![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/5f39f863-0316-486f-a5f3-849d76490a30.png\")
<\/a><\/p>\nIn fact, 56% of executives and their teams wasted time on strategic planning<\/a>, while only 44% spent the strategic planning time productively.<\/p>\n That\u2019s a huge gap. This fact indicates that over 50% of the sales team can improve their performance.<\/p>\n Theory aside \u2014 let\u2019s dive into a practical breakdown of strategic planning in sales.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n Common frameworks for strategic planning include the Balanced Scorecard (BSC), Objectives and Key Results (OKR), and the Theory of Change (TOC).<\/p>\n Balanced Scorecard Institute<\/a> sums up strategic planning nicely:<\/p>\n \u201cIt is a disciplined effort that produces fundamental decisions and actions that shape and guide what an organization is, who it serves, what it does, and why it does it, with a focus on the future. Effective strategic planning articulates not only where an organization is going and the actions needed to make progress, but also how it will know if it is successful.\u201d<\/p>\n <\/a> <\/p>\n The purpose of strategic planning is for an organization to determine the direction it will head in over the next three to five years. You\u2019ll set overarching goals and outline how you want to achieve them. Strategic plans are often adjusted based on market changes or unforeseen threats, so they may be modified to respond to changes in the business environment (internal or external).<\/p>\n When you have long-term business goals, it becomes easier for different departments in your organization to plan their activities, allocate resources, and take actions that will help your business meet your goals in the designated time frame. The plans created from strategic planning are called operational plans, and I\u2019ll discuss the difference between the two concepts<\/a> below.<\/p>\n<\/p>\n Strategic plans set long-term goals, while operational plans outline the daily, monthly, and quarterly actions to achieve those goals.<\/p>\n Operational plans turn strategy into action.<\/p>\n Usually, individual departments or team leaders create operational plans to support the broader strategic objectives.<\/p>\n For example, if your company\u2019s goal is to increase revenue by 75% in 3 years, each department will develop operational plans to contribute to that goal.<\/p>\n In the end, each department\u2019s efforts contribute to reaching the revenue goal.<\/p>\n <\/a> <\/p>\n Having a solid plan keeps the team focused and proactive instead of reactive \u2014 no matter the size of the team.<\/p>\n When I worked at startup Signum AI as the first sales leader hire, we would typically sit together with the founder and outline our 12-month plan, which was a combo of strategic and operational goals. We mapped out high-level business goals and aspirations, and then cascaded them into quarterly and monthly operational plans aligned with marketing efforts.<\/p>\n It helped us meet sales quota almost every month (like 85-100%)<\/em>.<\/p>\n Without that, we would be just blind and pour money into sporadic motion, as it used to be at the very beginning (I\u2019ll discuss this later in the article)<\/em>.<\/p>\n Bottom line: <\/strong>For sales teams, strategic planning directly impacts quota attainment, territory management, and how effectively reps use tools and data.<\/p>\n Another great example of the importance of strategic planning is Mary Kelly<\/a>\u2019s story; she is a corporate advisor and founder of Productive Leaders.<\/a><\/p>\n Kelly asked her friend<\/a>, who owns two successful restaurants, if he was going to revisit his strategic plan going into the new year.<\/p>\n He literally laughed and said, \u201cWhat strategic plan?\u201d<\/em><\/p>\n His approach was just to figure things out along the way and keep doing what\u2019s been working.<\/p>\n \u201cTo be fair, he has been doing well,\u201d says Kelly. But she also made a really good point here: What if he could be even more successful \u2026 with less stress? That\u2019s what strategic planning is all about.