Always have one.. Not having good answer here for an opportunity that's forecasted is asking for trouble with management :-). Selling is a delicate dance, got to check with your partner all times she's with you or looking somewhere else. The stakes are high, no silver medals to be won. Most importantly marketing has worked hard for the leads to come in. Make sales plans just out of sheer respect for just that painful process.
Your message is the key to your competitive differentiation. A message that isn't delivered well or is confusing, can undue months of sales efforts. Good sales teams know that well. They take orals coaching seriously.
In the enterprise software business we often get only one change to prove our capabilities. There is no place for the runners up and the winner takes it all. While there's a lot written about the topic like this article I found, here's my ask of my presenters:
NOTE: The learnings from this blog site are not a substitute for a training course; training courses are not a substitute for working together in the field. If the content here resonates and you want to explore further, give me a call.