Introducing The Forrester Sales Planning Model

Annual planning is a time-consuming but critical process that B2B organizations must complete to establish corporate goals and objectives and assign them to functional groups, allocate resources, specify which actions to execute, and determine how to reach growth and revenue goals. The planning process must drive alignment between functions (e.g., sales, marketing, product, finance). Executed properly, the elements of sales planning link to specific corporate goals. In this report, we introduce the eight elements of a process that enables sales, sales operations, and sales enablement leaders to develop executable sales plans.