The document is a Sales & Marketing Development Plan template that outlines four major parts: Sales and Distribution Strategy, Customer Development Program, Strategic Marketing Framework, and Integrated Marketing Plan. It provides sample content and suggested key performance metrics for each section to help users develop their own customized plan. The template comes as a PowerPoint file that can be tailored for a user's specific needs.

1. crowdsourced
Sales & Marketing
Development Plan
for the
Chief Revenue Officer
18/5/2014
Ed Alexander
Chief Digital Consultant
how customers happen

2. The clickable map on the next page
outlines 4 major parts of a Sales &
Marketing Development Plan for a
typical organization.
For some, this is too much structure;
for others, not enough. What matters
most is that you are marketing and
selling effectively, shipping product,
wowing customers, innovating, and
measuring what matters to improve.
Sample metrics are provided on each
page to get you started. Feel free to
substitute metrics and terminology
that matter to you.
Introduction
2
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3. 3
Sales and
Distribution
Strategy
Strategic
Marketing
Framework
Customer
Development
Program
Integrated
Marketing
Plan
Sales &
Marketing
Development
Plan
Glossary

4. 4
What follows is a breakdown of each quadrant,
followed by (and linked to) detail pages where you
can elaborate on each topic. Some suggested
content, such as Key Performance Indicators for
each topic, is pre-loaded to get you started.
For demonstration purposes, a few subtopics in the
two Marketing quadrants (right) are color-shaded
(light red, yellow or green) according to the Sample
Legend to show how the use of “traffic signals” as a
color scheme can aid interpretations and decisions.

5. Sales &
Marketing
Development
Plan
Account
Development
Rapid Deployment
Co-Led
Staff Augmentation
Strategy, Vision,
Brands
Total Accessible Market
Segments
Titles, Personae, Pain
Top Targets
SWOT Analyses –
Strengths, Weaknesses,
Opportunities, Threats
Market
Segmentation
Ideal Customer
Profile
Competitive
Landscape
Positioning
Messaging
Models & Metrics
Buyer’s Journey Review
Analysis & Reporting
Maintenance
Calendar
Collaterals (.pdf, video)
Customer Testimonials
Conversion tools
Directors & Advisers
Customers & Partners
Employees & Members
Public, Pro & Industry
Promotional
Transactional
Blogs & Social Channels
Resource Plan
Sales and
Distribution
Strategy
Strategic
Marketing
Framework
Customer
Development
Program
Integrated
Marketing
Plan
Sample
Legend
Active
Developing
Inactive/Planning
Schedules & Milestones
People, Process,
Resources
Partner Strategy
CRM
Qualification
Process development
Sales Tools
Ecosystem
Co-marketers
Integrators
Solution sellers
5
Web Properties
Pricing Models
Perpetual
Term
Transaction based
Asset based
Outside
Inside
eStore
Direct Sales
Sales Pipeline
Sales Management
Lead Generation &
Engagement
PR / Analysts
Audiences &
CommunitiesDeployment
Funnel
Direct
Partner
Customer Asset
Management
Renewals
Account Penetration
Industry Penetration
Satisfaction
Referenceability
Maintenance Renewal
Existing Business
Community
Project Management
Quota/Domain Math
Territory Management
Sales Incentive Plans
Sales Process
CRM / Automation
Distribution Models
Outside
Inside
eStore
Traditional / offline
Interactive / online
Mission
Content
Value Proposition
Not applicable
PR Plan
Speaking Engagements
Industry Analysts
Financial Analysts/VC

6. Sales and
Distribution
Strategy
Partner
Strategy
CRM
Qualification
Process Development
Sales Tools
Ecosystem
Co-marketers
Integrators
Solution Sellers
Pricing
Models
Perpetual
Term
Transaction based
Asset based
Outside
Inside
eStore
Direct Sales
Sales Pipeline
Sales
Management
Quota/Domain Math
Territory Management
Sales Incentive Plans
Sales Process
Distribution
Models
Outside
Inside
eStore
Sales & Marketing
Development Plan
Get the file 6
Sales and Distribution Strategy

