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Sales Process

Intro to Mutual Action Plans

15 min
Average Score

Matt Doyon

Chief Executive Officer @ Triple Session

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Mutual action plans (MAPs), also known as mutual success plans, have become increasingly popular in the sales industry. This tool has revolutionized the way mid-market and enterprise sellers manage complex deals involving multiple stakeholders.

Mutual action plans are designed to provide structure, foster collaboration, and ensure that all parties are aligned towards a common goal. As sales processes become more intricate and involve more decision-makers, having a mutual action plan can make a significant difference in achieving successful outcomes.

Why Mutual Action Plans Matter

Mutual action plans are essential because:

  • Deals are getting more complex. With more products, services, and solutions in the market, sales processes involve more variables and require careful coordination.
  • More stakeholders are involved. Modern sales often require approval from various departments, such as finance, procurement, IT, and management.
  • There is a need for better organizational skills. Keeping track of all the moving parts in a sales process can be daunting without a clear plan.

Benefits of Mutual Action Plans

Structure and Organization

MAPs provide the structure needed to manage multi-stakeholder deals effectively. They help sellers:

  • Outline steps and milestones. A clear roadmap ensures that all parties know what to expect at each stage of the sales process.
  • Set clear deadlines. Time-bound goals keep the process moving forward and help avoid stagnation.
  • Keep the buyer engaged throughout the process. Regular check-ins and updates ensure that the buyer remains invested in the solution.
Collaboration and Trust

Working with mutual action plans fosters a collaborative environment. This:

  • Positions the salesperson as a project manager. Rather than just selling, the salesperson becomes a partner in solving the buyer's problems.
  • Enhances trust and credibility. A structured approach shows professionalism and reliability.
  • Ensures both buyer and seller are aligned on goals. Clear communication and shared objectives lead to better outcomes.

How to Implement Mutual Action Plans

Start with a Template

Using a customizable template can save you time and ensure consistency. By the end of this course, you should have 80% of the work needed to implement MAPs in your sales process already done. Templates provide a solid foundation and can be tailored to fit the specific needs of each client.

Co-Create the Plan

Collaboration is key. Work with your client to co-create the MAP, ensuring it fits their specific needs and buying motion. This process includes:

  • Identifying key stakeholders. Ensure that all relevant parties are involved from the beginning.
  • Setting realistic milestones. Agree on achievable goals that move the process forward.
  • Establishing clear communication channels. Regular updates and feedback loops keep everyone on the same page.

Common Pitfalls and How to Avoid Them

Seller-Centric vs. Buyer-Centric

A common mistake is being too focused on the seller's needs. A MAP should:

  • Prioritize the buyer's journey. Focus on what the buyer needs to accomplish at each stage.
  • Focus on solving the buyer's problems. Addressing the buyer's pain points builds trust and demonstrates value.
  • Aim for long-term impact rather than just closing the deal. Success is measured by the buyer's satisfaction and the effectiveness of the solution, not just by signing a contract.
Overloading the Buyer

Another pitfall is overwhelming the buyer with too much information or too many tasks at once. To avoid this:

  • Break down the plan into manageable steps. Ensure that each milestone is clear and achievable.
  • Provide support and resources. Offer guidance and assistance to help the buyer complete their tasks.
  • Maintain regular communication. Frequent check-ins help to address any issues or concerns promptly.

Competitive Advantage

In a competitive sales environment, mutual action plans:

  • Differentiate you from competitors. A well-structured MAP demonstrates professionalism and commitment.
  • Position you as a professional project manager. This approach builds credibility and trust with the buyer.
  • Enhance your sales process, making it more efficient and buyer-focused. A MAP ensures that all efforts are aligned towards achieving the buyer's goals.

Real-World Examples

Example 1: Enterprise Software Sales

An enterprise software company used mutual action plans to streamline their sales process. By involving key stakeholders from IT, finance, and operations, they were able to address all concerns upfront. The clear roadmap provided by the MAP helped them close deals faster and with greater customer satisfaction.

Example 2: Mid-Market SaaS Sales

A mid-market SaaS provider implemented MAPs to manage their sales process involving multiple calls and demos. By co-creating the plan with their clients, they ensured that each step was tailored to the client's needs. This approach led to higher conversion rates and stronger client relationships.


Mutual action plans are a game-changer in the sales industry. They provide the necessary structure, foster collaboration, and ultimately improve sales outcomes. By implementing MAPs, you can significantly increase your conversion rates and build stronger relationships with your clients.

Key Takeaways

  • Deals are getting more complex. Organization and structure are crucial.
  • Mutual action plans are collaborative tools. They align buyer and seller goals.
  • MAPs provide a competitive advantage. They differentiate you from competitors and enhance trust.
  • Focus on the buyer's journey. Prioritize long-term impact and solving the buyer's problems.

By following these guidelines and incorporating mutual action plans into your sales process, you can enhance your effectiveness and stand out in a competitive market. Start using MAPs today to see a transformative impact on your sales performance.

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