6Developing a Sales and Revenue Plan
By the end of this chapter, you should be able to:
• List the information required to prepare a complete sales and revenue plan.
• Use historical information and the results of the situational diagnosis to prepare estimates of sales, revenues, and marketing and sales expenses.
• Identify the impact of research and development activities on the sales and revenue plan.
• Prepare an effective management plan for research and development activities.
The goals and strategies established in step 3 of the planning process are used to define the structure within which detailed operating plans ...