<\/p>\n Kelly explains that every business, no matter the size or industry, <\/strong>can benefit from having a strategic plan. And why is it important? Well\u2026<\/p>\n <\/a> <\/p>\n The strategic plan is determined by senior leadership or executives to develop a long-term vision for the company. Then, it\u2019s up to individual departments to create plans and strategies for their teams to align with and work towards the objectives set in the strategic plan.<\/p>\n Sales leaders create a sales plan (operational plan) that outlines the short-term strategies and tactics used to achieve long-term goals. This aligns sales teams and salespeople, so they know exactly what they’re working towards and how progress and success will be measured.<\/p>\n <\/a> <\/p>\n If I had to pick one thing as the best part of strategic planning, it\u2019d be focusing on the right moves and creating a roadmap for long-term growth, which, in turn, brings even more benefits.<\/p>\n I used to think a long to-do list was a good strategic plan. I learned this hard lesson when I led a SaaS sales team of five people at Signum AI. In the first months, I realized we were just busy \u2014 launching things, testing channels, hiring reps, etc. \u2014 but we were not strategic.<\/p>\n Basically, we were chasing quotas without connecting the dots. That couldn\u2019t last long, and so we had to rethink our approach.<\/p>\n Professor Roger Martin calls this the \u201cplanning trap.\u201d<\/a> Teams feel in control because they\u2019re managing tasks, but there\u2019s no cohesive theory of success behind it<\/strong>.<\/p>\n Instead of obsessing over execution, strategic planning makes you ask: What\u2019s our bet?<\/em> What unique approach are we taking that others aren\u2019t?<\/em><\/p>\n It connects the dots between your goals, your actions, and your edge.<\/p>\n And here\u2019s the impact: Organizations that build this kind of strategic clarity \u2014 where everyone understands and rallies behind the plan \u2014 are 3.4x more likely to adapt quickly<\/a> when things shift.<\/p>\n As I previously said, strategic planning translated into our sales growth, too, hitting high monthly quotas.<\/p>\n Real strategy isn\u2019t about doing more, it\u2019s about choosing what not<\/strong> to do. That part\u2019s uncomfortable. But every time I\u2019ve committed to one clear path over three average ones, results followed.<\/p>\n Strategic planning pushes you to say no to \u201cnice-to-haves\u201d and double down on what you believe will work. It\u2019s a bet, it\u2019s risky, but it also creates focus.<\/p>\n Research shows that when companies focus on just 2 or 3 top priorities,<\/a> they usually hit all of them. But when they try to juggle 4 to 10, they tend to only get 1 or 2 done, and if they go over 10, they often don\u2019t finish any.<\/p>\n Source<\/em><\/a><\/p>\n When there’s no strategic planning, sales teams chase random targets or react to short-term numbers. The same goes for the marketing department. They shoot campaigns just to hit the number of lead goals without much thinking about their quality and the number of lost relevant opportunities.<\/p>\n Guess what? That happened to us, too. But this time, in all the SaaS companies where I was employed. Marketing could launch a crazy campaign that filled our pipelines with totally irrelevant leads. The worst time was when 3 SDRs suffocated with 100+ leads over a week, with a 70% disqualification rate. I was furious because we must have contacted them, gone on discovery calls, and done basic SDR stuff to qualify them.<\/p>\n Conversely, a clear plan means everyone knows why<\/em><\/strong> we\u2019re doing what we\u2019re doing.<\/p>\n Not only does it sound great, but companies with strong sales and marketing alignment also close 38% more deals<\/a> compared to those with poor alignment.<\/p>\n Moreover, a 2024 report from InfoPro Learning<\/a> found that 61% of execs struggle to connect strategy with day-to-day sales efforts<\/strong>. But when all employees understand the plan, they\u2019re 77% more likely to perform at the highest level possible.<\/p>\n Also, according to one of the most experienced salespeople, Anthony Nicks,<\/a> a clear sales process leads to 15% more salespeople achieving their quotas<\/a> and 18% higher revenue growth compared to those without a defined process.