Mutual Action Plan Best Practices

Published on January 5, 2024 by David Zhang

Mutual Action Plan Best Practices

In the high-stakes world of B2B sales, securing a client is like setting sail on tumultuous seas. The journey can be unpredictable and fraught with challenges, yet the reward of reaching your destination — a successful, closed deal — makes the voyage worthwhile. Sales teams and prospective clients are like seasoned captains and their crews, navigating together. One critical navigational tool in this journey is the Mutual Action Plan (MAP), also known as a Close Plan or a Joint Execution Plan.

A Mutual Action Plan is a collaboratively built guide that aligns the goals and timelines of both the buyer and seller, aiming to create a clear path to purchase and implementation. It isn't just a sales roadmap; it's a consensus-driven pact ensuring both parties are invested in the journey and outcome.

In this detail-rich expedition, we will delve into the best practices for creating and executing a Mutual Action Plan that fosters a win-win scenario for both sales teams and their prospects.

Understanding Mutual Action Plans

A MAP is a strategic outline for the buying process. It marks key milestones and delineates the responsibilities of both parties, ensuring that each step towards deal closure is quantifiable and agreed upon. Creating a MAP involves precise understanding and articulation of the buyer's pain points, decision-making process, timeline, and expected results.

The Benefits of a Mutual Action Plan

Mutual Action Plans facilitate a buyer-centric approach, helping the sales team to:

  • Enhance trust and build stronger relationships with the buyer
  • Increase deal velocity by keeping both parties engaged and accountable
  • Reduce the probability of deals stalling or falling through
  • Provide a clear structure for complex sales processes involving multiple stakeholders

Best Practices for Creating a Mutual Action Plan

1. Initiate at the Right Time

Begin the conversation about a MAP as soon as there is a mutual recognition of value, typically after an in-depth discovery call. Proposing a MAP too early can seem presumptuous, whereas introducing it too late can lead to an unstructured engagement.

2. Involve Key Stakeholders

Identify all necessary stakeholders from the buyer's side and include them in the planning process. This ensures that the plan aligns with their requirements, expectations, and timelines, and minimizes last-minute hurdles.

3. Set Clear and Achievable Milestones

A MAP should outline milestones that are specific, measurable, achievable, relevant, and time-bound (SMART). This clarity helps in monitoring progress and maintaining momentum throughout the sales process.

4. Define Roles and Responsibilities

Both parties should know who is responsible for what. Assign tasks, deadlines, and outline dependencies. This transparent division of labor prevents bottlenecks and keeps both teams accountable.

5. Incorporate Educational Content

Throughout the MAP, include resources such as case studies, whitepapers, or webinars that help the buyer understand your product or service better. This enhances their confidence and commitment to the buying process.

6. Facilitate Open Communication

Maintain a framework for regular communication. Schedule check-ins, provide updates, and remain responsive to feedback. Equipping a shared collaboration platform can streamline this exchange.

7. Anticipate Obstacles

Proactively identify potential roadblocks that could delay the process and build contingencies into the MAP. Ensuring there's a plan B keeps the momentum going, even when plan A meets an impasse.

8. Adaptability

A MAP is not set in stone. Be ready to adjust timelines, responsibilities, and resources as required. The ability to adapt is crucial because buyer needs and internal priorities can often change.

9. Articulate the Value at Every Step

Reinforce the benefits and ROI of your solution at each milestone. This keeps the value proposition top of mind and helps stakeholders visualize the end benefits more clearly.

10. Close Alignment with Customer Success

Your Customer Success team should be engaged early in the MAP process to ensure seamless transition post-sale. This critical step ensures that the implementation and onboarding experience is factored into the MAP.

11. Seek Mutual Agreement on All Points

A Mutual Action Plan only works if it is precisely that — mutual. Validate that all parties agree on the responsibilities, timelines, benefits, and outcomes expected from the engagement.

12. Document the Plan Clearly

The MAP should be documented clearly and should be accessible to all involved parties. Use visually appealing formats like Gantt charts or project management software to keep track of progress.

Executing the Mutual Action Plan

Executing a MAP is an ongoing effort to align the sales process with the buyer's journey. It involves diligent tracking, active execution of assigned tasks, and ensuring the buyer is confident in their decision every step of the way.

  • Regularly Review Progress: Regularly review the plan with both sales and buyer teams to ensure you're on track to meet milestones and to adjust the course if necessary.
  • Maintain Flexibility: Adjust the MAP as new information comes into the discussion or if there are shifts in the buyer's needs and priorities.
  • Celebrate Milestones: Celebrate completion of each milestone, both internally and with your customers. This not only motivates but also builds goodwill with the buyer.
  • Track with Technology: Use CRM software to track progress and collaboration tools to facilitate communication.


Mutual Action Plans represent the kernel of a modern, buyer-focused sales process. When crafted and executed diligently, they lay the groundwork for successful, mutually beneficial relationships. In today's complex B2B environment, a well-defined MAP is more than a road to the sale — it's the establishment of a trusted partnership.

Just as important as having a MAP is the execution. Leveraging technology like Aomni to align sales, marketing, and customer success teams around a MAP can provide a consistent, transparent, and effective sales process that delivers value at every touchpoint, ensuring that each sail through the sales sea is a journey well-navigated.

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