30/60/90 Every Quarter

Always Evolve Your Revenue Plan

When you take on a new assignment, project or go into a new role typically you will be asked, “What is your 30 / 60 /90 day plan?” But what if 30 / 60 / 90 was an ongoing mindset? 

In most industries, customer happiness & booked revenue speak volumes. So if you can find customers and achieve your revenue goals without a plan you will have achieved important items.

However, if you could further improve your revenue, and at the same time boost team motivation would you spend more time on planning?

Involve Everyone In Your Planning

Having everyone at all levels know about the planning process you are working on is important. Making it easy for everyone to contribute during the process will make implementation of the plan easier.

Below are seven steps you can take to write the perfect revenue plan, including your 30 / 60 / 90.

Step 1: Prepare a One Page Business Canvas

On one sheet of paper you should have a simple way to walk anyone through your business. And yes, all of this on one page. The business canvas should touch on:

1. Business Specialty (What do "we" do? What is Product Set?)
2. Features Customers Seek (Which customer problems are "we" solving?)
3. Benefits Customers Gain (Can "we" meet and beat ALL expectations?)
4. Target Prospects (Who are the ideal customer targets?)
5. Message to Prospects (What is core story?)
6. Outreach to Prospects (Resources needed to Sign-Up Customers?)
7. Overall Commercial Strategies (3-5 Key Business Strategies)
8. Cost Structure (What are our costs?)
9. Revenue Streams (What are our revenue targets?)

Step 2: Develop a Competitive Landscape

A picture is worth a thousand words sometimes, at the end of the article is a link to a PDF with a blank template to show what this plan can look like, including the competitive landscape… But essentially this a grid that allows you to layout your top competitors and match each along with your company to key factors of competition. This is a theme "borrowed" from the book Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim.

Step 3: List Out Your 30 / 60 / 90 Day Plan

As part of your 30 / 60 /90 day plan you should develop a Sales Formula for Your Business. The 4 main elements that I like to use and weave into my 30 / 60 / 90 are: First 30 Days: Element 1: Create Customer Interest Efforts, Element 2: Set-Up Product Demo / Meetings, First 60 Days: Element 3: Launch Test Deals, First 90 Days: Element 4: Prepare for Repeat Business.

For more details on building a sales formula check out an article called Improve Your Sales Formula and Watch Your Revenue Grow. 

Additionally, other areas to tackle in your 30 / 60 / 90 are: Sales Infrastructure, Sales Metrics, Staffing / Organizational, Marketing / Research, and Ad Products. Under each section of course you will have a few sub-sections. You can see details on these items at the PDF link below. 

Step 4: Detail Your Annual Plan

This plan can be two +/- pages.

• Page 1 should have your annual Objectives and Goals. Here you can lay out your: Mission (Purpose), Vision (Aspiration), Objectives (What to Accomplish), Goals (Quantitative Measures That Define Success).
• Page 2 should have your Strategies and Measures. Here you can lay out 3-5 high level Strategies, Measures for ea. strategy, Tactics, and Owners.

Step 5: Map Out Your Content Marketing Plan

Your content marketing plan should at a high level list out when you will send or schedule: Questionnaires, Newsletters, Press Releases, White Papers, Holiday Cards, Dinners, Industry Events, Breakfast / Lunch & Learns, Client Meetings and Outbound Email Communication.

Step 6: Track Your KPIs (Key Performance Indicators)

KPIs are going to be very unique for each company and stage a company is in. Getting the list down to 4-6 high level metrics will make it easy to show progress or find and fix problems.

Step 7: Select Conferences and Events to Attend

As you develop your budget or provide a P&L for your department make sure you focus closely on what events you need to be at each year. Work hard to get the best possible funding to have meaningful conversations with customers at each event. As less and less buyers are taking face to face meetings during the year events and conferences are sometimes your best chances of meeting face to face. 

You can download  a PDF showing how all of the above items can be laid out HERE. Good luck building your plan.

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With your plan firmly in place, check out Survey Results / Benchmarks for Outbound Prospecting & Face to Face Meetings to see how to further out-maneuver your competitors.

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