How to create an effective sales and marketing plan

“In any thriving organisation, whether an enterprise or a small business, sales and marketing serve as the backbone, driving growth through deal-closing and brand-building activities,” per Highspot’s Sales and Marketing Strategy guide.

And it’s true.

Your sales and marketing plan is the driving force behind your go-to-market teams’ ability to collaborate and coordinate on important activities and initiatives that ultimately accelerate revenue growth for your business.

And marketing and sales are the orchestrators of said plan.

Here’s the issue, though: Too many plans die in PowerPoint. They look sharp in a boardroom but fail in the field. Why? Because they don’t connect strategy to execution.
In other words, these plans don’t spell out how marketers, sales reps, and enablement personnel should align on daily actions that actually move deals forward.

The best sales and marketing plans cut through the noise.

More to the point, they show go-to-market teams how to:

• Focus their time so they only work on critical tasks and high-value accounts
• Measure what’s working so they can identify any GTM performance gaps
• Adapt fast when the market shifts and business goals change or emerge

Equally as important, the most successful sales and marketing plans force tough choices—because you can’t do everything, but you can do the right things really well.

When you build a joint sales and marketing strategy that gets your enablement, sales, and marketing teams to work in tandem—and using the same set of AI-powered marketing and sales automation tools—you set yourself up to hit revenue targets, secure new customers, and drive business growth like clockwork.

And that’s exactly what we’re going to break down for you here: how to design a sales and marketing plan that actually delivers. No fluff. No jargon. Just a clear, proven path you can steal, tweak, and launch—fast.

As the Highspot team explains, sales and marketing alignment doesn’t happen overnight. Leaders of these go-to-market teams must spend time planning their shared GTM strategy.

What is a sales and marketing plan?

A sales and marketing plan is a blueprint for how your company finds and wins new customers and keeps existing customers. It spells out the specific goals you want to hit and the steps each go-to-market team must take to achieve them.

The plan connects time-based, product-launch, and lifecycle marketing campaigns with activities conducted by sales representatives so everyone works from the same playbook. It also defines who you’re targeting, how you’ll reach them, and what tools and tactics you’ll use along the way to realise sales success.

Key components of sales and marketing plans

At its core, a sales and marketing plan aligns people, process, and strategy to drive predictable, sustainable growth.

A well-crafted sales and marketing plan is indispensable for the success and growth of any company, whether it’s a startup, small business, or enterprise. This plan serves as a roadmap, outlining clear objectives, targeted customer segments, and actionable tactics to drive sales and promote brand awareness.

It enables companies to understand their market position, competitive landscape, and customer needs. On top of that, it provides a structured approach to buyer engagement, ensuring consistent and effective communication across various touchpoints with prospects during the entire B2B buying journey.

By defining specific goals and identifying key performance indicators (KPIs), a sales and marketing plan provides a structured framework for marketing and sales to align their go-to-market efforts. And when GTM teams are aligned, companies can generate significantly more revenue from their marketing efforts.

