Go to Market Planning Templates

Leverage Go to Market Planning Templates that have been proven at G1000 companies and Startups to effective develop and execute go to market plans.

Sales & Marketing Quick Reference Card

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A Sales & Marketing Quick Reference Card is a great tool for demand generation and sales development teams to start prospects and customer conversations off on the right track.

The one page format allows for a lot of key information to be organized neatly, clearly and all on a single page.

A Sales & Marketing Quick Reference Card (QRC) is a one-pager that summarizes four key topics:


  • Presenting your company’s value proposition
  • Summarizing the money statement
  • Highlighting the 3-5 high level benefits the technology provides

Opportunity Areas

  • Identifying the ideal business environments that may exist in a prospective organization that align with the solution
  • Documenting the specific functions and titles that are part of the customer buying process
  • Highlighting customers and the specific value that they derived from the solution

Discovery Questions

Asking the fundamental questions to gain insights about the initiative so that a determination of “fit” can be made

Objections Handling

Formalizing responses to the most frequently asked questions that prospects raise

Who Should Use the Sales & Marketing Quick Reference Card (QRC)

– Inside Sales Reps (ISRs), Sales Development Reps (SDRs) and Business Development Reps (BDRs) as they are usually the first voice contact that a prospect has with an organization.  The Sales & Marketing QRC should not be thought of as a specific script that is to be recited word for word by an ISR, SDR or BDR.  The Sales & Marketing Quick Reference Card highlights the key information around four topic areas with the goal of communicating a consistent message that supports the brand, the value proposition and the core differentiation of the solution.  This QRC is a living document that should be face up on an ISR, SDR or BDRs desk as they make outbound and take inbound calls.

Director, Sales Development, “We create a Quick Reference Card for all of our solution areas and our SDR’s are trained on the one pager so that each is on-topic, focused and ready to overcome objections with their outbound calls.”

– The Demand Generation teams as they need design, develop and execute integrated demand creation programs for specific: markets, business problems and individuals.  The QRC is a great source of information the demand generation team needs for targeting, messaging and creating offers.  The information in the Ideal Contacts will drive list buys and database pulls for campaigns.  The information in the Ideal Project Scenarios section can be used to qualify opportunities to identify those that are closest to the ideal use case that the solution was designed to solve.  The information in the benefits delivered allows for customers to be showcased so that prospects may self identify.  And, the value proposition and discovery questions provide content that can be used on the website, in emails, landing pages and some of the topics could support a whitepaper, webinar or blog posts.

Director, Demand Generation, “Our process is to create a Quick Reference Card for each integrated campaign that we develop so that are unique selling proposition is clear, our target audience is focused and our forms are aligned with the probing questions.”

Get a huge head start. Download and create your Sales & Marketing Quick Reference Card now!

15 reviews for Sales & Marketing Quick Reference Card

  1. Tom Jennings

    I wish we came across this document sooner!

  2. Johnny Buchwald

    We added 3 customers to the QRC and have committed to updating this section each quarter to keep the information fresh.

  3. Joan Cardis

    We tried to do something like this but it was too many pages and hard to navigate so we are now using the QRC.

  4. AJ Simmons

    The ideal project scenarios section provides a great framework for us as we target our integrated marketing programs.

  5. Christopher Sims

    The Quick Reference Card is a good reminder for our lead gen team when they are creating emails, landing pages, etc. as there is this one pager that they can reference versus pulling whatever is the flavor of the month.

  6. Tiffany T

    Great format: clean and simple.

  7. Ben Jordan

    The QRC is now on the desk of every SDR making calls for us.

  8. Alexis G

    Really good document, we are using it in our demand generation programs.

  9. R Latimer

    The questions are really simple and straightforward but it’s startling how many people had a variation of what we finally documented.

  10. Jimmy

    It’s smart to include the top objections and canned responses to them as they do come up and it’s not wise to have BDRs spinning their own answers.

  11. Wayne Fanning

    I like the fact that there are probing questions in the doc as it is key for a new SDR to fall back on when they are on the phone.

  12. Robert J Shaw

    It’s great, we never took the time to layout a document like this before, thank you

  13. Marshia Taylor

    The simplicity is what is new here – the one page format is really clean and allows a great deal of information to be included.

  14. Shay Thompson Jr.

    We had a similar call sheet but it was a plain Word doc that didn’t pop. Simple things like using bold and red make this document valuable.

  15. Janet Price

    The QRC is now a deliverable we create with every campaign that we create.

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Leverage Go to Market Planning Templates

Proven at G1000 and Startups to effectively develop and execute go to market plans

Provides a huge head start start to the go to market team

Go to market plans are built in PowerPoint and fully editable

Go to Market Strategy Template

Every company should have a comprehensive go to market plan and process for reaching prospective customers. Key go to market functions such as sales, marketing, product management, development, services and support must be integrated into the go to market plan. In addition, each function in the organization needs to prepare go to market strategies that cascade down from the company’s objectives.

It’s possible to build a powerful, integrated go-to-market process by leveraging a proven go to market strategy template. An effective plan incorporates the go to market strategies which guide operational execution. Also, a go to market plan enables a company to identify the target market and design unique value propositions tailored to both specific customer segments as well as the company’s unique differentiation. Finally, a go to market plan empowers a company to effectively deliver its offering to the marketplace and continually refine that offering based on rich, informative and continuous feedback.

<< Download a Go to Market Strategy Template now >>

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A sales plan example is perfect for B2B direct sales people to populate with all of their account knowledge and the resources available to them within their organization. Creating an integrated and holistic plan will streamline customer acquisition and up-sell opportunities by optimizing a plan to coordinate go to market resources to acquire and upsell customers.

