Sales strategy: how to build it step by step and implement it with Sales House
Filip Duszczak
CEO i założyciel InStream Group
- Reading time: 16 minutes
- February 27 2026
Updated: · data from InStream Group projects in 2026
A sales strategy is a plan that says who you sell to, with what value proposition, through which channels and in what process, and how many people, leads and how much money you need to reach your revenue goal. A good B2B sales strategy ends with numbers for every week, not with a presentation that sits in a drawer.
- How to build a strategy step by step
- Elements of a sales strategy
- Why a strategy with Sales House
- Sales House at every part of the funnel
- Videos about our services
- Local or global strategy
- Outsourcing resources and scaling
- KPIs in strategy planning
- Leads as the fuel of a strategy
- Sales House demo
- ABM, ABS, prospecting, inbound, outbound
- Services along the whole strategy
- How to design a strategy from A to Z
- Everything with one partner
- Scaling the strategy with Sales House
- Costs and ROI: calculator
- Good vs weak strategy
- Example strategy with costs
- Frequently asked questions
Step by step
How to build a sales strategy step by step
Seven steps lead from a revenue goal to a plan your team executes every week. We expand on each step in the sections below.
- Step 1
Goal
Revenue for the year and quarter, broken down into the number of new clients.
- Step 2
Market and ICP
Industries, company size, decision-maker roles, countries.
- Step 3
Value proposition
What problem you solve and why the client should choose you.
- Step 4
Channels
Where leads will come from: LinkedIn brand, social selling, cold mailing, inbound.
- Step 5
Process and KPIs
Funnel stages, exit criteria, conversion rates and activities.
- Step 6
Resources
People, databases, tools and CRM, in-house or external.
- Step 7
Measurement and correction
A weekly funnel review and a quarterly plan update.
Elements
Elements of a sales strategy: what it must include
A strategy missing any of these elements is just a wish list. Each element answers one question and produces something concrete.
| Element | Question | What is produced |
|---|---|---|
| Goal | how much and by when? | a revenue goal and the number of new clients per quarter |
| ICP and segments | who do you sell to? | an ideal client profile, a list of industries, roles and countries |
| Value proposition | why you? | a message for each segment, arguments and case studies |
| Channels | where do leads come from? | a channel mix with a budget and the expected number of leads |
| Sales process | how do you close? | stages, exit criteria, scripts, follow-ups |
| KPIs | how do you measure? | stage conversion rates, activities, client acquisition cost |
| Resources | who will do it? | team composition, tools, CRM, external partners |
| Budget and ROI | how much does it cost and what does it return? | monthly cost, cost per lead, return on investment |
Sales House
A sales strategy with Sales House: planning and execution in one place
A consultant leaves you a document. An agency delivers leads. Sales House takes responsibility for the whole journey: from strategy, through people and leads, to the process and CRM that turn leads into sales. InStream Group is the first Sales House in Poland.
- 1
People
Teams of SDRs, salespeople, copywriters, data miners and consultants, ready from day one.
- 2
Resources
Decision-maker databases, proven campaign scenarios and process templates from more than 3,000 projects.
- 3
Technology
A campaign platform, a client panel with live results, CRM and PipeChamp for training salespeople.
- 3000+projects
- 1700+companies
- 40countries
- 250+CRM implementations
Sales House
How Sales House fits into your strategy at every part of the funnel
A strategy breaks down into parts of the funnel, and each part has its own team and technology at Sales House. Choose a level to see the services, or watch the short videos about each of them below.
Visibility and brand
We build the visibility of your company and its leaders on LinkedIn.
LinkedIn MarketingWe build your leaders’ personal brands: content, video and regular publishing.See the service 
Employee AdvocacyConsistent employee profiles and a shared content calendar for the whole team.See the service 
LinkedIn profile auditWe review the profile element by element and recommend changes.See the service Lead generation
We reach decision-makers by email and on LinkedIn. You get hot leads.
Cold MailingPersonalised email campaigns. A team, databases and our own sending infrastructure.See the service 
Social SellingA salesperson runs your LinkedIn profile, builds relationships and books meetings.See the service 
B2B company databasesCustom company databases from registers, maps and thousands of sources.See the service Lead management
We qualify leads and turn them into booked meetings.
Lead handling (pre-sales)
Virtual qualification and meeting bookingSales management
We organise your sales process and manage your team.
