Strategic Business and Sales Planning

The long-term orientation has to take place in strategic sales. A large number of different influencing factors are evaluated, such as the analysis of the general conditions, the competition and market conditions. A one-sided focus on the markets currently served must be avoided. Future and potential markets must also be included in the scope of analysis.


On the basis of the various analyses, a holistic sales concept is created, containing measures for the ideal-typical operationalization of the defined sales strategy. At the same time, possible risks, developed corresponding countermeasures must be defined and concrete goals and targets communicated as the basis for the sales strategy.


In addition, markets must be divided into strategic segments and target groups with corresponding requirements must be identified. Furthermore, high priority must be given to the distribution of roles at the customer so that a targeted approach can lead to success. ​