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Go to Market Strategy – Foundational Building Blocks

Foundational building blocks via a sound go to market strategy with easy-to-use templates are designed to help a firm bring its offering to market. Go to market strategy templates facilitate the transfer of the offering from development to the market. As well, all of the technology must be translated into go to market messages that can be used to find, attract, engage and convert prospects into customers. All of the templates and worksheets to create compelling sales messages are included in the go to market strategy template.

This go to market template includes examples of models for product lifecycle, market sizing and technology adoption. Also included are examples for the market landscape, use cases, unique selling propositions for personas and unique differentiation is included in this go to market strategy template. Below are details about the various go to market strategy templates.

<< Download the Go to Market Strategy – Foundational Building Blocks now >>

Go to Market Plan – Lead Generation Planning Template

B2B lead generation is often not given the time, attention and resources that it deserves and as a result, go to market strategies fail. This is mainly because the correlation between marketing and sales is frequently not well understood. An effective integrated B2B lead generation plan is part of the sales process which sales and marketing jointly design, develop, execute, track manage and continually improve upon. A B2B lead generation plan that s not grounded in the customer buying process or tied to the sales plan is doomed from the start. Follow the integrated B2B lead generation example in the lead generation planning template to build an effective plan to acquire and retain customers.

<< Download a Lead Generation Planning Template now >>

Go to Market Plan – Lead Management Planning Template

The core to any B2B lead management system is marketing automation and account intelligence. The B2B lead management plan and process has to be developed from the sales person’s perspective and must be created before any lead generation programs are set in motion. Components of an effective B2B lead management plan include: a target account profile, a qualification matrix, lead scoring, lead routing, lead escalation, lead nurturing, lead follow-up, clear terms and definitions, lead hand-off processes and synchronized marketing and sales automation systems.

<< Download a template for a best-in-class Lead Management Process now >>

Go to Market Plan – Investor Presentation Template

The investor presentation template is for those that are raising money for a startup who will need to create an investor presentation (pitch deck, the deck). Unfortunately, some startups are so passionate about what they do that they do not develop an effective pitch deck. The investor presentation is typically left to the end (days before the pitch) and the visual presentation of the story is not on par with the verbal explanation. An ultimate pitch deck for startups includes a small number of slides (10 -15) that need to be very polished in order to make a great first impression. The investor presentation template includes examples on an investor pitch deck. While not all of the investor presentation slide examples need to be used (and the order of the deck will vary, based upon how one tells the story), but the deck facilitates the development and delivery of a winning investor presentation.

<< Download an Investor Pitch Deck now >>

Go to Market Plan – Messaging & Positioning Template

To develop and execute messaging and positioning that is effective, it is important to understand the following definitions. A value proposition is a statement that communicates perceived value form the buyer’s perspective to those in the buying process. Positioning is a concept that places competitors, substitutes and alternatives relative to one another. And, messaging defines the communications that a company develops to highly targeted segments and specific personas within the customer buying process.

Positioning is an integral part of persona-based marketing, especially as the content strategy and messaging is formulated. Messaging is a subset of positioning. It’s the art of defining what will be communicated and how it will be said to the targeted personas. Messaging is the intermediary step between positioning and content creation.

<< Download a Messaging & Positioning Template now >>

Go to Market Plan – Content Marketing Planning Template

Effective B2B content marketing requires the orchestration of content providers, a content calendar, content platforms and specific activities for each piece of content. The best-in-class B2B content marketers create a meaningful and relevant story for each persona in the customer buying process. A successful B2B content marketing plan will focus on identifying with business problems that are real for the audience and business outcomes that create a sense of urgency and need to secure funding.

Leverage this proven content strategy template to build an effective content marketing plan to engage prospects and convert them to customers.

<< Download a Content Marketing Examples and a Content Calendar Template now >>

Go to Market Plan -Call Guide for SDRs & BDRs

This is the ultimate B2B call guide for facilitating follow-up conversations with prospects and qualified leads in order to convert them to qualified sales opportunities.

A B2B call guide framework is much more effective and natural for a sales development (SDR) than a call script. An SDR call guide must be integrated with the B2B lead generation team as this team usually contributes up to 50% of the sales pipeline. As well, the call guide for an SDR has to be consistent with the B2B sales process. This is because qualified sales leads are passed from the SDR to the inside sales rep or field sales rep with the goal of conversion to a qualified sales opportunity. By using the B2B call guide framework one can bring marketing, sales development and sales onto the same page with the same goal.

<< Download a Call Guide for SDRs & BDRs now >>

Go to Market Plan – Social Media Planning Template

Creating a social media plan and the corresponding social media strategy takes time to develop, and not all digital marketers have enough time in the week to build a plan. Because the online landscape constantly changes (platforms and audiences), a dynamic process is required to adapt.

A social media strategy template should specify the desired business goals that social media activity will help meet. The goals should be SMART – specific, measureable, attainable, relevant and time-based. It is useful to document when to act and to have a standard set of dashboards, metrics and KPIs to measure progress.

<< Download a Social Media Strategy Template now >>

Go to Market Plan – Website Proposal Planning Template

In the digital age, a website frequently serves as a business’ or organization’s front entrance through which many prospects and customers will connect. A company’s website should provide a professional on-line experience that will generally enhance the organization’s image and branding, as well as move prospects through the sales process.

This sample website proposal template describes how to pitch an organization to secure funding for a new website or provide a facelift to an existing website. The scope of the website proposal includes business objectives, target audiences, website strategies, UX, website features, enabling processes, success metrics, critical success factors and deliverables.

<< Download a Website Proposal Planning Template now >>