Free Business Planning Webinar:

AI and Your Plan Register Now

How to Write a Sales and Marketing Plan

Bag of money and a megaphone. Represents creating a sales and marketing plan.

Kody Wirth

2 min. read

Updated January 3, 2024

Download Now: Free Business Plan Template

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:

  • Based on your audience, how will you position your product or service in the current market?
  • What marketing channels, messaging, and sales tactics will you implement?
  • What’s your business model and how will your business operate day-to-day?

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.

What to include in the sales and marketing section

The sections you should include act as a useful framework for exploring and defining your marketing and sales tactics.

Optional sales and marketing information to include

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.

LivePlan Logo

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Create Your Plan
Content Author: Kody Wirth

Kody Wirth

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.