How to Write a Sales and Marketing Plan

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.