Planning a sales campaign – 6 crucial areas to consider
01 Apr 2026
Published in: Member News
Successful sales campaigns start with clear targeting, strong data and a well-prepared message. Using a CRM and planning consistent follow-ups helps you stay organised and maximise opportunities, as most prospects require multiple touchpoints before engaging.
Who will I target?
It’s fine if you sell to everyone, but for a sales campaign, it’s good to target more specifically by segmenting your market. It makes campaigns easier and more effective if you choose a market and therefore your data, and messages to match. What you’re saying will become more compelling to your audience.
Data
Consider whether buying data will be effective, or will you need to research using LinkedIn Sales Navigator for example? If you are targeting manufacturers, does the SIC code give you lots of irrelevant companies? If so, consider research. If the SIC code is simple, e.g. schools, then purchasing could be the best route to go.
CRM
How will you manage your data? Consider your current CRM, or if you don’t have one, think about whether now is the time to invest. There are some free and some very low cost options that are available. A CRM will really help you manage the data in an effective way.
What’s the message?
Be prepared with what you want to say, and achieve, on each call. Calls shouldn’t be scripted, but you should be prepared and know how you will introduce yourself, and what information you want to both gather and share.
Information I can email
Many people will ask for information to be emailed, so also be prepared with an email that you can edit and use as necessary. Remember that emails can be a way to get you off the phone, so qualify if they really have any interest rather than sending lots of useless messages.
Follow ups
One of the most important and often overlooked areas is how you will manage your follow-up. Research suggests that it can take more than 7 points of contact to engage a prospect, so ensuring that you have a plan in place to manage nurturing prospects, will ensure that you get the best results.
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