7 steps to creating a clearer mutual action plan with your customer

A mutual action plan (MAP) is one of the most powerful tools in sales, creating alignment, setting clear expectations, and driving results. 

However, creating a MAP that truly works for both your team and your customer requires more than just outlining goals. It involves building a shared understanding of the journey, defining roles, and establishing milestones that keep everyone on track. 

In this blog, we’ll walk you through the essential steps to creating a clearer and more effective mutual action plan — one that fosters collaboration, accelerates decision-making, and helps you close deals faster. 

In this blog, you’ll learn:

• How MAPs ensure alignment and transparency by defining roles, responsibilities, and timelines.
• Why clear expectations speed up the sales process by reducing delays and increasing accountability.
• How collaboration and proactive problem solving drive success by addressing obstacles early.
• When to introduce a MAP at key stages in the sales process for maximum impact.
• Why regular check-ins and flexibility are important to keep both teams aligned and on track.
• How Mural enhances MAPs by making them dynamic, collaborative, and transparent.
• Why mutual commitment is essential to ensure tasks are completed and deadlines are met.
• How to anticipate and address obstacles to prevent delays and maintain momentum.

What is a mutual action plan (MAP)?

A mutual action plan (MAP) is a strategic document or framework used in business relationships, particularly in sales and project management. It outlines the steps, timelines, and responsibilities shared between two or more parties (such as a vendor and a client) to achieve a common goal.

A mutual action plan for sales helps ensure alignment between the sales team and the customer, providing a clear outline of what needs to happen for both sides to reach a successful outcome, such as a closed deal or the successful implementation of a solution. 

The MAP typically includes:

1. Key milestones: Specific goals or events that need to be accomplished.
2. Action items: Tasks that each party is responsible for completing.
3. Timelines: Deadlines or timeframes for the completion of tasks or milestones.
4. Roles and responsibilities: Clarification on who is responsible for what actions.
5. Outcomes and KPIs: Metrics or key performance indicators to track progress and success.

The main benefit of a MAP is that it creates transparency and accountability between the parties, reducing the chance of misunderstandings and helping to keep the process on track. It’s often used to build trust, clarify expectations, and provide a mutual understanding of the plan ahead.

Why mutual action plans help close deals faster

MAPs help close deals faster by providing clear structure, transparency, and alignment between the sales team and the customer. Here’s how they contribute to speeding up the process:

1. Clear expectations: A MAP defines the responsibilities and expectations for both parties, reducing ambiguity. When both the sales team and the customer know exactly what needs to be done, it minimizes delays caused by misunderstandings or miscommunication.
   
   
2. Accountability: A MAP holds the sales team and the customer accountable by outlining who is responsible for what actions. This ensures that everyone stays on track, and tasks are completed on time, which prevents bottlenecks and accelerates progress.
   
   
3. Focused milestones: MAPs break down the sales process into manageable milestones, with each step being a small, actionable goal. This focus on clear milestones helps both parties move systematically toward closing the deal without getting sidetracked or overwhelmed by larger, undefined goals.
   
   
4. Transparency: The clear timeline and steps outlined in a MAP provide visibility into the process. Both parties can track progress and understand where they are in the decision-making or implementation journey. This transparency builds trust and helps identify potential issues early, so they can be resolved quickly.
   
   
5. Joint ownership: With a MAP, the customer feels involved in the process, not just as a passive recipient of a sales pitch. They have a stake in completing the steps outlined in the plan, which increases engagement and commitment to moving forward.
   
   
6. Proactive problem solving: Since a MAP outlines potential challenges and obstacles in advance, both parties can address issues before they become deal-breakers. This proactive approach to problem-solving prevents delays and keeps the momentum going.
   
   
7. Improved communication: By formalizing the process with a MAP, communication between the sales team and the customer becomes more focused and purposeful. With regular check-ins and updates tied to the MAP's milestones, both parties are constantly aligned and informed, reducing the chances of miscommunication.
   
   

When should you introduce a mutual action plan in the sales process?

A MAP should be introduced at a strategic point in the sales process, ideally after you’ve had a meaningful conversation with the prospect and have a good understanding of their needs, goals, and timeline. Here’s when and how to introduce a MAP:

​​1. After discovery or qualification

Once you’ve qualified the prospect and understand their pain points, objectives, and budget, it's a good time to introduce a MAP. At this stage, you and the customer should be aligned on the high-level goals and the challenges they face. This allows you to create a MAP tailored to their needs and priorities.