<\/p>\n And speaking of growth, let\u2019s close it out with the final benefit.<\/p>\n When your plan is strategic, you stop measuring success only by this quarter\u2019s quota. You start thinking bigger: lifetime value, customer loyalty, and market positioning.<\/p>\n From my experience, companies that take time to build a strategic sales plan (one that connects marketing, product, and customer success) see compounding growth. Not explosive overnight wins, but steady, predictable scale.<\/p>\n Here\u2019s a real-world example that backs \u201cmy\u201d theory up:<\/strong><\/p>\n Lloyds Banking Group recently pinpointed 18.7 million of its 27 million customers<\/a> as key growth opportunities. As part of a new sales initiative, they\u2019ve trained a team of around 830 people to focus on building stronger customer relationships.<\/p>\n The goal? Boost the average number of products sold per customer by 5% by the end of 2024. That\u2019s a long-term play built on connection, not just conversion.<\/p>\n Pro tip:<\/strong> I suggest using HubSpot\u2019s Growth Strategy Template<\/a> to map out your growth plan. It helps you monitor revenue, expand into new regions, add products, and grow your customer base. Super easy to fill out and keep an eye on progress.<\/p>\n Source<\/em><\/a><\/p>\n <\/a> <\/p>\n The strategic planning process is designed during planning sessions to define the business\u2019s overall vision and high-level, long-term goals that the business wants to achieve. The outcome of the entire process is a strategic plan.<\/p>\n Getting your strategic planning off the ground starts with setting the right foundation. I was part of strategic planning for a charitable foundation, a startup, and another SaaS company where I had worked. Here’s how we set things up to make sure we were ready to execute:<\/p>\n First, you need the right mix of people:<\/p>\n When we have the right team in place, we usually want it all now and as soon as possible, but that\u2019s not how things work. Here\u2019s what to take into account when setting a realistic timeline:<\/p>\n Pro tip:<\/strong> I incorporated regular milestone reviews (every 2\u20134 weeks)<\/a> to assess progress, identify issues early on, and make necessary adjustments.<\/p>\n The team is ready, we have deadlines, so it\u2019s time to make sure everyone knows what\u2019s expected of them.<\/p>\n At this point, you want to know where your business stands. And this is how to do it:<\/p>\n Look at what\u2019s driving the business and what could hold it back. Here are some key things I advise focusing on.<\/p>\n I always rely on these five frameworks because they keep me clear on the big picture, help me spot what matters, and make it easier to turn ideas into real steps.<\/p>\n Source<\/em><\/a><\/p>\n Source<\/em><\/a><\/p>\n What\u2019s your business\u2019s mission or vision? Identify the core values and priorities of your business by outlining your mission and vision statements.<\/p>\n Mission:<\/strong> This is why you exist. Keep it customer-focused. What problem are you solving, and how does your product\/service help?<\/p>\n Vision:<\/strong> This is your end goal. What\u2019s the bigger picture?<\/p>\n Know exactly who you\u2019re selling to. Create profiles based on their pain points, needs, and buying behavior.<\/p>\n For example, if you\u2019re selling a productivity tool, target business owners looking for efficiency.<\/p>\n Include investors, suppliers, and board members. Keep them informed on how your strategy will drive profits and growth.<\/p>\n Your goals should focus on measurable growth.<\/p>\n Record the agreements and strategies in a strategic plan. The strategic plan is a physical document that can be shared across departments in the company.<\/p>\n Many companies have gone digital with strategic planning software, so their strategic plan can be accessed by anyone in the company from their electronic devices. Many of these software options are collaborative for people at all levels of the company, which increases the transparency of the business’s primary goals.