Best Practice Report

Sales Planning: A Guide For The CSO

January 1st, 2018

Summary

By effectively navigating the sales planning process, the chief sales officer (CSO) can help sales gain an early advantage to position it for a successful year. The CSO must drive a well-structured process that allocates sufficient time to gain agreement on an achievable sales target and build a plan to achieve that target. Forrester’s benchmarking data shows that high-performing sales organizations are 28% more likely to invest four or more months in sales planning than their lower-performing peers. In this report, we describe the CSO’s roles, responsibilities, and actions across the first four steps of the Forrester Sales Planning Process.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.