The Anatomy of a Sales Plan
The What And Why Of Building Promotional Plans That Will Grow Your Business
The Sales Event
1. Adjustable Baseline:
Plans should reflect the seasonal or future baseline for the planned product.
2. Historical & Predictive Lifts:
Calculate forecasted volume of a promotion using a historical average or predictive model.
3. Forward Buy:
Consider forward buy to accurately calculate incremental KPIs and promotional ROI.
4. Incremental KPIs:
Measure promotional effectiveness by calculating incremental volume, revenue, profit.
5. Retailer KPIs:
The impact that an event has on your retailer is critical in negotiating incremental or new plan execution.
6. Spending Metrics:
Spending efficiency should be quantified as part of event creation.
Use the Return on Investment as a barometer of an event’s success and to guide more effective planning decisions.
The Customer Plan
1. Budget Guidelines:
Build your customer plan to fit your set budget and objectives.
2. Promo Mix:
Pull from your event library to create the mix that results in optimum efficiency and results.
Set guardrails for frequency and timing to ensure your plan meets you and your retailer’s requirements.
4. Rollup of Planned Metrics
Monitor the cumulative planned KPIs to align with definite objectives.
5. Event Distribution:
Account for seasonality and time promotions for optimal return.
6. EDLP and Non-Promoted:
A complete customer plan will include volume and spending allocations for EDLP and non-promoted weeks for an accurate forecast.