<\/p>\n Pro tip:<\/strong> I recommend using HubSpot\u2019s free strategic planning template<\/a> (available for use in Word, PDF, or Google Docs). It covers everything from the executive summary to SWOT analysis and helps organize market research, product details, and marketing strategies.<\/p>\n Source<\/em><\/a><\/p>\n <\/a> <\/p>\n With all moving parts, it\u2019s hard to keep track of all plans and tactics across the teams. I recommend delegating it to strategic planning software. Here are some options, in no particular order.<\/p>\n Cascade Strategy helps you create a plan and execute it with its strategy planning platform<\/a>. It allows you to create a strategy map, outline your goals, and include specific details like goal timeframes and the metrics used to evaluate goal achievement.<\/p>\n Additional features include a KPI builder, smart frameworks, goal and project management tools, and dashboards to report on progress.<\/p>\n Source<\/em><\/a><\/p>\n Cascade\u2019s strategy planner helps you define your long-term goals, and an easy-to-use drag-and-drop builder allows you to seamlessly input the operational plans that will help you achieve those goals.<\/p>\n This strategic planning tool has Balanced Scorecard Software<\/a> that enables you to build your strategic plan. The platform provides you with the ability to build interactive Balanced Scorecards and create dashboards and strategy maps to track your goals.<\/p>\n You can assign elements of the strategic plan to different owners so they can tackle specific parts of the strategy.<\/p>\n Source<\/em><\/a><\/p>\n Allows you to visualize your strategic plans and operational plans all in one place, making it easy to understand goal attainment and areas that need strategy upgrades.<\/p>\n WorkBoard offers a strategic planning solution that’s specifically for CEOs and General Managers. And with tools like the \n
What is the purpose of strategic planning?<\/strong><\/h2>\n
\n
Why is strategic planning important?<\/strong><\/h2>\n
\n
Strategic Planning and Sales Teams<\/strong><\/h2>\n
Benefits of Strategic Planning for Sales Teams<\/strong><\/h2>\n
Sets the direction and improves agility and adaptability.<\/strong><\/h3>\n
Forces us to make hard, but smarter choices.<\/strong><\/h3>\n
![\"strategic](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/08\/strategic20planning20template20by20intrafocus.jpg\")
<\/p>\nAligns sales and marketing teams toward a clear, mutual goal.<\/strong><\/h3>\n
Turns sales into a long-term growth engine.<\/strong><\/h3>\n
![\"a](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/08\/a20part20of20hubspotE28099s20growth20strategy20template.jpg\")
<\/p>\n1. Prepare for strategic planning.<\/strong><\/h3>\n
Choose the right people.<\/strong><\/h4>\n
\n
Set a realistic timeline.<\/strong><\/h4>\n
\n
Set clear expectations.<\/strong><\/h4>\n
\n
2. Assess the business.<\/strong><\/h3>\n
Evaluate internal and external factors.<\/strong><\/h4>\n
\n
Choose the strategic planning frameworks.<\/strong><\/h4>\n
\n
![\"swot](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/08\/swot20analysis20template20by20hubspot.jpg\")
<\/p>\n\n
![\"pestle](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/08\/pestle20analysis20template.webp\")
<\/p>\n3. Outline your mission, vision, and key stakeholders.<\/strong><\/h3>\n
\n
\n
Identify your target customers.<\/strong><\/h4>\n
\n
List all stakeholders.<\/strong><\/h4>\n
Start with aspirational goals.<\/strong><\/h4>\n
\n
4. <\/strong>Create a strategic plan.<\/strong><\/h3>\n
![\"hubspot\u2019s](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/08\/hubspotE28099s20strategic20business20plan20template.jpg\")
<\/p>\nStrategic Planning Software<\/strong><\/h2>\n
1. <\/strong>Cascade Strategy<\/a><\/strong><\/h3>\n
![\"cascade](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/08\/cascade20strategic20planning20app.png\")
<\/p>\nWhat I Like<\/strong><\/h4>\n
2. <\/strong>ClearPoint strategy<\/a><\/strong><\/h3>\n
![\"clearpoint](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/08\/clearpoint20strategy20planning20tool.jpg\")
<\/p>\nWhat I Like<\/strong><\/h4>\n
3. <\/strong>WorkBoard<\/a><\/strong><\/h3>\n