Alius- 5 Steps to a Sales & Marketing Plan

4
WRITE THE PLAN
Writing the Plan should be simple after the discussion of the first three steps, but in reality
the writing down itself often kicks out important and pertinent questions. First, there is
often the question of who should write it, and this engenders a discussion around the
gatekeepers of the brand and accountability. The writing process can often identify gaps in
accountability that are helpful to note and close. The document itself should contain the
goals and budget, but remain as short as possible in order to be useful and, most
importantly, used.
5 Steps to a Sales
& Marketing Plan
"If you have a goal, write it down.
If you do not write it down, you do
not have a goal, you have a wish.
- Steve Maraboli
MONITOR, ADJUST
5
Peter Drucker, perhaps the father of modern business management, told us “If you can't measure it, you
can't improve it”. In this area, ne’er a truer word was said. The Sales & Marketing Plan can and should
form the basis of the agenda for monthly sales team meetings and be subject to measurement and
scrutiny. Every variable that is possible to be quantified, should be. With the ubiquitous embrace of
technology as a key communication channel, and the simplicity of analytical tools, any online activity
should be measured and shown graphically.
Changes to client profile, SMART goals, and realistic targets can be discussed and agreed amongst the
team to ensure not just that everyone is on board, but that the Plan remains relevant as the year
progresses and the world changes. A more detailed review of the document itself can take place quarterly.
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