Sales department transformationThe SalesBooster programme rebuilds your process, CRM, training and team habits.See the service 
Remote sales directorAn experienced director manages your sales department remotely.See the service 
Open consultingAn individual development path, mentoring and support with your challenges.See the service Skills development
We develop salespeople in the training room and on a virtual sales process.
Classic training
Training on a virtual sales processTools and CRM
We implement CRM and AI that support salespeople’s everyday work.
CRM implementation
AI in sales implementationWant to launch your strategy?
Sales House services in your strategy: 5 short videos
See how the teams that execute your strategy work: from brand and leads to the sales process.
Sales House
What Sales House is and how it combines people, resources and technology at every stage of the funnel.
Cold Mailing
How a team of specialists runs a campaign: from a database built for your target to hot leads handed over to sales.
LinkedIn Marketing
How we build the visibility of your expert and company in the feeds of decision-makers from your ICP.
LinkedIn Social Selling
How salespeople build relationships with decision-makers on LinkedIn and turn them into sales conversations.
SalesBooster
How we design the sales process, KPIs and CRM and train salespeople on a virtual process.
Markets
Local or global sales strategy: when to expand abroad
A strategy for your home market and one for foreign markets have the same elements but different assumptions. InStream Group has run projects in 40 countries. Outside Poland, most of them in Spain, Germany and the United Kingdom.
| Local strategy | Global strategy | |
|---|---|---|
| Market | one country, familiar conditions | several countries, different buying habits |
| Communication | one language and one message | language and arguments adapted to each country |
| Databases and channels | local databases, LinkedIn in your country | decision-maker databases from each market, campaigns in the recipient’s language |
| Law | local rules on electronic communication and GDPR | each country’s rules on first contact |
| Team | salespeople on site | a remote team or a partner who knows the market |
| When | when the local market is not saturated | when the local market is too small or the brand already has references |
Rule: we start with a pilot in one foreign market. Only when the pilot delivers meetings do we extend the campaign to more countries.
Scaling
A sales strategy based on outsourced resources: how to scale without recruiting
Recruitment is usually the slowest element of a strategy. Outsourcing resources lets you launch the plan straight away and change the scale of support along with the results.
| Resource | You build it yourself | With Sales House |
|---|---|---|
| SDRs and lead qualification | recruitment, onboarding, turnover | an SDR team or Virtual SDR from the start |
| Salesperson | PLN 12,000 (approx. €2,800) per month for one average salesperson with commission in Poland | an external salesperson or a remote sales director |
| Campaigns and databases | tools, databases, copywriting, infrastructure | a Cold Mailing and LinkedIn team with a hot lead guarantee |
| Process and CRM | a consultant or your own attempts | SalesBooster and CRM implementation |
More than ten people for the cost of one full-time role
In the three-channel package, more than ten people work for roughly the cost of one full-time salesperson. See how B2B sales outsourcing.
KPIs
KPIs of a sales strategy: what to plan and measure
A strategy has four levels of KPIs. The outcome goal tells you where you are going, and the other three show whether you are on track before the quarter ends.
| Level | KPIs | How often |
|---|---|---|
| Outcome | revenue, number of new clients, average contract value, client acquisition cost | monthly and quarterly |
| Funnel | lead → meeting, meeting → offer and offer → contract conversion, cycle length | weekly |
| Activities | calls, follow-ups, meetings per salesperson | weekly |
| Channels | number of leads and hot leads, reply rate, cost per lead in each channel | weekly and monthly |
The same batch of leads, a different result
A company without a process lets two out of twenty leads into its funnel. A prepared company turns the same twenty leads into five offers and closes sales from them. That is why we plan funnel KPIs together with channel KPIs.
Leads
Leads as the fuel of a sales strategy: how Sales House does it
A strategy without a steady flow of leads stays on paper. In Lead Generation 3.0 we combine three channels: an expert brand on LinkedIn, social selling and cold mailing.
- min. 5hot leads per month, guaranteed in the contract
- PLN 664median cost of a hot lead in 426 InStream Group cold mailing campaigns (how to calculate the cost of a lead)
Inbound vs outbound in a strategy: an inbound lead arrives when it is already looking for a solution. An outbound lead often does not yet know it needs one. The potential is the same, but the process needs different steps: more follow-ups and patience.
Sales House demo
See how Sales House turns a strategy into leads and meetings
A full demo of our services: teams, campaigns, the client panel with results and CRM, everything that executes your strategy.
