Staying in sync with your champion can be a challenge.

Now add 5+ additional stakeholders and a web of email threads... Enter chaos.

Deadlines get missed, priorities get jumbled, and key information falls through the cracks. This is where Mutual Action Plan (MAPs) come in.

By providing a structured framework, MAPs help align all parties involved, streamline communication, and ensure that everyone is on the same page throughout the sales process.

You might also know them as mutual success plans, go-live plans, joint engagement plans, or joint execution plans.

In this blog, we’ll dive into what Mutual Action Plans are, why they’re essential for successful sales engagements, and how to effectively implement them to drive your deals forward 👇

9 tips to create and start using Mutual Action Plans

Just keep it mutual

A mutual action plan is much more than just a shared schedule ❌

It’s not about creating a list of tasks or milestones for the buyer to complete.

The buyer needs to be involved right from the start ✅

Bring them on board as soon as you’re ready to create the document. You can’t simply hand over a pre-written schedule and expect them to feel committed to it!

Focus on the 'results'

Write the mutual action plan in terms of the results and outcomes the customer will experience.

It should be positive and rewards-oriented. There’s a lot for both sides to get done in any deal – tasks to complete, milestones to reach, approvals and reviews to get through, etc.

That can get overwhelming!

One of your MAP’s core goals is to reduce feelings of overwhelm and fatigue and help maintain momentum.

This is why you should frame the document around the core benefits they’ll experience as a result of making it through the sale.

It transforms the plan from a collaborative project agenda into an actionable customer success document!

Plan from the launch date

It’s all about the launch.

This date is what your mutual action plan should be developed around. Schedule out the MAP activities based on how long it will take to get to the launch and include that information in the document.

The action plan should detail the time estimations and deadlines for every task, objective, milestone, or other requirements.

This will keep the plan goal-oriented, action-driven, and focused on the end result. The customer should get the sense that it’s pulling them towards the desired outcome.

Tie the mutual action plan to the buyer’s schedule

Mutual action plans should be based on and linked to things or events that are critical to your buyer – ones that they already prioritise and consider to be important.

The onboarding, launch, and value experience (we’ll get to this) are the most critical dates for you to tie to the buyer’s other initiatives and events. Find out what else they have going on. What are their drives, initiatives, and KPIs? What does the leadership care about and what are they working towards?

A mutual action plan is a living document

We already recommended scheduling everything out with estimated timelines and deadlines included. However, that doesn’t mean it’s set in stone. This action plan has to stay fluid so it can adjust to your sales journey.

Your MAP has to be kept current and up to date at all times. It’s going to be filled out throughout the mutual sales journey.

This means it has to be shared with and accessible to all involved stakeholders. It should be easy for them to make edits, updates, and corrections whenever they need to.

Focus on roles before individuals

Mutual action plans are used in deals that involve multiple stakeholders, decision-makers, and influencers. Some buying decisions involve individuals who only have a tangential connection.

You probably won’t know who those people are at the beginning of the sales cycle. That doesn’t mean you should delay creating the plan or leave them off the document.

The best way to get around this is to focus on the roles that will be involved – rather than any specific individuals. This strategy will help you fill in the initial draft and get things rolling.

You will end up with a clear picture of the customer’s organisational hierarchy and better sales insight. 

Distribute the plan and track your progress

Mutual action plans are meant to be shared with as many people as necessary. Anyone involved in sales or buying should have access to it – whether they’re a major stakeholder or not.

This keeps everyone on board and working together smoothly.

Show them what it costs to fail

There are always consequences for failing to meet deadlines or not moving forwards in time. It can mean continued delays, rescheduling stakeholder tasks, missing a launch, pushing back onboarding, etc.

Your action plan is the perfect place to show everyone how far off track things are getting, who is responsible, and what the consequences are.

It should at least show the objectives that were missed, the stakeholders responsible, and the expected delay in terms of days.

This helps stakeholders keep track of how well things are going and incentivises them to meet their obligations.

End with a value experience

Your mutual action plan should close things out with an experience of the value they get – or their customer success outcome.

That’s what you’re ultimately leading the buyer towards. Use your MAP to continually remind them of this.

Pick an estimated date for when the buyer should experience a return on their investment. When will your product first give them an actual pay out? What defines customer success and when will they have their first real taste of this?

This date comes after the deal is done and the onboarding process is complete. Your sales team may not have much to do with it, but it’s still important to direct the final focus onto the customer’s success.

Wow buyers with interactive mutual action plans

Think selling is stressful these days? Try being a B2B buyer who has to work through masses of information, coordinate with several buying council members, find out what meets their requirements, and get things done within a limited timeframe.

It’s bad out there for them. Your buyers are stressed out and ready to welcome your help in getting through the sales process.

The easier you can make things for them, the better your chances of successfully winning the deal and achieving customer success.

Sophie Ellis, Account Executive at Lunio has been using trumpet mutual action plans as a living document that exists between her, and her buying team, making it easier to align on goals and maintain complete transparency throughout the sales cycle.

“During every call, I always share the mutual action plan by saying, "I've created this. Does it look reasonable for the time that we're working towards? Is there anything else we need to add?" This way, we can collaborate on defining clear next steps.”

You can create, send, and manage mutual action plans with trumpet. trumpet’s a buyer enablement tool designed to help make selling easier, and give sellers a leg up over their competition by sending smart, personalised, and trackable digital sales rooms.

It’s a high-level tool for handling multiple stakeholder sales deals with efficiency, clarity, and ease.