B2B Sales Planning? Don’t do this…
Introduction
B2B sales planning is integral for hitting revenue targets and fuelling sustainable business growth. Yet, numerous pitfalls can derail even the most promising plans. I recall a moment—sitting in my office, eyes fixed on the underperforming sales figures—feeling a surge of frustration. Despite our seemingly airtight plan, sales were lacklustre, and targets remained stubbornly out of reach. It was as if we were staging a carefully rehearsed show that began to fall apart right at the finale.
In such moments, the temptation is to blame external factors—like shifting market trends or fierce competition. But looking inward, I realised our approach had gone awry. Our initial blunder was relying on outdated assumptions, believing our past successes could be replicated without much alteration. The market, however, had evolved. New customer preferences and fresh competitors rendered our stagnated plan increasingly irrelevant.
Below are the most common mistakes in B2B sales planning—including the ever-elusive “hockey stick effect”—and how to avoid them.
Common Mistakes in B2B Sales Planning
Relying too much on historical data
The problem: While historical metrics can provide useful context, markets are in constant flux—customer demands evolve, and new rivals emerge.
The solution: Combine historical data with current market insights, competitor monitoring, and emerging technology trends to develop a more accurate, up-to-date plan.
Setting unrealistic targets
The problem: While ambitious goals can drive motivation, goals set far beyond reach can cripple your team’s morale.
The solution: Strive for balance. Evaluate your resources, market conditions, and past performance to ensure targets are achievable yet still stretch the team’s capabilities.
Planning in isolation
The problem: Strategic decisions made without input from the people on the ground—those who interact with customers daily—risk missing critical insights.
The solution: Engage frontline team members in planning sessions. Their knowledge of customer pain points and buying triggers can significantly refine your sales tactics.
Falling for the ‘Hockey Stick Effect’
The problem: Relying on a surge of deals to close in the final quarter—leading to that signature hockey-stick jump in revenue—is often more wishful thinking than reality. This mindset can create complacency early on and cause last-minute panic when the surge never materialises.
The solution: Develop a more balanced and incremental approach to pipeline management. Regularly track and assess deals, so you’re not depending on a sudden spike in sales late in the game.
Leveraging AI for better Sales Planning
An effective way to combat these pitfalls is to embrace AI-powered tools that deliver real-time, data-driven insights:
Accurate forecasting: Platforms like Salesforce Einstein and IBM Watson analyse current market conditions, giving you predictive insights that reduce the risk of relying on outdated data or inflated “hockey stick” scenarios.
Scenario simulation: AI can model various sales scenarios, helping you set realistic targets and maintain consistent progress throughout the year.
Customer interaction analysis: Tools such as Gong harness AI to scrutinise customer calls and emails, uncovering essential feedback that can shape your sales strategy—especially important if you want to counter the pitfalls of planning in isolation.
Join the conversation
Have you experienced the frustration of watching a once-hopeful sales plan unravel? Or maybe you’ve faced the disappointment of banking on a “hockey stick effect” that never arrived? Share your insights and experiences in the comments—we can all learn from one another and refine our sales approaches together!
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