. It also lets you know your business’s strengths and competitive advantages.

Situational analysis helps your business determine its assets and resources. This allows sales managers to create a budget and allocate resources to the necessary tasks.

Also, it shows you your target market. It will allow you to develop effective marketing strategies to attract them. Your situational analysis also lets you create and develop new sales strategies.

Track Your Progress

Sales plans are flexible documents that are subject to change depending on various factors. Most businesses update their sales plans at least once a year to keep it updated.

Tracking your sales progress helps you gain the information necessary to update your sales plan. With active tracking, you can change sales and marketing strategies to more efficient ones without waiting.

Sales tracking also lets you know what to do to achieve your goals and when to do them. Also, it assists sales managers by allowing them to monitor the sales team activities and correcting their errors immediately.

You can use analytics tools to track your business’ progress. For example, Google Analytics will tell you what platforms your website visitors are coming from. You can then determine how effective your marketing strategy is with this information and decide to make some changes.

Conduct Competitive Analysis

Growing a B2B business is not an easy feat. To survive, you need not only to know who you are selling to but must also identify your competitors. 

Consider your current market and observe your products and services compared to others. This analysis lets you know your business’s competitive advantage, such as unique products and services.  

Analyzing your major competitors lets you gain insight into their success secrets, allowing you to compare sales processes and improve your sales plan where necessary.

Accurate analysis helps you know the market standards and the quality of products and services your target customers want. It also enables you to recognize your competitors’ shortcomings and gain some edge over them. 

Properly Equip and Train Your Sales Team

Your sales plan is only effective when your sales team has the right tools and knowledge to execute it. Hence, you must provide them with the right tools and software to ensure they meet revenue targets.

Without proper tools, your salespeople spend more time than necessary performing tasks. Offering them the right sales tools allows them to source new prospects, generate more leads, and maximize their output.

For example, your sales team could use marketing automation software. This automates marketing tasks and saves them from manually handling marketing and campaigning processes. 

Sales tools can only help when your employees know how to use them. Therefore, you must train your sales team and managers to ensure they can use the sales tools effectively.

Set Smart Sales Goals

Setting goals is essential to create a sales plan. Usually, a business’s sales goals include projections for a particular period. For instance, you could decide that $50,000 is your six-month sales goal.

Your sales goals should reflect revenues from existing customers and new prospects. But to achieve revenue targets, you must only set achievable and realistic goals. 

As a B2B company, you should consider your financial and human resources before you set goals. For example, a company will be overachieving if they decide to grow by 100% in one month.

A helpful tip for setting realistic goals is to create sales strategies that illustrate how you plan to achieve them. Your sales strategy will tell you whether your plans are achievable or unrealistic.

Determine Your Target Customer

As a B2B company, your sales plan will be useless without businesses buying your products and services. Therefore, you must determine the people you want to sell your products and services to.

Sometimes, businesses create customer personas to help them identify their customers’ shared characteristics. A customer persona usually includes prospects’ shared attributes like age, gender, business size, or location.

Knowing your customers’ traits and personalities enables you to determine what they need and what quality of products attracts them. Their demographic also help you assess and improve your sales strategy and approach to reach new prospects and generate more revenue.

Set Detailed Sales Strategies

Your sales strategies and methodologies are an essential part of your sales plan. They are what your sales team uses to sell your products and services to prospects.

Hence, you must ensure that every sales strategy is well-detailed to guide your sales team members through every sales task. They must include selling techniques that have been analyzed and proven efficient. 

Your strategies should state clearly how your sales reps should position your products to customers to ensure they hit their sales quota.

Also, it should consist of the specific sales processes you want your sales reps to use. This helps every sales team member stay on the same page and work together to hit sales targets.

In addition, you should update your sales strategy consistently to account for changes in the market and ensure customer satisfaction.

Assign Team Members to Specific Roles

Since one person can not carry out your sales plan, you will need a sales team of experts. However, it is not enough just to have a sales team. You must ensure that your sales manager correctly assigns roles to your sales team members according to their strengths, skills, and experience.

Clearly defining roles helps you meet your sales goals by ensuring your employees perform every task required to meet revenue targets. It increases your sales team’s overall productivity by allowing every member to focus on specific tasks.

Also, it enables you to track your sales strategies and processes. With assigned roles, your sales managers know the efficient team members and those who have trouble completing tasks.

Keep Your Sales Plan Updated

Your sales plan can never be perfect, and even if you think it is, something new will come up that you would need to include. Updating your sales plan saves you from creating one from scratch and helps you improve your marketing strategies.

Changing market situations could require changing your sales targets and reallocating your resources. 

For example, many B2B companies had to stop all or most business activities during the COVID-19 global pandemic in 2020. That unpredictable change and the events that happened after must have led businesses to re-evaluate their sales plans and adjust to the current situation.

Since customers’ wants are prone to change, you must consistently update your products and sales strategy to satisfy their needs. 

In Conclusion

B2B sales are tricky and take more time with a longer sales cycle. Coupled with a rapidly changing world, setting and achieving revenue targets in such a market is daunting.

However, creating a sales plan helps you be proactive and shortens your sale cycle. An effective sales plan will enable you to streamline your sales and market strategies toward the common goal of hitting revenue targets.



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