What on Earth is a Mutual Action Plan Anyway?
A mutual action plan (also called a mutual success plan, mutual evaluation plan, or buyer-centric roadmap) is a shared, structured plan that maps out the critical steps and key milestones required to close a B2B deal. It includes input from the buyer and sales team, outlines tasks, expectations, go-live plans, approval protocols, and key dates. Think of it as the adult version of a chore chart — but instead of reminding you to take out the trash, it ensures deal qualification, buyer input, and a smooth path to go-live. Modern sales leaders use MAPs to:- Align with buying teams and decision-makers
- Document the buying process and customer journey
- Track project milestones and adoption rates
- Promote accountability among stakeholders
- Enable a successful implementation
- Improve the buyer experience from the initial meeting to the go-live date
Why You Need a Mutual Action Plan (And Not Just for the Fancy Acronym)
B2B sales motions are increasingly complex. Multiple stakeholders, evolving budgets, long-term success metrics, and shifting timelines — it’s a lot. A mutual action plan keeps everyone rowing in the same direction. Benefits include:- Increased sales efficiency and conversion rates
- Better sales performance through accountability and collaboration
- Clarity on key challenges, rates, and expectations
- A single source of truth for all action items
- Stronger buyer-seller relationships
- Fewer surprises and more successful deal closures
The Hilarious Misadventures of Meetings Without a MAP
Picture this: a sales rep sends a recap email. The client responds… eventually. Four days and ten email threads later, someone creates a list of tasks. One week after that, a decision-maker joins the call and asks, “Wait, what are we doing again?” Without a MAP:- Sales tools and buyer enablement strategies fall flat
- Task lists get lost in inboxes
- Stakeholder mapping is inconsistent
- The average sales cycle lengthens
- The likelihood of success plummets
The Anatomy of an Effective Mutual Action Plan: What to Include (and What Not To!)
Every mutual action plan should be tailored to the buyer’s journey and sales deal complexity. Whether you’re using mutual action plan software or a trusty spreadsheet, don’t forget these essentials:- Goal Alignment – A shared broader goal or business case milestone (e.g., increase adoption rates or streamline workflows)
- Key Dates & Milestones – Include realistic timelines, go-live date, and critical steps
- Roles & Responsibilities – List of stakeholders, including additional stakeholders, buyer stakeholders, and client contacts
- Actionable Steps – Break down mutual action plan tasks with owners and deadlines
- Approval Protocols – Clarify board approval or internal processes
- Buyer Input – Include space for content from clients and active input from the buying team
How to Create Your Own Mutual Action Plan Without Losing Your Mind (Or Your Team)
Here’s a simple 4-step guide to building your own MAP:- Kick Off with a Joint Execution Plan
- In the initial meeting, co-create the MAP with your buyer. This builds trust, invites input, and sets the tone for a buyer-centric sales process.
- Customize with Stakeholder Mapping
- Identify key stakeholders, additional stakeholders, and decision-makers. Clarify roles in the deal process and client journey.
- Use the Right Tools
- Whether it’s a B2B Sales tool or a mutual action plan template in Google Sheets, ensure visibility and version control.
- Make It Living and Breathing
- Regular check-ins are a must. Update the MAP as timelines shift or challenges arise. Keep everyone focused on the next best step.
Mutual Action Plan FAQs
- What is a mutual action plan template?
- A mutual action plan template provides a standardized framework for creating MAPs, including sections for goals, timelines, responsibilities, and milestones.
- How long should a mutual action plan be?
- An effective mutual action plan typically spans 30-90 days, depending on the complexity of your B2B sales cycle and deal size.
- Who should be involved in creating a mutual action plan?
- Key stakeholders from both buyer and seller sides, including decision-makers, implementation teams, and project managers.
