How to Create a B2B Sales Plan: Template + Examples

Jens Hutzschenreuter

A sales plan is an essential tool for any business, especially in B2B. It provides a roadmap for achieving your sales goals. By clearly outlining your strategies and tactics, a well-crafted sales plan will keep you on track and help you measure your progress along the way.

Creating a sales plan can seem daunting, but it doesn’t have to be. This article lays out a structure for a sales plan. We will extend this article over time.

In this post, we’ll cover

What Is a Sales Plan?

A sales plan is a document that encompasses goals, target customers, and sales strategy aimed at attaining necessary results. It enables a company’s leadership and sales team to plan concrete measures and initiatives to achieve the defined business outcomes as well as predict business-related risks and steps to avoid them.

What Is the Sales Planning Process?

  • Gather historic sales data
  • Define your objectives including existing business plans
  • Define your assumptions going into sales planning
  • Determine metrics for success
  • Determine current situation
  • Start sales forecasting based on current performance
  • Identify gaps to success metrics and business plan
  • Ideate new initiatives to close gaps
  • Involve stakeholders for feedback
  • Outline action items and determine ressource requirements

What are typical elements of a sales plan?

A typical sales plan includes the following sections:

  • Executive summary
  • Key assumptions
  • Target customers and related products / services
  • Revenue Targets, Business Plan
  • Strategies and Tactics (incl. Marketing initiatives)
  • Pricing and Promotions, marketing and sales channels
  • Deadlines and responsibiliites
  • Team structure
  • Resources
  • Market Conditions

Structure of sales strategy / quarterly sales plan

A structured sales plan provides clarity and guidance in a turbulent environment. Based on over 100 projects, we provide you with a suggested structure to map out specific goals, action items, and target dates for progress.

Executive summary

  • What targets will you hit
  • Which measures are you taking
  • Which (incremental) ressources do you need

Key assumptions for this sales plan (examples)

  • Focus on product A and region B to generate the revenues
  • Keep existing product mix
  • Product improvements / innovation
  • Other departments plans / confirmed actions
  • Overview
  • Customer segments, ABC-analysis
  • Products
  • Geographical split
  • Market size and penetration today and in future

Business Planing

  • Triangulation of plans
    • Performance based on previous performance (“bottom-up 1”)
      potentially: variance analysis of actual results vs. plan of previous timeframe
    • Performance based on realistic & ambitious estimates from managerial experience (“bottom-up 2”)
    • top-down targets from business plan (communicated towards shareholders) (“top-down”)
    • Gap analysis between today “bottom-up 1”, “bottom-up 2” and “top-down”
  • Decision, which plan (named “sales plan“) will be basis for next timeframe
  • Potentially: sensitivity analysis for baseline (goal: understand how much initiatives are relying on these factors)
    • number of resources / seller
    • avg. revenue per deal
    • ramp-up time per seller
    • target achievement per seller
    • product / country / margin mix
    • Employee churn
    • Customer churn
  • As needed: “sales plan” breakdown to quarters, months, weeks and days.
  • As needed: breakdown “sales plan” to teams and individuals incl. 10-20% buffer for every hierachy level
  • Prepare: Development of measures to fill gap to get to “sales plan”
sales plan progressive

Initiatives and measures

  • 3-5 key initiatives to deliver the “sales plan” as outlined above
  • Each initiative is linked to 3-7 specific measures linked to metrics and financial outcomes
  • Per initiative: sensitivity analysis (goal: understand how much initiatives are relying on these factors )
    • number of resources / seller
    • avg. revenue per deal
    • ramp-up time per seller
    • target achievement per seller
    • product / country / margin mix
    • employee churn
    • customer churn
  • Each measure is linked to one person responsible and has a clear timline
  • Ideally: every initiative can be measured by specific KPIs (to see if progress is made)

Required resources

  • FTE resources Marketing
  • FTE resources Sales
  • Budgets (team, budget for marketing, new tools or incentives / SPIFFs)
  • Resources of other teams (examples)
    • IT support for implementation of new sales tools
    • Product management for changes to product / services
    • Customer Success / Account Management
    • Operations


  • Which marketing channels will be used
  • Which sales channels will be used

Overall outcome of a sales plan

  • Overview: which team approaches what type of customers through which channel and which product / service offering
  • Planning of all initiatives and tasks for upcoming timeframe incl. responsibilities
  • Financial planning sales / P&L in collaboration with controlling department
  • Overview of all requirements to other departments / companies and shareholders to achieve the plan
  • Outlook for timeframe following the planned timeframe (t+1)

Sales plan in one sentence

We will achieve an overall goal of 1,3 m€ in net new ARR in Q1/23. For this I need 500 k€ (in budget and headcount, 100 k€ incremental budget required) and the defined support from the organization / shareholders.

Sales plan examples

Over time, we will link examples of sales plans in this section.

Jens Hutzschenreuter

Jens Hutzschenreuter

Jens is a previous B2B Sales leader (Groupon, ryd), ex-Management Consultant with Boston Consulting Group and is now supporting ~50 B2B sales organizations annually in developing systems, structure and processes to scale an organization up to 250 sellers.