7

Developing a Sales and Revenue Plan

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Learning Objectives

By the end of this chapter, you should be able to:

Explain the importance of developing quarterly sales and revenue objectives.

Use historical information and the results of the situational analysis to prepare estimates of sales, revenues, and marketing and sales expenses.

Explain why companies need to pull revenue and expense objectives together.

Identify the impact of research and development activities on the sales and revenue plan.

Describe the steps necessary to finalize the sales and revenue plan.

The goals and strategies established in step 3 of the planning process ...

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