Sales and marketing plan components	How the component impacts GTM success
Getting buy-in from executive leadership	Without everyone in the C-suite on board, even the best ideas stall. Leadership approval ensures your sales and marketing plan is backed at the highest level, giving all go-to-market teams clear direction and authority to pursue ambitious sales goals that align with broader revenue priorities and the overall business plan.
Securing sufficient budget and resourcing	Strong sales and marketing plans require financial backing to fund content, campaigns, and technology. A well-supported plan covers everything from mapping out a lead-generation strategy, to adopting AI-powered sales software, ensuring sales efforts and marketing efforts scale effectively without resource gaps.
Determining your ICP and buyer personas	Defining your target market and target audience ensures GTM precision. It helps the sales department and customer success teams employ the most appropriate sales techniques that boost buyer engagement and customer satisfaction—all while marketing drives website traffic and executes campaigns that convert.
Establishing a clear timeline for execution	A timeline for your sales and marketing teams’ efforts ties SMART sales goals to real-world actions. Specifically, it gives internal go-to-market and revenue teams clarity, helps external partners stay on track, and ensures sales trends and key metrics are monitored and adjusted at the right cadence to keep momentum.
Implementing the right tools and processes	From email marketing automation tools to CRM integrations, processes make plans scalable. The ideal sales tech stack unifies sales efforts and marketing efforts, streamlining workflows, tracking KPIs, and creating visibility into what drives engagement, productivity, and revenue impact across the sales funnel.
Selecting key performance indicators	Your sales and marketing KPIs spotlight whether revenue targets are within reach. Tracking customer acquisition, customer lifetime value, customer loyalty, and campaign performance ensures you measure what matters and helps you identify the sales techniques and marketing tactics that fuel growth for your business.
Ensuring collaboration across GTM teams	Alignment between marketers, sellers, and enablement is critical. Collaboration ensures sales goals match marketing efforts, messaging stays consistent, and cross-functional teams track the same sales metrics to drive pipeline efficiency, improve execution, and scale winning motions across the entire industry landscape.
Conducting an exhaustive SWOT analysis	An effective SWOT reveals strengths, weaknesses, opportunities, threats. By mapping both internal and external factors, your GTM teams can sharpen sales techniques, refine positioning and messaging, and anticipate risks from competition, ensuring the marketing and sales teams respond proactively to developments.
Analysing market trends and competitors	Studying how others in your industry and vertical operate and monitoring broader business trends tied to your space can ensure you don’t plan in a vacuum. This analysis pinpoints gaps in your go-to-market strategy, clarifies how your products and services stack up, and enables you to act before rivals capture your share.
Forming a well-defined value proposition	A strong value prop is the cornerstone of an effective sales strategy. It makes your mission resonate with buyers and clearly explains why your products and services solve problems better than alternatives, connecting strategy to sales efforts and proving to both buyers and the C-suite why your approach wins.
Choosing the ideal marketing channels	Success with sales and marketing initiatives depends on reaching the right people at the right time. Using cutting-edge sales enablement, CRM, and email marketing automation tools ensures your marketing collateral and related efforts generate MQLs that your reps can then engage through targeted sales outreach.

Marketing plan template to generate new MQLs

The plan you put in place to execute your marketing strategy will obviously require more nuance than this checklist, but these are the foundational elements you need to address first and foremost to get your framework off the ground:

• Nail your ICP so you’re fishing in the right pond. No more casting expensive nets where your dream buyers don’t even swim.
• Build irresistible campaigns that make your target audience click, binge, and beg for more instead of scrolling right past you.
• Craft content so snackable it’s criminal. Think sell sheets, videos, and guides your potential customers can’t stop sharing.
• Turn your website into a 24/7 lead magnet—opt-ins, CTAs, and landing pages that work harder than your SDRs on Red Bull.
• Track every click, scroll, and bounce, as these key metrics reveal which moves are magic and which are marketing dead weight.
• Launch ads that actually work. That means laser-targeted, scroll-stopping placements that strike a chord with potential customers.
• Build a nurture engine with email marketing automation tools so you can send tailored messages your MQLs can’t resist opening.
• Get social like a pro. Don’t just post. Provoke. Spark convos, drop value bombs, and slide into feeds with killer creative.
• Feed your sales department real signals. Share customer data regarding what content converts so they can swoop in hot, not cold.
• Test, tweak, repeat. Treat campaigns like science experiments until your funnel runs smoother than a Formula 1 pit crew.

Sales plan template to nurture and close SQLS

As for the plan behind your B2B sales strategy, this checklist can ensure everyone on your sales team has the confidence to carry out their day-to-day activities, build strong customer relationships, and turn warm prospects into paying customers.

• Start with sales pipeline triage. Sort tire-kickers from real buyers so reps spend time where deals can actually get closed.
• Build a dedicated sales outreach playbook. Personalised cadences make prospects feel like VIPs, not just another name on a list.
• Ensure reps master approaches that spark trust fast. They need to ask sharp questions, listen hard, and flip objections into buying fuel.
• Invest in an AI-powered sales enablement platform that enables reps to tailor pitches and show up prepped and polished to sales calls.
• Ensure reps run demos that dazzle. Don’t just click slides, tell stories that make buyers feel like they’re already using your solution.
• Use your enablement software to track sales analytics and set crystal-clear milestones so reps know if they’re crushing it or coasting.
• Sync with marketing early and often. Trade battle notes on hot leads, what’s working, and where prospects are stalling out in the funnel.
• Sharpen reps’ sales follow-up emails. No generic “just checking in” messages. Drop insights, stories, or resources that push deals forward.
• Keep score with customer satisfaction to ensure delighted prospects become loyal customers, and loyal customers bring referrals.
• Teach reps to close with confidence. Seal the deal, lock the handshake, and celebrate like your quota depends on it (because it does).