Click to play the demo with sound
Glossary
Sales strategy glossary: ABM, ABS, new business, prospecting, inbound and outbound
These terms come up in every conversation about a B2B strategy. This is how we understand and deliver them.
| Term | What it means | How Sales House does it |
|---|---|---|
| ABM (account based marketing) | marketing aimed at a selected list of companies rather than a broad audience | a list of target companies, content and LinkedIn ads for their decision-makers |
| ABS (account based selling) | selling to selected companies in which the salesperson reaches several decision-makers at once | mapping decision-makers in the company, social selling and sequences for each role |
| New business | acquiring new clients rather than growing existing ones | outbound campaigns, SDRs and meetings for salespeople |
| Prospecting | finding and qualifying potential clients before the first contact | decision-maker databases and data mining |
| Inbound | the client finds the company and leaves their details | expert brand, LinkedIn Marketing, content |
| Outbound | the company contacts the client first | cold mailing, social selling |
In a B2B strategy these approaches work together: ABM and ABS show who to target, prospecting prepares the list, and inbound and outbound deliver the leads.
Services
Sales House services along the whole sales strategy
Each part of the strategy has a service that delivers it. Click a service to go to its page.
- Stage 01VisibilityLinkedIn MarketingEmployee Advocacy
- Stage 02Outreach and leadCold mailingSocial sellingB2B company databases
- Stage 03QualificationSDRVirtual SDR
- Stage 04Meeting and offerSales outsourcingRemote sales director
- Stage 05Process and teamSalesBoosterPipeChamp
- Stage 06MeasurementCRM implementationInStream CRM
From A to Z
How to design a sales strategy from A to Z
A strategy project ends when the plan works in your CRM and in your salespeople’s habits. This is the path in the SalesBooster programme and in the 90-day strategy.
- Step 1
Diagnosis
A conversation about your goal, an analysis of your current funnel, CRM data and the market.
- Step 2
90-day strategy
ICP, channels, team composition, KPIs and budget.
- Step 3
Process design
Stages, actions, scripts and objections, in other words the SalesBook.
- Step 4
Environment, CRM and implementation
A CRM that mirrors the process, reports and automations.
- Step 5
Practice, habits and development
Training on a virtual process in PipeChamp, 1:1 sessions and funnel reviews.
One partner
A good sales strategy: everything with one partner
When a consultant writes the strategy, an agency delivers leads and a third company implements the CRM, nobody is responsible for the overall result. One partner takes responsibility for the whole funnel.
| Several suppliers | One partner (Sales House) | |
|---|---|---|
| Responsibility | each for their own piece | for the whole funnel and the result |
| Lead handover | leads get lost between the agency and the salespeople | one lead definition and one process |
| Data | in several systems | in one CRM and client panel |
| Strategy changes | every change means new arrangements with several companies | one decision, implemented immediately |
| Cost | several contracts, several margins | one package, one contract |
Scaling
How to scale your sales strategy with Sales House
You do not have to start with the whole funnel. We scale the strategy in stages: first we test a channel, then we add more channels and people, and finally we put the process in order.
| Stage | What we launch | Net price |
|---|---|---|
| 1. Channel pilot | Cold Mailing or LinkedIn Sales for 4 months | quote on request |
| 2. Permanent channel | a Cold Mailing subscription with a guarantee of min. 5 hot leads | €1,700 / month |
| 3. Three channels | package: LinkedIn Marketing, social selling and cold mailing | €3,500 / month |
| 4. People | SDR, Virtual SDR, external salesperson or remote sales director | quote based on scope |
| 5. Process | SalesBooster: process, KPIs, CRM and salesperson training | €2,000 / month for 4 months + platform licence |
Costs and ROI
How to calculate the costs and ROI of a sales strategy
You calculate the ROI of a strategy from the profit new clients bring, not from revenue alone.
ROI = (gross profit from new clients − strategy cost) ÷ strategy cost × 100%
Break-even point = strategy cost ÷ gross profit from one client = the number of clients you need for the strategy to pay back.
Strategy ROI calculator
the starting values are the example from this page · net amounts
Outcome
The calculator does not store your data. The result is an estimate: gross profit is the revenue from a client minus the cost of delivery.
