Selling is not an easy part of business. Having a road map to guide you from lead to sale is a tactic that can help a salesperson at any level. A sales road map helps define big goals and intermediate goals along the route. To create a road map, you start at your goal and work backwards toward production needed to achieve a stated sales goal. A sales road map can be implemented in nearly every business.

Creating a Sales Road Map

Step 1.

Set a revenue goal. Yearly, quarterly and monthly are traditional periods you might consider for achieving goals. This will be the amount of money you are hoping to generate from selling products or services.

Step 2.

Divide the revenue goal by the cost (or average cost) of your product or service. This amount is the number of sales that you need to achieve your stated goal.

Step 3.

Determine the number of leads you need to interact with before you make one sale. This number will become more accurate as time moves forward, and as you get more experience at setting and achieving your sales goals.

Step 4.

Multiply the number of sales needed (from step 2) by the number of leads per sale needed (from step 3). These are the estimated number of leads that you will need to contact during the time period to achieve your stated sales goal.

Step 5.

Divide the number of leads needed to achieve daily, weekly, monthly, and or quarterly goals for the number of leads that you must develop and interact with in order to achieve your stated sales goal.


Post these smaller goals from step 5 where you can easily see them while you are working.

You can also include other steps in your sales process to your sales roadmap. For instance, if part of your sales process is to invite people to events, you may want to include a step that helps set a goal of how many people you should invite to events in order to make your stated revenue goal.


The sales road map is somewhat of a moving target. Until you get a better idea of how many leads you need to interact before a sale, your estimates are going to be goodwill guesses. Keep good data and your road map will become better and better with time.