The most common problems with sales & marketing plans

1. Not specific enough about what is going to be done and when (action
plan, dates, costs, deadlines, etc.)
2. Not enough marketing and strategic validation, insufficient
objective information and input
3. Not flexible enough to respond to changing market circumstances
(time horizon is too long and review processes are inadequate)
4. Writing a thesis versus setting direction, making decisions,
generating consensus, empowerment, etc.
5. Insufficient bottom-up involvement (involve customers and staff) –
traditional process for writing plans is not the best means of
collaboration in the new era)
6. Cross functional – align sales and marketing
7. Process is more important than the plan
8. Trade-offs not explicit – strategy is not clear
9. What is the purpose of the plan / the audience