7. 7
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metrics: Customer Lifetime Value, pipeline value/volume/velocity
Distribution Models
Model
Process
Owner
Key Performance Indicators
Direct Inside Pipeline value, sales cycle velocity, win ratio
E-store Inside # deals, value, velocity, win ratio
Reseller Outside # trained, # deals, value, velocity, win ratio
Partner Outside # trained, # deals, value, velocity, win ratio

8. 8
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metric: Value, Volume and Velocity of dealflow by pricing type
Pricing Models
Type
Pricing
Method
Key Performance Indicators
Perpetual
Maintenance
& service
contracts
Pipeline value, sales cycle velocity, win ratio
Term Projects # deals, value, velocity, win ratio
Transaction
Products &
services
# trained, # deals, value, velocity, win ratio
Asset Asset # trained, # deals, value, velocity, win ratio

9. 9
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metrics: CMRR – Committed Monthly Recurring Revenue;
Customer Lifetime Value (CLV)
Direct Sales
Model
Process
Owner
Key Performance Indicators
Outside
Sales team
leader
Qualified pipeline value, Sales cycle velocity, Sales
win ratio
Inside
Marketing
team leader
Nurtured Leads converted to Opportunities, # deals,
value, velocity, conversion rate
eStore
Website team
leader
Registrations, conversions, # deals, value, velocity,
win rate

10. 10
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metric: Value, Volume and Velocity of dealflow by Partner type
Partner Strategy
Topic
Process
Owner
Key Performance Indicators
Ecosystem
Sales &
Marketing
See below
Co-marketers
Sales &
Marketing
Integrators
Sales &
Marketing
Solution Sellers
Sales &
Marketing

11. 11
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metrics: Customer Acquisition Cost;
Changes in Value, Volume and Velocity at each stage
Sales Pipeline
Topic
Process
Owner
Metrics
CRM
Sales /
Marketing
Qualified pipeline value, Sales cycle velocity, Sales
win ratio
Qualification
Criteria
Sales /
Marketing
Clear need? Likely to buy? Chance of winning?
Good customer?
Sales Process
Development
Sales /
Marketing
Ratio: MQLs / SALs (see Glossary –link below)
Ratio: SALs / SQLs
Sales Tools
Sales /
Marketing
Registrations, conversions, # deals, value, velocity,
win rate
Glossary

12. 12
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metric: Customer Acquisition Cost
cool tool
Sales Management
Topic
Process
Owner
Metrics
Quota / Domain
Math
Sales &
Marketing
Qualified pipeline value, Sales cycle velocity, Sales
win ratio (see Forecast documents)
Territory
Management
Sales &
Marketing
Effective sales processes and products by
Geography, Industry, Rep, Price Margin
Incentive Plans
Sales &
Marketing
Team and Individual plans / goals
Sales Process
Sales /
Marketing
Most effective process(es); process bottlenecks; most
productive lead sources

13. Account
Development
Customer
Development
Program
Deployment
Funnel
Direct
Partner
Customer
Asset
Management
Renewals
Account Penetration
Industry Penetration
Satisfaction
Referenceability
Maintenance
Renewal
Existing Business
Community
Project
Management
Customer Development Program
13
Sales & Marketing
Development Plan
Get the file
Co-Led
Staff
Augmentation
Schedules & Milestones
People
Process
Resources
Rapid
Deployment

14. 14
Customer
Development
Sales & Marketing
Development Plan
Key metric: Customer Acquisition Cost / Lifetime Customer Value
Project Management
Topic
Process
Owner
Metrics
Schedules &
Milestones
Service &
Installation
Deal flow, project cycle
People
Project
Leader
Performance of Installer & support team; customer
feedback
Processes
Project
Leader
Phased approach success, customer feedback
Resources
Sales /
Marketing
CRM, Inventory, eStore transaction records

15. 15
Customer
Development
Sales & Marketing
Development Plan
Key metric: Value, Volume and Velocity at each deployment stage
Deployment Funnel
Method
Process
Owner
Metrics
Direct
Service &
Installation
Deployment cycle analysis; use of FAQ, process docs
Partner – co-led
Project
Leader
Performance of Installer & support team; customer
feedback
Partner – staff
augmentation
Project
Leader
Performance of Installer & support team; customer
feedback
Resources
Sales /
Marketing
CRM, Inventory, eStore transaction records

