BUSINESS PLAN
The commercial business plan: a strategic tool for B2B SMEs
When I start a consultation with a small or medium-sized company that works in B2B, one of the first things I ask is: " Do you have an updated commercial business plan? " In most cases the answer is uncertain, or it is a generic document, not very connected to the operational reality.
For the way I work, however, the commercial business plan is an indispensable tool.
Why? Because in B2B the sales cycle is longer, the relationship with the customer is more complex, and the competitive dynamics are often not so immediate to read. This is why you need vision, method and a solid strategy at the base.
A well-structured business plan helps to:
- define clear and realistic growth and market penetration objectives;
- identify ideal customers, the most profitable segments and areas to develop;
- build a coherent sales process, from lead generation to deal closing;
- plan resources, channels and commercial investments with logic and priority.
In my approach, I use the business plan as a real operational map :
It is not a document to be archived, but a working basis shared with the sales team, management and, when necessary, with any partners or investors.
Especially in B2B, where purchasing decisions are often complex and involve multiple stakeholders, it is essential to have a commercial strategy aligned with company objectives and supported by concrete numbers.
In short: if you are an SME working in B2B and you want to grow solidly, you cannot afford to navigate by sight .
A good commercial business plan is the tool that allows you to choose where to invest your time and resources, avoiding waste and seizing the right opportunities.