Pro tip: Keep in mind that the most comprehensive sales plans go far beyond quotas and timelines. They also factor in the sales coaching, training, tools, plays, and insights that reps require to show up prepared in every buyer moment.

The Highspot team details why constant, streamlined communication among all go-to-market stakeholders is a critical driver of alignment, clarity, and—ultimately—revenue growth.

Why a well-coordinated and collaborative sales and marketing plan is important

Most sales and marketing plan templates come in two flavours:

1. They’re either too vague and generic and don’t provide sales and marketing teams a useful framework on how to create a structured, unified plan.
2. They’re so bloated and unnecessarily complex that they require an MBA and a gallon of coffee just to skim, let alone get a useful blueprint to work off of.

Here’s the truth: Building a sales and marketing plan that actually works requires developing a joint sales and marketing strategy that doesn’t live in a slide deck.

Reminder: Your plan is a living, breathing playbook that requires your enablement, revenue, sales, and marketing teams to work in tandem—every day, on every deal.

By doing so, you can more effectively and efficiently execute on go-to-market initiatives (product launches, integrated marketing campaigns, and the like), turn marketing-qualified leads into sales-qualified leads, and hand those prospects off to sales reps to engage and nurture through the sales funnel.

That is how world-class companies win.

Because when marketers, sales reps, and enablement personnel row in the same direction, you more capably (and quickly) achieve business objectives.

Think of it this way:

• Your sales team needs clarity on which bets move the needle so they can stop guessing and start winning with confidence.
• Your marketing team needs to see what content lands and what flops so they can double down on what fuels pipeline and revenue.
• Your enablement team needs to keep programmes tight, adoption high, and execution sharp so the whole GTM machine runs smoothly.

This isn’t a one-off campaign blitz or flavour-of-the-month initiative. It’s a repeatable, scalable system for turning ideas into action and action into outcomes.

Common sales plan KPIs	Common marketing plan KPIs
Quota attainment: Measures the percentage of reps meeting or exceeding assigned quotas to track overall sales performance	Marketing qualified leads (MQLs): Tracks leads that meet set engagement criteria and are ready for sales outreach
Pipeline coverage: Evaluates pipeline value compared to revenue targets to gauge if enough opportunities exist to close	Sales qualified leads (SQLs): Measures marketing-generated leads that meet sales criteria and progress toward pipeline conversion
Win rate: Tracks the percentage of closed deals versus total opportunities to measure selling effectiveness	Cost per lead (CPL): Calculates the average marketing spend required to generate a single qualified lead
Sales cycle length: Calculates average time from initial contact to deal close to identify efficiency bottlenecks	Customer acquisition cost (CAC): Tracks total spend on marketing and sales activities required to acquire one new customer
Average deal size: Monitors revenue generated per deal to understand selling power and opportunities for upselling	Return on marketing investment (ROMI): Evaluates revenue generated compared to marketing spend to validate programme effectiveness
Lead-to-close rate: Measures the percentage of leads successfully converted into paying customers by the sales team	Website traffic: Measures number of visitors over time to gauge brand awareness and digital demand generation
Customer churn rate: Tracks the percentage of customers lost over time to highlight retention challenges	Conversion rate: Tracks the percentage of visitors who take desired actions like form fills or demo requests
Upsell and cross-sell revenue: Evaluates additional revenue from existing customers through expanded product purchases	Email open and click-through rates: Measures engagement with campaigns to identify messaging resonance and optimisation opportunities
Activity metrics: Measures rep actions such as calls, emails, and demos to evaluate productivity and effort	Social media engagement: Evaluates interactions such as likes, shares, and comments to understand audience reach and influence
Forecast accuracy: Compares predicted sales revenue with actual results to assess reliability of pipeline forecasting	Content performance: Assesses how specific marketing assets contribute to lead generation, buyer engagement, and revenue influence

How to ‘blend’ your marketing strategy and sales strategy for GTM success

When marketing and sales teams chase different goals, you waste budget, lose deals, and miss market opportunities. But when both sides sync, you build unstoppable momentum. With that in mind, here’s how your go-to-market leaders can create a harmonic strategy that factors in both GTM functions’ respective needs.

Onboard cutting-edge marketing and sales tools

Any marketing and sales plan worth its salt needs modern tech to run fast and smart. A sales enablement tool like Highspot provides sellers with real-time insights, guidance, and plays that shorten cycles and improve outcomes.

When our sales enablement tool is at the centre of your GTM tech ecosystem (along with your CRM system of choice), your entire marketing team knows content will actually get used, while reps know exactly which assets to pitch.

