Sales and Marketing
Policies, Procedures,
and Forms
How to Drive Customer Satisfaction
with Improved Strategies and Tactics
using Easily Editable Company Policies and Procedures
Bizmanualz, Inc.
St. Louis, MO, USA
Copyright © 2007 / Bizmanualz, Inc.
All rights reserved.
TRADEMARKS
Bizmanualz™ is a Trademark of Bizmanualz, Inc.
This publication is sold with the understanding that the publisher is not engaged in rendering
legal, accounting, or other professional services. If legal advice or other expert assistance is
required, the services of a competent professional should be sought. The Publisher cannot in any
way guarantee the forms, agreements and statements in this manual are being used for the
purpose intended and therefore assume no responsibility for their proper and correct use.
Copyright © 1994 – 2007, Bizmanualz, Inc.
All rights reserved.
Printed in the United States of America
ISBN 1-931591-03-2
Reproduction or translation of any part of this work beyond that permitted by section 107 or 108
of the 1976 United States Copyright Act without the permission of the copyright owner is
unlawful except as follows: Forms, Agreements and Procedure Statements may be reproduced by
the purchaser for use in connection with his or her company records or manual preparation. All
other publisher's rights under the copyright laws will be strictly enforced. Requests for
permission or further information should be addressed to the Information Requests and
Permissions Department, Bizmanualz, Inc.
Other Products from Bizmanualz, Inc., Include:
ABR211
ABR213
ABR217
ABR31M
ABR32
ABR33
ABR34
ABR41
ISO 9001 QMS Policies, Procedures, and Forms
ISO 22000 FSMS Policies, Procedures, and Forms
AS9100 QMS Policies, Procedures, and Forms
Accounting Policies, Procedures, and Forms
Security Planning Policies, Procedures, and Forms
Disaster Recovery Policies, Procedures, and Forms
Computer & Network Policies, Procedures, and Forms
Human Resources Policies, Procedures, and Forms
000 Title-License
ISBN 1-931591-075
ISBN 1-931591-296
ISBN 1-931591-261
ISBN 1-931591-059
ISBN 1-931591-024
ISBN 1-931591-016
ISBN 1-931591-067
ISBN 1-931591-008
Page 2 of 6
Sales & Marketing Policies, Procedures, and Forms Manual
Bizmanualz.com
Sales and Marketing
Policies, Procedures, and Forms
Table of Contents
Section Name
Section ID
Tab
100
Introduction...................................................................... Tab 1
200
Manual Preparation.......................................................... Tab 2
1. Introduction
2. Installation Instructions
3. Your Sales and Marketing Executives' Manual
4. Effective Communication
5. Sales and Marketing Procedures
Sales and Marketing Executives' Manual ...................... Tab 3
300
1.0 Purpose
2.0 Scope
3.0 Management Responsibility
4.0 Sales & Marketing Management System
5.0 Processes and Controls
6.0 Resource Management
Marketing Planning.......................................................... Tab 4
400
MP1000
Strategy Team
1.0 Forming the Strategy Team
2.0 Planning a Development Schedule
3.0 Project Cycle Management
4.0 Project Review
Forms/Records
MP1000-1 Project Planning Timeline
MP1000-2 Project Status Report
MP1000-3 Strategy Team Review Checklist
000 Table of Contents
Page 1 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
Section Name
Bizmanualz.com
Tab
MP1000-4 Project Progress Review Checklist
MP1010
Stakeholder Analysis
1.0 Identify Project Stakeholders and Interests
2.0 Determine Stakeholder Influence and Importance
3.0 Stakeholder Analysis Review
4.0 Stakeholder Analysis Report
