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Sales & Marketing
Development Plan
For the Chief Revenue
Officer
1
Contact:
Ed Alexander
(781) 492-7638
[email protected] loyalty, minted daily
The interactive framework on the
next page shows a comprehensive
Sales & Marketing Development
Plan for a typical profit enterprise.
For demonstration purposes, a few
subtopics in the two right-side
quadrants are color-shaded (light
red, yellow or green) according to
the Legend to demonstrate how the
use of “traffic signals” as a color
scheme might aid interpretation.
Introduction
2
Navigation tip:
You can view this
slide deck in
sequence, or click
on main topics,
tabs and arrows to
jump around
quickly
Get your own
If you think this tool
would be useful for
your own planning,
development, training
and review purposes,
click here
to skip to the end for
instructions on how to
get this file as a native
MS PowerPoint file
(.ppt) that you can
“flesh out” and tailor to
your heart’s content.
Sales &
Marketing
Development
Plan
Quota/Domain Math
Territory Management
Sales Incentive Plans
Sales Process
Account Development
Customer Asset Management
Deployment
Funnel
Rapid Deployment Direct
Co-Led
Staff Augmentation
Renewals
LOB Penetration
Corp.Penetration
Partner
Satisfaction
Referenceability
Maintenance Renewal
Existing Business
Community
Brand Promise & Mission
Total Accessible Market
Segment
Title with Pains
Top Targets
3rd Party Landscapes
Differentiators
Barriers
The Big Picture
Market Segmentation
Ideal Customer Profile
Competitive Landscape
Value PropositionPositioning
Messaging
Lead Generation
Marketing Cloud
Content
Communities
PR / Analysts
Analytics
Models & Metrics
Action Chains
Reporting
Advertising
Direct Marketing
Telemarketing
House & Outside Events
Partner Marketing
White Papers
Collateral
ROI Tools
Blog Articles
Customer Testimonials
Directors & Advisers
Clients & Partners
Employees & Members
Public, Pro & Industry
Promotional
Transactional
Resource Plan
PR Plan
Speaking Engagements
Blogging
Industry Analysts
Financial Analysts/VC
Sales and
Distribution
Strategy
Strategic
Marketing
Framework
Customer
Development
Program
Integrated
Marketing
Plan
Legend
Active
Developing
Planned/Inactive
Not Included
Project ManagementSchedules and Milestones
People, Process, Resources
Partner Strategy
Qualification
Sales Process Development
Sales Tools
Ecosystem
Co-marketing
System Integrator
Technology
3
Click main
topic s & tabs
to view
subtopics
Web Properties
Pricing Model
Perpetual
Term
Transactional
Outside
Inside
eStore
Direct Sales
Sales Pipeline
Sales Management
Distribution Evolution Model
What follows is a breakdown of all topical
areas in each quadrant, with space
available for elaboration on each topic.
4
Sales & Distribution Strategy
5
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Distribution Evolution Model
Pricing Model
Direct Sales
Partner Strategy
Sales Pipeline
Sales Management
6
Distribution Evolution Model
back to main
Sales &
Distribution
Strategy
Pricing Models• Perpetual
• Term
• Transaction based
• Asset based
7
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Sales &
Distribution
Strategy
Direct Sales• Outside
• Inside
• eStore
8
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Sales &
Distribution
Strategy
Partner Strategy• Ecosystem (Reseller, Partner, etc.)
• Co-marketing
• System Integrator
• Technology
9
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Sales &
Distribution
Strategy
Sales Pipeline• Qualification Criteria
• Sales Process Development
• Sales Tools
10
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Sales &
Distribution
Strategy
Sales Management• Quota / Domain Math
• Territory Management
• Incentive Plans
• Process (suspect > prospect > close)
11
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Sales &
Distribution
Strategy
Customer Development Program
12
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Project Management
Deployment Funnel
Account Development
Customer Asset Management
Project Management • Schedules & Milestones
• People
• Processes
• Resources
13
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Customer
Development
Deployment Funnel• Direct
Rapid Deployment
need: FAQ, process doc
• Partner
Co-Led -
Staff Augmentation
Need: implementation partner
14
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Customer
Development
Account Development• Renewals
• Line of Business Penetration
• Corporate Penetration
15
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Customer
Development
Customer Asset Management• Satisfaction
• Referenceability
• Maintenance Renewal
• Existing Business
• Communities
16
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Customer
Development
Strategic Marketing Framework
17
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The Big Picture – Raison d’etre
Market Segmentation
Ideal Customer Profiles
Competitive Landscape
Value Proposition
The Big Picture – Raison d’etre • Brand Promise
• Mission
18
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Strategic
Marketing
Framework
19
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Strategic
Marketing
Framework
Market Segmentation• Total Accessible Market
20
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Strategic
Marketing
Framework
Ideal Customer Profiles (duplicate & complete one of these slides for each segment)
• Segment
• Title with Pains
• Top Targets
21
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Strategic
Marketing
Framework
Competitive Landscape (SWOT)• 3rd Party Landscape
• Differentiators
• Barriers
22
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Strategic
Marketing
Framework
Value Proposition• Positioning
• Messaging
Integrated Marketing Plan
23
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Lead Generation
Marketing Funnel
Sales Tools
Communities
Web Properties
PR / Analysts
Lead Generation• Advertising
• Direct Marketing
• Telemarketing
• House & Outside Events –
• Partner Marketing
24
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Integrated
Marketing
Plan
Marketing Cloud• Analytics
• Models & Metrics
• Action Chains
• Reporting
25
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Integrated
Marketing
Plan
Content• White Papers
• Collaterals
• ROI Tools
• Portal
• Customer Testimonials
26
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Integrated
Marketing
Plan
Communities• Directors & Advisers
• Clients & Partners
• Employees & Members
• Public, Pro & Industry
27
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Integrated
Marketing
Plan
Web Properties• Promotional -
• Transactional –
• Resource Plan -
28
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Integrated
Marketing
Plan
PR / Analysts• PR Plan
• Speaking Engagements
• Blogging
• Industry Analysts
• Financial Analysts / VC
29
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Integrated
Marketing
Plan
30
Get a free copy of this template as a native
Powerpoint (.ppt) file that you can use in
planning, developing and reviewing your
own sales and marketing programs.
Great for training, too!
back to main
or contact:
Ed Alexander
+1 (781) 492-7638 EST (UTC-4)
click here
