You might find it interesting:

http://www.advercation.com/2007/05/23/marketing-plan-walkthrough-for-non-profits-foundational-interactive-strategies/

I would be interested in your thoughts as well.

-Peter

Well stated. I’m going to introduce a new concept into the plan. Sales and Marketing have become the last frontier of customer process innovation. We know how to build software efficiently and support customers, however, marketing and sales tactics have remained static for years. Let me explain. We have new vehicles to reach customers, we just tend to treat customers the same once we get them in the funnel. The question is how will the business challenge the status quo in this area?

When discussing how the solution addresses the problem, be prepared to look at market segments by problem first and demographic second. That is implied here, but it needs to be stressed. One size solution may fit a segment but people perceive value differently meaning you sell to them differently. Limit the problem categories to a manageable number and create a sales and marketing processes for each. Stress that the business plans to measure and track the results. Successful tech companies are known for measuring marketing and sales activities by seeing the departments as a single entity. It allows the business to know which methods reach and convert the largest number of prospects and/or drive repeat sales.

Great technology innovation rarely crosses over to the early majority without a well thought out sales plan. Use these questions a guideline to demonstrate that your business is thinking about sales from the customer’s value perspective.

What global problem do we solve?
What are the customer segments by value?
What marketing tactics will be put into place to incubate customers by value?
How will the business recycle leads that fail to close when not lost to competitors?