Forms/Records
MP1010-1 Stakeholder Analysis Matrix
MP1010-2 Stakeholder Analysis Review Checklist
MP1010-3 Stakeholder Analysis Report
MP1020
Vision and Mission
1.0 Vision and Mission Statement – Background
2.0 Mission Statement
3.0 Vision Statement
4.0 Communicating the Vision / Mission
5.0 Vision / Mission Review
MP1030
Marketing Research / Analysis
1.0 Objective – The Target Market
2.0 Identifying the Target Market
3.0 Collecting and Organizing Market Data
4.0 Analyzing and Interpreting Market Data
5.0 Findings & Conclusions
6.0 Adjusting the Marketing Database
Forms/Records
MP1030-1 Market Segmentation Worksheet
MP1030-2 Marketing Database
MP1030-3 Market Analysis
000 Table of Contents
Page 2 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
MP1040
Section Name
Bizmanualz.com
Tab
Situational Analysis
1.0 Situational Analysis – Introduction
2.0 Assessing the Company's Situation
3.0 Scoring Attributes
4.0 Analyzing Data
5.0 Situational Analysis Report
Forms/Records
MP1040-1 SWOT Analysis Worksheet
MP1040-2 Competitive Analysis Worksheet
MP1040-3 Situational Analysis Report
MP1050
Goals and Objectives
1.0 Goals and Objectives – Background
2.0 Setting Goals and Objectives
3.0 Reviewing and Finalizing Goals and Objectives
4.0 Communicating Goals and Objectives
5.0 Monitoring Goals and Objectives
Forms/Records
MP1050-1 Goals/Objectives Worksheet
MP1050-2 Goals/Objectives Statement
MP1060
Marketing Strategy
1.0
Marketing Strategy – Introduction
2.0
Developing Marketing Strategy
3.0
Finalizing Marketing Strategies
4.0
Marketing Strategy Review
Forms/Records
MP1060-1 Marketing Strategy Matrix
MP1060-2 Strategy Checklist
MP1060-3 Marketing Strategy
000 Table of Contents
Page 3 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
MP1070
Section Name
Bizmanualz.com
Tab
Marketing Plan
1.0 Marketing Plan – Background
2.0 Developing the Marketing Plan
3.0 Reviewing and Finalizing the Marketing Plan
4.0 Monitoring the Marketing Plan
Forms/Records
MP1070-1 Marketing Plan
MP1070-2 Marketing Budget Template
Marketing Tactics............................................................. Tab 5
410
MT1000
Advertising
1.0 Advertising Plan – Background
2.0 Developing the Advertising Plan
3.0 Monitoring & Measuring the Advertising Plan
4.0 Updating the Advertising Plan
Forms/Records
MT1000-1 Advertising Review Worksheet
MT1000-2 Advertising Objectives-Strategies Worksheet
MT1000-3 Advertising Plan
MT1000-4 Advertising Schedule (Sample)
MT1010
Internet Marketing
1.0 Internet Marketing – Background
2.0 Developing the Internet Plan
3.0 Implementing the Internet Plan
4.0 Monitoring the Internet Plan
5.0 Updating the Internet Plan
Forms/Records
MT1010-1 Internet Planning Worksheet
MT1010-2 Internet Plan
MT1010-3 Keyword Log
000 Table of Contents
Page 4 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
MT1020
Section Name
Bizmanualz.com
Tab
Public Relations
1.0 Background
2.0 Developing a Public Relations Plan
3.0 Implementing the PR Plan
4.0 Monitoring the PR Plan
5.0 Updating the PR Plan
Forms/Records
MT1020-1 Public Relations Plan Worksheet
MT1020-2 PR Event Checklist
MT1020-3 Public Relations Plan
MT1020-4 Media Kit Checklist
MT1020-5 Press Release Template
MT1020-6 PR Events Log
MT1030
Trade Shows / Events
1.0 Planning Trade Shows and Events
2.0 Exhibiting
3.0 Trade Show/Exhibit Evaluation
4.0 Adjusting the Trade Show/Exhibit Plan
Forms/Records
MT1030-1 Trade Show / Event Planning Worksheet
MT1030-2 Trade Show Plan
MT1030-3 Trade Show Worksheet
MT1030-4 Trade Show Checklist
