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Key Responsibilities and Required Skills for Sales Planner

💰 $55,000 - $85,000

SalesAdvertisingMediaMarketingBusiness Development

🎯 Role Definition

The Sales Planner is the strategic backbone of the sales organization, acting as a crucial link between the sales team, internal departments, and the client. This role is responsible for architecting the advertising solutions that drive revenue and deliver on client objectives. More than just a support function, the Sales Planner is a proactive strategist who translates market data, product capabilities, and client needs into compelling, data-driven media proposals. They are the go-to experts for inventory, pricing, and packaging, ensuring every proposal is not only creative and competitive but also feasible and profitable. Success in this position requires a unique blend of analytical prowess, creative thinking, and meticulous attention to detail, making it a cornerstone of a high-performing media sales team.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Sales Coordinator or Sales Assistant
  • Ad Operations Coordinator
  • Junior Media Planner (Agency-side)

Advancement To:

  • Senior Sales Planner or Sales Strategist
  • Account Executive or Salesperson
  • Account Manager

Lateral Moves:

  • Media Planner (Agency-side)
  • Campaign Manager
  • Marketing Analyst

Core Responsibilities

Primary Functions

  • Spearhead the development of comprehensive, data-driven media plans and sales proposals in direct response to agency and client RFPs (Requests for Proposal).
  • Serve as the primary internal point of contact for Account Executives, collaborating closely to understand client KPIs, marketing objectives, and budget constraints.
  • Meticulously check and manage advertising inventory availability across all platforms to ensure proposed plans are deliverable and to avoid over-selling.
  • Construct detailed pricing scenarios for proposals, utilizing rate cards, value-added incentives, and strategic discounting to maximize revenue and win rates.
  • Create visually compelling and persuasive sales presentations and materials that clearly articulate the value proposition and strategic rationale behind each media plan.
  • Act as a critical hub of communication, liaising between the Sales team and internal departments such as Ad Operations, Research, Marketing, and Content teams to ensure seamless campaign execution.
  • Maintain rigorous and accurate records of all proposal activity, client communication, and sales pipeline stages within the company's CRM system (e.g., Salesforce).
  • Analyze and interpret post-campaign performance data to create insightful wrap-up reports that demonstrate ROI and identify future opportunities for clients.
  • Proactively identify and recommend upsell and cross-sell opportunities to the sales team based on campaign performance, client needs, and new product offerings.
  • Maintain an expert-level understanding of the competitive landscape, industry trends, and emerging media technologies to inform strategy and maintain a competitive edge.
  • Efficiently manage a high volume of competing requests and complex proposals simultaneously, prioritizing tasks effectively to meet tight deadlines.
  • Leverage third-party research tools (e.g., Nielsen, comScore) and internal data to provide audience insights and strategic justification for media recommendations.
  • Brainstorm and develop innovative, custom advertising solutions and sponsorship packages that go beyond standard offerings to meet unique client challenges.
  • Ensure all created proposals are fully compliant with company business rules, technical specifications, and brand safety guidelines.
  • Confidently join Account Executives on client calls and in meetings to help present, clarify, and defend media plan recommendations.
  • Oversee the precise and timely transition of signed Insertion Orders (IOs) and all relevant campaign details to the Ad Operations and Account Management teams for activation.
  • Build and maintain standardized and scalable pricing models, media kits, and pre-packaged offerings for the sales team to use for more transactional business.
  • Generate and distribute regular, detailed reports for sales leadership on key planning metrics, including proposal volume, turnaround time, and win/loss analysis.
  • Assist in the onboarding and training of new Sales Coordinators and Account Executives, educating them on internal planning processes, systems, and best practices.
  • Develop proactive, unsolicited proposals for key accounts by anticipating client needs and seasonal opportunities, providing the sales team with fresh ideas to drive new business.

Secondary Functions

  • Support sales leadership with ad-hoc reporting and data analysis requests to inform strategic decision-making and territory planning.
  • Contribute to the continuous improvement of the organization's sales processes, planning tools, and workflow efficiencies.
  • Collaborate with the product and marketing teams to provide feedback from the marketplace and assist in the go-to-market strategy for new advertising products.
  • Participate actively in team-wide sprint planning, brainstorming sessions, and agile ceremonies to foster a culture of innovation and collaboration within the sales organization.

Required Skills & Competencies

Hard Skills (Technical)

  • Advanced proficiency in Microsoft Excel, including pivot tables, VLOOKUPs, complex formulas, and data modeling for building media plans.
  • Hands-on experience with a major CRM platform, specifically for pipeline management and reporting (e.g., Salesforce, Microsoft Dynamics).
  • Deep familiarity with industry-standard third-party research tools used for audience measurement and competitive analysis (e.g., Nielsen, comScore, GfK, Quantcast, SimilarWeb).
  • Working knowledge of digital ad serving and order management systems (OMS), such as Google Ad Manager, Operative One, or FatTail.
  • A strong, practical understanding of digital advertising metrics and terminology (CPM, CPC, CPA, VCR, CTR, Viewability).
  • Proficiency in media math, including the ability to calculate reach, frequency, impressions, and ROI for various media types.
  • Expertise in creating polished, professional, and data-rich presentations using PowerPoint and/or Google Slides.
  • Proven ability to dissect and respond to complex, multi-faceted RFPs with tailored and strategic solutions.
  • Foundational skills in inventory management and revenue forecasting to inform pricing and availability.
  • The ability to analyze and visualize campaign data for the creation of insightful post-campaign performance reports and case studies.

Soft Skills

  • Exceptional attention to detail and a commitment to accuracy in all outputs, from pricing calculations to presentation grammar.
  • Polished and professional written and verbal communication skills, with an ability to articulate complex ideas clearly and concisely.
  • Superior ability to multitask, manage multiple high-priority projects, and consistently meet deadlines in a fast-paced, revenue-driven environment.
  • Innate problem-solving and critical thinking skills, with a talent for navigating ambiguity and finding creative solutions.
  • A highly collaborative and team-oriented mindset, capable of building strong relationships with internal and external stakeholders.
  • A proactive, resourceful, and self-starting nature with the ability to work independently with minimal supervision.
  • World-class organizational and time-management skills to keep complex projects and multiple stakeholders on track.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree from an accredited four-year university.

Preferred Education:

  • Bachelor’s Degree with a focus in a relevant field. Industry-specific certifications (e.g., IAB Digital Media Sales Certification) are a significant plus.

Relevant Fields of Study:

  • Marketing or Advertising
  • Communications or Media Studies
  • Business Administration or Finance

Experience Requirements

Typical Experience Range:

  • 2-5 years of relevant professional experience, typically within a media, advertising, or sales support environment.

Preferred:

  • Direct experience as a Sales Planner or in a similar role at a digital publisher, media company, or broadcast network is highly desirable. Experience on the agency side as a media planner is also highly valued.
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