Comparison
A good sales strategy vs a weak one: comparison
You can recognise a weak strategy because it cannot be measured or assigned to specific people and deadlines.
| Weak strategy | Good strategy | |
|---|---|---|
| Goal | “increase sales” | number of clients and revenue per quarter |
| Client | “companies from all over the country” | an ICP with industries, roles and countries |
| Channels | one channel and hope | three channels that reinforce each other |
| Process | every salesperson in their own way | stages, criteria and scripts in the CRM |
| Measurement | a result at the end of the year | funnel and activity KPIs every week |
| Resources | “we’ll hire when we can” | a team ready from day one |
| Budget | no return calculation | cost, break-even point and ROI |
Example
Example: a sales strategy 100% with Sales House and its cost
Assumptions (an example, not a client case): a B2B services company, home market, goal: new clients from the mid-sized company segment, an in-house sales team without a process or CRM.
| Strategy element | Service | Net cost |
|---|---|---|
| Decision-maker visibility | LinkedIn Marketing | included in the package |
| Direct outreach | social selling and cold mailing | included in the package |
| Three-channel package | Lead Generation 3.0, guarantee of min. 5 hot leads per month | €3,500 / month |
| Process, KPIs and CRM | SalesBooster for 4 months | €2,000 / month + licence |
| Total over 6 months | 4 × €5,500 + 2 × €3,500 | €29,000 |
Break-even point (example): if one new client brings €14,000 of gross profit in the first year, the strategy pays back after 3 clients (29,000 ÷ 14,000 = 2.07). The calculation is an example: enter your own figures in the ROI calculator.
More about client acquisition methods and their costs: B2B client acquisition.
Frequently asked questions about sales strategy
What is a sales strategy?
A sales strategy is a plan that defines who a company sells to, with what value proposition, through which channels and in what process. It also covers the revenue goal, KPIs, resources and the budget needed to reach it.
How do you build a sales strategy step by step?
Set a revenue goal, describe your ICP, define your value proposition and choose lead acquisition channels. Then design a sales process with KPIs, plan resources and budget, check results every week and adjust the plan every quarter.
What elements should a sales strategy include?
A goal, ICP and segments, a value proposition, channels, a sales process, KPIs, resources and a budget with an ROI calculation. Without any of these elements the strategy cannot be implemented or measured.
What is the difference between a sales strategy and a sales plan?
A strategy says who you sell to, with what and how. A sales plan breaks it down into numbers and deadlines: how many leads, meetings, offers and contracts each month.
What does an example B2B sales strategy look like?
An example strategy for a B2B services company combines three lead acquisition channels (LinkedIn Marketing, social selling, cold mailing) with an organised process and CRM. At Sales House this package costs €3,500 net per month, and the SalesBooster programme €2,000 net per month for 4 months.
What KPIs should a sales strategy set?
Outcome KPIs (revenue, new clients, client acquisition cost), funnel KPIs (conversion between stages), activity KPIs (calls, follow-ups, meetings) and channel KPIs (number and cost of leads).
How much does it cost to implement a sales strategy?
It depends on the scope. At Sales House the three-channel lead acquisition package costs €3,500 net per month, and the SalesBooster programme, in which we design the process, KPIs and CRM, costs €8,000 net for 4 months plus the platform licence.
How do you calculate the ROI of a sales strategy?
Subtract the strategy cost from the gross profit from new clients, divide the result by the cost and multiply by 100%. The break-even point is the strategy cost divided by the gross profit from one client.
Can a sales strategy be outsourced to an external company?
Yes. A Sales House such as InStream Group designs the strategy and implements it: it provides teams, leads, the process and CRM. The process and data stay in your company.
Local or global sales strategy?
Start with the market where you have references, and test foreign markets with a pilot in one country. A global strategy requires communication in the recipient’s language, local databases and knowledge of the rules on first contact.
What are ABM and ABS?
ABM (account based marketing) is marketing aimed at a selected list of companies. ABS (account based selling) is selling to those companies, with the salesperson reaching several decision-makers at once.
How often should you update a sales strategy?
Check funnel and activity KPIs every week, and update the strategy assumptions (ICP, channels, budget) every quarter or after a major change in the market.
Let’s plan your sales strategy
In a 30-minute call we will go through your goal, market and current funnel. We will show you which elements of the strategy we can launch straight away, how much it costs and when it will pay back.
- 30 minutes on your goal, no obligation
- More than 3,000 projects
- Guarantee of min. 5 hot leads in the subscription
About the author
Filip DuszczakCEO and founder of InStream Group, 17 years in B2B sales. He has built a team of 70+ specialists that has supported more than 1,700 companies in sales across 40+ markets.
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