16. 16
Customer
Development
Sales & Marketing
Development Plan
Key metrics: Churn Metrics (detailed above), Customer Lifetime Value
Account Development
Initiative
Process
Owner
Metrics
Account
Penetration
Service &
Installation
Product / service upsell; deployment expansion, key
relationship health
Industry
penetration
Sales &
Marketing
Accounts, references, referrals, campaign response
trends / sources, support & forum sentiment
Market
Penetration
Sales &
Marketing
Partners, references, referrals, campaign response
trends / sources, support & forum sentiment

17. 17
Customer
Development
Sales & Marketing
Development Plan
Key metrics: Customer Lifetime Value, Customer Churn
Customer Asset Management
Performance
Factor
Key Performance Indicators
Satisfaction
Correlate product use patterns by user, role, team, group, company ,
industry, geography, partner, product, service, etc.
Referencability
Engagement score – by user, role, team, group, company, industry,
geography, partner, product / service, etc.
Maintenance
Product use patterns – success habits, distress signs, product
roadmap inputs
Renewal
Engagement score – by user, role, team, group, company, industry,
product / service
Communities
Score the value of a visit, share, follow, comment, post, join,
registration, conversion, transaction, renewal, etc.

18. Strategic
Marketing
Framework
18
Strategic Marketing Framework
Sales & Marketing
Development Plan
Get the file
Mission Strategy, Vision, Brands
Total Accessible Market
Segments
Titles, Personae, Pain
Top Targets
3rd Party Landscapes
Differentiators
Barriers
Market
Segmentation
Ideal Customer
Profile
Competitive
Landscape
Positioning
Messaging
Value
Proposition

19. 19
Strategic
Marketing
Framework
Sales & Marketing
Development Plan
Mission
Performance
Factor
Key Performance Indicators
Mission Why do we exist?
Mission What do we stand for?
Mission Who do we serve?
Strategy What do we do better than anyone? How?
Strategy How will we know we are succeeding?
Vision Where are we going next? Why?
Brands
How will audiences recognize and relate to us? How will we relate to
them?
Unique Selling
Proposition
What do people hate about our market space? How do we solve
those issues?

20. 20
Strategic
Marketing
Framework
Sales & Marketing
Development Plan
Market Segmentation
Market Segment Key Differentiators (see Value Proposition)
Peer Competitors
SWOT analysis, unique brand value (e.g. prestige / practicality, brand-
ness factors
Upstream
Competitors
Positioning in value chain
Downstream
Competitors
Positioning in value chain
Share of Wallet
Competitors
Size of addressable market, scope of reach
Competitive
Differentiation
SWOT analysis, unique brand value

21. Ideal Customer Profiles
(complete one of these slides for each segment)
• Segments
Geo, industry, size, other factors (see below)
• Titles, Persona, Pain
– If business: buyer role, purchase decision participation, org
expectations, buying goals & concerns, technical sophistication
– If consumer, consider: gender, age, marital status, online hangouts,
likes/dislikes
• Top Targets
CXO / Influencer within target vertical, company, market, etc.
21
Strategic
Marketing
Framework
Sales & Marketing
Development Plan
Key metrics: MQLs > SALs (Mktg Qualified Leads > Sales Accepted Leads)
Glossary

22. Competitive Landscape
(complete this SWOT analysis for each major/minor competitor)
• 3rd Party Landscape – Major / minor player name:
______________
• Strengths / Differentiators
– What do we do uniquely well compared to direct, upstream and
downstream competitors?
• Weaknesses / Barriers
• Opportunities
• Threats
Which competitors beat us most often, and why?
22
Strategic
Marketing
Framework
Sales & Marketing
Development Plan

23. Value Proposition
• Positioning
– We do ____ for ____better than anybody else because we _____ .
– For ….who want/need….we offer… We are better than alternatives,
because…. Proof points:….(ROI examples)
• Messaging
– Neutralize “share of wallet” concerns with ROI proof
23
Strategic
Marketing
Framework
Sales & Marketing
Development Plan
Key metrics at each funnel stage: downloads, forwards, shares,
mentions, comments, conversions, registrations, purchases etc. Good
opportunity to A/B test!