Why: You need enough information about the prospect’s situation to create a MAP that is realistic and relevant to their needs. Introducing it too early might feel premature and lack specificity.

2. During the solution presentation

After presenting your solution (product, service, or proposal), you can use the MAP to show the customer how both parties will work together to move forward. The MAP helps frame the next steps and makes the sales process feel like a partnership rather than a transaction.

Why: After the presentation, you’ve likely addressed the prospect's pain points, and they’ll have a clearer picture of how your solution fits. This is the ideal time to introduce the MAP because it allows you to frame the deal as a collaborative effort to achieve mutual success.

3. When the customer is ready to proceed

If the customer shows interest or intent to move forward with the solution, but there are still a few steps or decisions left, a MAP will help turn that intent into action. This stage usually follows after overcoming key objections or concerns and after the solution has been validated.

Why: The MAP provides structure and clarity, showing the customer a well-defined path to success, which can reinforce their commitment to moving forward.

4. After a clear timeline is established

The MAP can be used to outline the steps needed to meet the deadlines defined by the customer’s desired timeline for solution implementation.

Why: Once a timeline has been discussed, the MAP can formalize that timeline with specific actions, deadlines, and responsibilities, ensuring that both parties are aligned on the path to closing the deal.

5. When you need to align multiple stakeholders

If your prospect involves multiple decision-makers or teams, introducing a MAP can be seen more as a mutual success plan. It clarifies the process, expectations, and deadlines, keeping all stakeholders on the same page and moving toward the same goal. If you’re conducting quarterly business reviews (QBRs) with your customer, that’s a good time to bring in the MAP. 

Why: A MAP ensures that all parties involved are aware of their roles, responsibilities, and the steps required to close the deal.

Key steps to building an effective mutual action plan

Building an effective MAP requires careful planning, clear communication, and collaboration between the sales team and the customer. The goal is to create a roadmap that aligns both parties and ensures smooth progress toward closing the deal. Here are the key steps to building an effective MAP:

1. Understand the customer’s goals and needs

Action: Before creating the MAP, you need a clear understanding of your customer’s goals, challenges, and what they aim to achieve by purchasing your product or service.

Why: The MAP should be designed around solving the customer’s specific pain points and achieving their desired outcomes, so this insight is crucial for building relevance and buy-in.

2. Define the key milestones and objectives

Action: Break down the entire process into key milestones and objectives that both parties need to accomplish. These could include things like contract review, solution demos, procurement, approvals, implementation stages, or final decision points.

Why: Clear milestones give both the customer and the sales team a sense of direction and purpose, allowing them to track progress and stay focused on the big picture.

3. Outline action items for both parties

Action: List specific tasks or actions that both the customer and the sales team must complete to move forward. This can include things like:

• Customer completing a trial or evaluation
• Sales team provides additional product demos or answers questions
• Procurement team reviewing and approving contract

Why: Both sides need to know their responsibilities, and this mutual accountability ensures there are no missed steps or delays in the process.

4. Set realistic timelines

Action: Establish a clear, realistic timeline for each milestone and action item. Include deadlines for when tasks need to be completed and when key decisions should be made.

Why: Having a well-defined timeline keeps everyone accountable, sets expectations, and ensures that both sides remain aligned on when things need to happen. It also helps identify potential bottlenecks early.

5. Build in regular check-ins and updates

Action: Set up regular check-ins and status updates to ensure the process progresses according to the plan. Use Mural’s team standup template to keep updates easily trackable and all in one place. 

Why: Frequent communication keeps both sides engaged and allows you to identify any potential roadblocks early on. It also provides an opportunity to address issues before they become deal-breakers.

6. Anticipate potential obstacles

Action: Proactively identify potential challenges or risks during the process, such as budget constraints, competing priorities, or internal delays. Then, include contingency plans for how to address these obstacles.

Why: By anticipating roadblocks, you can minimize the likelihood of delays and ensure that both parties have a plan to deal with unexpected issues.

7. Review and adjust as needed

Action: Once the MAP is in place, regularly review its progress with the stakeholders, like during a QBR, and adjust if circumstances change. This could be due to delays, new information, or changing customer needs.

Why: Flexibility is key to maintaining momentum. Regularly reviewing and adjusting the MAP keeps it relevant and aligned with the customer’s evolving needs and goals.

