Sales and Marketing Plans

This section of the marketing plan outlines each marketing event or action planned to increase sales. The plan will generally cover a calendar year, broken down by month or by quarter. For example, it may contain a summary of quarterly promotion and advertising plans, with spending, timing, and share/shipment goals for each program.

Sales and marketing plans should be a logical outgrowth of short- and long-term company objectives and your marketing strategy. In the business plan, the sales and marketing plans provide an outline of each marketing event for the year, covering the following information:

• description of each event vehicle (for example, media, promotion, trade, sales)
• timing of each event
• event goals and objectives (for example, volume, share gains)
• cost of each event