Kody Wirth is a content writer and SEO specialist for Palo Alto Software—the creator's of Bplans and LivePlan. He has 3+ years experience covering small business topics and runs a part-time content writing service in his spare time.
2 min. read
Updated January 3, 2024
You’ve addressed what you’re selling and why in the products and services section. You now have an understanding of the market and an ideal customer in mind thanks to your market analysis. Now, you need to explain how you will actually reach and sell to them.
The marketing and sales section of your business plan dives into how you’re going to accomplish your goals. You’ll be answering questions like:
By the end of this section, you should have an outline of what growth looks like, what milestones you intend to hit, and how you’ll measure success. Basically, you’re backing up the opportunity you’ve identified with a solid go-to-market plan.
The sections you should include act as a useful framework for exploring and defining your marketing and sales tactics.
How does your business differ? What do you do that others don’t? If you’re unsure, work through a handful of strategic exercises to create a simple but convincing positioning statement.
A marketing plan brings together strategic goals with tangible marketing activities designed to reach and engage your target market—ultimately convincing them to purchase your product.
The basics of a marketing and sales plan are fairly straightforward. However, it’s also the perfect place to flesh out any details that you think will make your outreach efforts successful.
What makes your business unique? How does the solution you provide stand out? This is your chance to point to what you believe potential customers will find more valuable about your business over the competition.
While we don’t recommend creating separate traditional and digital marketing plans, it may be wise to explore and address them separately within your plan.
How will you convince your customers to buy your products or services? While actual ads and promotions may be months away, it’s best to think through and even mock up designs now.