Best Practices for making mutual action plans more effective

To make MAPs more effective, it’s important to apply best practices that enhance clarity, collaboration, and execution. Here are some best practices to ensure your MAP delivers maximum value and helps you close deals faster:

• Be specific and actionable: Clearly define each action item and milestone with specific tasks and deadlines, so both parties know exactly what needs to be done.
• Align with customer priorities: Tailor the MAP to the customer’s specific needs and goals, ensuring it addresses what matters most to them.
• Set realistic timelines: Establish achievable deadlines for each action item and milestone, considering potential delays and customer constraints.
• Establish clear ownership and accountability: Clearly define who is responsible for each task to ensure both parties stay accountable and focused.
• Create transparency with visuals: Use visual tools (like Gantt charts or timelines) to make the MAP easy to follow and track progress.
• Involve key stakeholders early: Identify and involve all relevant decision-makers and influencers from the start to prevent bottlenecks later.
• Review and adjust regularly: Build in regular check-ins and adjust the plan as needed to keep things on track and address any emerging issues.

Common challenges in mutual action plans and how to overcome them

Here are some common challenges in MAPs and strategies for overcoming them:

1. Lack of clarity and specificity

Challenge: Vague action items or unclear responsibilities can lead to confusion and delays.

Solution: Use Mural’s visual collaboration platform to break down tasks and create clear, actionable steps. By mapping out each milestone with specific deadlines and responsible parties, you can ensure both sides understand what needs to be done.

2. Misaligned expectations

Challenge: Differences between what the customer expects and what the sales team delivers can cause frustration and slow progress.

Solution: Collaborate with the customer in Mural to visually align on goals, priorities, and timelines early on. This interactive space allows both teams to stay in sync and adjust the plan together as needed.

3. Unrealistic timelines

Challenge: Setting overly ambitious timelines can lead to missed deadlines and frustrations.

Solution: In Mural, use a visual timeline or Gantt chart to set realistic deadlines based on the customer’s internal processes. The visual nature of Mural makes it easy to adjust timelines and track progress, so all parties can stay aligned.

4. Lack of follow-through

Challenge: Either the sales team or the customer fails to follow through on their responsibilities, causing delays.

Solution: Mural’s collaborative workspace allows for easy progress tracking and task assignment. Regularly update the MAP in Mural to hold both sides accountable with visual progress indicators and check-ins.

5. Changing customer priorities or requirements

Challenge: It happens. Customers change their priorities, needs, or timelines during the sales process, causing disruption.

Solution: Mural’s flexibility allows you to quickly adjust the MAP as customer priorities shift. With Mural’s many integrations, can update tasks, timelines, and responsibilities all in one place, keeping the MAP dynamic and responsive to change.

6. Overcomplicating the MAP

Challenge: A MAP that is too complex or detailed may overwhelm the customer or slow down progress.

Solution: Keep the MAP simple and focused by using Mural’s visual templates. Avoid overloading the plan with unnecessary details and stick to the most important milestones and tasks.

7. Lack of engagement or buy-in

Challenge: The customer may not feel fully invested in the MAP, leading to disengagement or delays in completing tasks.

Solution: Involve the customer early by co-creating the MAP in Mural. The collaborative platform allows the customer to actively participate in the creation process, making them feel more engaged and invested in the plan’s success.

8. Overlooking potential obstacles

Challenge: Not anticipating obstacles, such as budget approval delays or internal team changes, can derail the plan.

Solution: Use one Mural’s brainstorming templates or Challenge wheel template to identify potential risks or roadblocks. By mapping out contingencies visually, you can proactively address obstacles and ensure both parties are prepared for potential challenges.

9. Lack of transparency

Challenge: If either party is not fully transparent about progress or challenges, the MAP can lose effectiveness.

Solution: Mural fosters open communication by allowing real-time updates and visibility into progress. Both teams can share updates and adjustments directly in the MAP, promoting transparency and ongoing collaboration.

Enhancing MAPs with Mural for faster, more effective deal closures

A well-crafted MAP is essential for creating alignment, enhancing communication, and accelerating the sales process. 

By following the key steps outlined — understanding the customer's goals, defining clear milestones, and fostering collaboration — sales teams can ensure that both sides stay on track and move toward closing the deal with transparency and accountability. 

Mural further enhances the process by providing a dynamic, visual space for tracking progress and adjusting as needed. With the right approach and a strategic MAP in place, you can build stronger relationships with your customers, reduce bottlenecks, and close deals faster.

Contact us for a demo to deliver clear and effective mutual action plans.

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