MT1030-5 Trade Show / Event Supply Checklist
MT1030-6 Equipment Request from Inventory
MT1030-7 Show Registration
MT1030-8 Visitor Evaluation
MT1030-9 Trade Show / Exhibit Summary
000 Table of Contents
Page 5 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
MT1040
Section Name
Bizmanualz.com
Tab
Direct Mail
1.0 Introduction / Background
2.0 Direct Mail Planning
3.0 Direct Mail Campaign
4.0 Monitoring and Measuring Direct Mail
5.0 Adjusting the Direct Mail Plan
Forms/Records
MT1040-1 Direct Mail Planning Worksheet
MT1040-2 Direct Mail Budget Worksheet
MT1040-3 Direct Mail Plan
MT1050
Lead Management
1.0 Planning Lead Management
2.0 Implementing the Lead Management Plan
3.0 Monitoring and Measuring Lead Management
4.0 Improving Lead Management
Forms/Records
MT1050-1 Lead Management Plan
MT1050-2 Leads Database
MT1050-3 Lead Management Status Report
Sales ................................................................................. Tab 6
420
SL1000
Customer Life Cycle Management
1.0 Customer Life Cycle Stages and the Sales Pipeline
2.0 Customer Life Cycle Management Plan
3.0 Customer Life Cycle Management
4.0 Monitoring Customer Life Cycle Management
5.0 Improving Customer Life Cycle Management
Forms/Records
SL1000-1 Customer Life Cycle Management Plan
000 Table of Contents
Page 6 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
SL1010
Section Name
Bizmanualz.com
Tab
Sales Management
1.0 Sales Management Plan Overview
2.0 Developing the Sales Management Plan
3.0 Executing the Sales Management Plan
4.0 Monitoring the Sales Management Plan
5.0 Correcting the Sales Management Plan
Forms/Records
SL1010-1 Sales Management Plan
SL1010-2 Sales Forecast
SL1010-3 Weekly Sales Summary
SL1020
Qualifying Leads
1.0 Qualifying Leads – Planning
2.0 Qualifying Leads
3.0 Monitoring the Qualifying Process
4.0 Improving the Qualifying Process
Forms/Records
SL1020-1 Prospect Management Plan
SL1020-2 Prospect Database
SL1020-3 Qualifying Questionnaire
SL1030
Sales Calls
1.0 Planning Sales Calls
2.0 Conducting Sales Calls
3.0 Monitoring Sales Call Effectiveness
4.0 Adjusting the Sales Call Process
5.0 Sales Account Maintenance
Forms/Records
SL1030-1 Sales Plan
SL1030-2 Customer Database
SL1030-3 Order Database
000 Table of Contents
Page 7 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
Section Name
Bizmanualz.com
Tab
SL1030-4 Customer Contact Worksheet
SL1030-5 Sales Account Maintenance Plan
SL1040
Customer Improvement
1.0 Customer Improvement Plan
2.0 Customer Improvement Actions
3.0 Measuring Customer Improvement
4.0 Enhancing Customer Improvement
Forms/Records
SL1040-1 Customer Improvement Plan
SL1040-2 Customer Improvement Goals Worksheet
SL1050
Customer Service
1.0 Customer Service Goals
2.0 Customer Service Plan
3.0 Servicing Complaints and Feedback
4.0 Measuring Customer Service
5.0 Improving Customer Service
Forms/Records
SL1050-1 Customer Feedback Form
SL1050-2 Customer Complaint-Feedback Strategy
430
Sales / Marketing Administration ................................... Tab 7
AD1000
Document Control
1.0 Procedure Format
2.0 Work Instructions
3.0 Forms
4.0 Sales Collateral
5.0 Document Approval
6.0 Temporary Document Changes
7.0 Document Revisions
000 Table of Contents
Page 8 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
Section Name
Bizmanualz.com
Tab
8.0 External Documents
9.0 Document Distribution
10.0 Document / Collateral Review
Forms/Records
AD1000-1 Document Request
AD1000-2 Document Control Database
AD1010
Record Control
1.0 Identification of Records
2.0 Record Generation
3.0 Filing and Tracking