Together, these solutions play a pivotal role in building an effective marketing strategy that prioritises quality lead generation and enablement asset production.

What’s more, these interconnected tools also help you build an effective sales strategy that enables reps to track potential-customer behaviour and proactively respond to their actions with the right content at the right time in the right place.

Fuel demand with bold content marketing assets

Your core marketing objective is to spark demand that pulls buyers into the funnel. Most marketing plans neglect to build bold, creative assets that actually earn attention. So, focus on developing assets your target market would find engaging and informative so your sales team can utilise the collateral in conversations.

An exhaustive marketing plan outline should include brochures, one-pagers, demo videos, and other sales content that ‘speaks’ directly to your target audience and their unique pain points and needs and provides sales reps with the resources they need to establish and maintain strong customer relationships.

Align your business strategy to crush sales goals

Accounting for the North Star business plan crafted by your leadership team ensures your sales and marketing efforts connect to action and outcomes.

The great sales and marketing strategies line up this macro vision with micro execution. With each sales team member attuned to organisational objectives, you make mutual progress that translates business goals into predictable growth.

Get on the same page about your target audience

The success of your sales and marketing efforts depends on an explicit understanding of who you’re trying to convert into paying customers. Agreeing on a defined target market avoids inefficient sales processes that fail to convert prospects and keeps both sides of your go-to-market coin tuned to what matters.

When your sales team and marketing team agree on who you’re serving, every programme, play, and pitch lands harder, giving your go-to-market teams a competitive advantage over others that fail to get granular with target-audience selection.

Pinpoint and prioritise your potential customers

Identifying high-value segments lets you see if you need to drive down customer acquisition costs or double down on expansion. Balancing net-new prospects with the customer lifetime value of existing customers ensures long-term gains, not just quick wins.

The sharper your focus, the less wasted sales efforts. Prioritisation keeps reps and marketers aligned on where to spend energy for the biggest revenue impact.

Share data across all sales and marketing efforts

Data is power. Leveraging real-time sales intelligence sharpen pipeline visibility and reveal which plays actually move deals. When insights flow between teams, your sales team can act with confidence while the marketing team adjusts fast.

Democratising sales data creates trust. Both sides know exactly what’s working, what’s stalling, and where to pivot—so you can fix problems before they cost pipeline.

Develop a sales forecasting model with RevOps

Creating a sound forecasting model provides a structured framework for predicting future sales performance. This model involves analysis of historical sales data, market trends, and external factors that might impact sales.

The sales forecasting model should incorporate variables like product demand, pricing strategies, and market conditions to provide an accurate estimation.

A well-crafted model aids in resource allocation, inventory management, and budgeting and serves as a proactive tool for anticipating challenges and capitalising on emerging opportunities, contributing to the sales and marketing plan’s success.

Coordinate on customer relationship management

Sales and marketing alignment, as it relates to CRM, ensures smooth lead handoffs, accurate reporting, and a shared view of every account. Strong coordination keeps sales and marketing in sync, fuelling stronger buyer experiences.

When your CRM is your single source of truth for all-things go-to-market, deals stop slipping through the cracks, visibility and transparency with GTM progress improves, rep efficiency skyrockets, and relationships strengthen at every stage.

Execute your sales and marketing plan with an agentic platform for GTM teams

Recognising that markets, consumer behaviours, and competitive landscapes evolve, an effective plan should be agile and responsive. This involves regularly reviewing KPIs, analysing data, and soliciting feedback to ID areas for improvement.

Whether refining marketing strategies, adjusting sales tactics, or fine-tuning messaging, the goal is to stay attuned to shifts in customer preferences and market trends. By fostering a culture of continuous optimisation, you can adapt rapidly, capitalise on emerging opportunities, and mitigate potential challenges.

And you can best realise this culture with an agentic platform like Highspot that has a unified AI and analytics engine, Nexus,™ that drives GTM performance.

“When GTM performance is off, we often blame content, training, or coaching gaps,” Highspot CEO Robert Wahbe noted in Highspot’s GTM Performance Gap Report. “But the real issue? Most teams can’t see what’s working and what’s not, so they don’t know what to scale or how to fix what’s broken.”

Nexus—and Highspot’s sales enablement solution at large—shed light on go-to-market strengths and weaknesses so you can resolve problems quickly, unearth new opportunities, and refine your sales and marketing plan to drive growth smarter.