24. 24
Integrated
Marketing
Plan
Web
Properties
PR / Analysts
Audiences &
Communities
24
Integrated Marketing Plan
CRM /
Automation
Sales & Marketing
Development Plan
Get the file
Traditional / offline
Interactive / online
Lead
Generation &
Engagement
Content
Models & Metrics
Buyers Journey Review
Analysis & Reporting
Maintenance
White Papers
Data sheets, video
ROI Tools
Customer Testimonials
Directors & Advisers
Customers & Partners
Employees & Members
Public, Pro & Industry
Promotional
Transactional
Blogs & Social Channels
Resource Plan
PR Plan
Speaking Engagements
Industry Analysts
Financial Analysts/VC

25. 25
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
*Interactive media: see next page
Lead Generation & Engagement – Traditional *
Medium
Process
Owner
Metrics
TV
Response by type, conversion ratio, cycle speed, $
value
Print – magazines,
newspapers
Response by type, conversion ratio, cycle speed, $
value
Telesales / Inside
Sales
MQLs (Marketing Qualified Leads), rate / speed /
value
Directory / Prof
Org.
Response/type, rate/speed/value
Direct mail Response / type, rate/speed/value
Live events MQLs, rate/speed/value
Radio Response / type, rate/speed/value
Outdoor Response / type, rate/speed/value
Glossary

26. 2626
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
*Traditional media: see previous page
Lead Generation & Engagement – Interactive *
Medium
Process
Owner
Metrics
Website Owned Page visit, nav path, dwell time, source, Converts
Landing page Owned Conversion, source
Blog, microblog Owned Visit, share, follow, comment, post, join, convert
Online Community Earned Visit, share, follow, comment, post, join, convert
Online video Owned Visit, share, follow, forward, convert
Social media Earned Visit, follow, share, convert
Paid placement Earned Hit, click, visit, convert
Mobile marketing Owned Open, click, forward, convert
Email marketing Owned Open, click, respond, forward, convert
SEO Earned Hit, click, convert
Paid search listing Earned Hit, click, convert

27. CRM / Automation
• Models & Metrics
awareness, interest, engagement, sales, profits, advocacy
• Buyer Journey Review
Funnel metrics, stage analysis, pipeline stats, conversions/revenue
• Analysis & Reporting
Execution on key metrics
• Maintenance
Data quality, richness and integration
27
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!

28. Content
• Calendar
• Content (Data Sheets , Audio, Video, Testimonials)
• Conversion tools & processes
• Sales SLA (service level agreement)
28
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!

29. Audiences & Communities
• Directors & Advisers
• Customers & Partners
• Employees & Members
• Public, Pro & Industry
29
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!

30. Web Properties
• Promotional
• Transactional
• Blogs & Social Channels
• Resource Plan
30
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!

31. PR / Analysts
• PR Plan
• Speaking Engagements
• Industry Analysts
• Financial Analysts / VC
31
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!

32. 32
Sales & Marketing
Development Plan
Marketing :
Sales :
+ + +
+ + +
+ + +
+ + +
+ + +
+ + +
$ $ $
$
$
$ $
$
$
$
$
$
Value Volume Velocity
Content
Community
Conversion
!
Bonus!
Aligning Sales & Marketing
Each of the 9 boxes in this grid
signifies an opportunity to align
intersecting effort.
Example: Content + Value
Ask: How can Marketing
create content that supports
increased Value of each sale?
How can the value of each
sale inform the creation of
supportive content?
For a quick tutorial article, click here: http://wp.me/pIplj-l8

33. 33
Glossary
CMRR = Committed Monthly Recurring Revenue
CLV = Customer Lifetime Value
CRM = Customer Relationship Management software (example: Salesforce.com)
SAL = Sales Accepted Lead – a Lead from Marketing that Sales approves (SLA)
SLA = Service Level Agreement – an agreement between to entities
SQL = Sales Qualified Lead – a SAL that has been deemed “pipeline-worthy” by Sales

34. 34
Get the file for
yourself or a friend
Sales & Marketing
Development Plan
Get a free copy of this outline as
a native Powerpoint (.ppt) file
that you can customize to suit
your own sales and marketing
programs. Great for training too!
Send a question,
idea or comment
Ed Alexander
Chief Digital Consultant
how customers happen