4.0 Record Maintenance
Forms/Records
AD1010-1 Sales/Marketing Records List
AD1020
Sales Supplies
1.0 Identifying Sales Supplies
2.0 Supplying Salespeople
3.0 Measuring Use and Effectiveness of Sales Supplies
4.0 Updating the Sales Supply List
Forms/Records
AD1020-1 Sales Supply Checklist/Order Form
AD1030
Sales Compensation
1.0 Sales Compensation Plan - Background
2.0 Creating the Sales Compensation Plan
3.0 Monitoring the Sales Compensation Plan
4.0 Improving the Sales Compensation Plan
Forms/Records
AD1030-1 Sales Compensation Plan
000 Table of Contents
Page 9 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
AD1040
Section Name
Bizmanualz.com
Tab
Sales Hiring
1.0 Sales Hiring Plan
2.0 Selecting Sales Candidates
3.0 Interviewing Sales Candidates
4.0 Second Interviews and Making an Offer
5.0 Monitoring the Sales Hiring Process
6.0 Improving the Sales Hiring Process
Forms/Records
AD1040-1 Qualification Checklist
AD1040-2 Interview Guidelines
AD1050
Sales Training
1.0 Sales Training Plan
2.0 Sales Training
3.0 Monitoring Sales Training
4.0 Improving Sales Training
Forms/Records
AD1050-1 Sales Competency Matrix
AD1050-2 Individual Sales Training Record
AD1050-3 Sales Training Plan
AD1060
Meetings
1.0 Meetings – Background
2.0 Preparing for Meetings
3.0 Conducting Meetings
4.0 Meeting Follow-Up
5.0 Meeting Review
Forms/Records
AD1060-1 Meeting Agenda
000 Table of Contents
Page 10 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
440
Section Name
Bizmanualz.com
Tab
Product Management ...................................................... Tab 8
PM1000
Product Life Cycle Management
1.0 Product Life Cycle Management – Background
2.0 Product Life Cycle Management Plan
3.0 Following the Product Life Cycle
4.0 Monitoring Product Life Cycle Management
5.0 Improving Product Life Cycle Management
Forms/Records
PM1000-1 Product Life Cycle Management Plan
PM1010
Product Development
1.0 Product/Process Initiation
2.0 Determining Requirements and Objectives
3.0 Meeting Requirements and Objectives
4.0 Design Acceptance
5.0 Design Validation and Testing
Forms/Records
PM1010-1 Request for Engineering Action
PM1010-2 Requirements Definition
PM1010-3 Product Brief
PM1010-4 Design Review Checklist
PM1010-5 Design Completion Checklist – Electromechanical Devices
PM1010-6 Design Completion Checklist – Non-Electromechanical
Devices
PM1010-7 Product Test
PM1020
Product Launch
1.0 Product Launch Plan
2.0 Executing the Product Launch Plan
3.0 Monitoring the Product Launch Plan
4.0 Improving the Product Launch Plan
000 Table of Contents
Page 11 of 12
Sales & Marketing Policies, Procedures, and Forms Manual
Section ID
Section Name
Bizmanualz.com
Tab
Forms/Records
PM1020-1 Product Launch Plan
PM1030
Product Recalls
1.0 Product Recall Initiation
2.0 Product Recall Communications
3.0 Handling Recalled Product
4.0 Review of Product Recall Process
Forms/Records
PM1030-1 Product Recall Request (Internal)
PM1030-2 Food Product Recall Checklist
PM1030-3 Non-Food Product Recall Checklist
PM1030-4 Product Return Form
PM1040
Customer Requirements
1.0 Requirements – General
2.0 Requirements Acquisition
3.0 Revised Requirements
4.0 Requirements Review
Forms/Records
PM1040-1 Customer Requirements Checklist
500
Guide to Internet Marketing ............................................ Tab 9
600
Index ................................................................................. Tab 10
700
Notes................................................................................. Tab 11
000 Table of Contents
Page 12 of 12