Mutual Action Planning: In-Depth Guide for Sales and CS Teams

The length of a typical B2B buying journey has more than doubled in the past 9 years. Based on our own research on buyer-seller relationships, the average sales process now takes over 6 months and involves more than 5 stakeholders.

When the processes are getting longer, and the number of people involved is ever-increasing, it’s important to have systems in place to ensure everyone is focused and remove any unnecessary friction.

This is where mutual action plans come into play as a single source of truth for the buying process.

A well-constructed, effective mutual action plan can help you manage whatever process you have at hand a lot more efficiently and save you significant time.

In this post, we’ll talk about all the ways mutual action plans can help you at every step of the buyer’s journey, share tips to implement them effectively (including a free mutual action plan template you can steal), and explore the leading mutual action planning software options out there.

Introduction to mutual action plans

Before we dive into the templates and software comparison, it’s important to clarify the very basics. Let’s start at the beginning and define a “mutual action plan” as a concept within sales and CS processes.

What are mutual action plans?

Mutual action plan is a framework that you collaboratively work on with multiple stakeholders to manage sales deals and complex contract negotiations, onboard new customers, or work out partnership agreements.

It includes outlining and reaching a consensus between a sales rep and the B2B buyers on the specific action items, responsibilities, timelines, and milestones to achieve a common end goal.

Some of the questions that you should aim for your mutual action plans to answer are:

• What needs to happen (i.e., your success criteria)?
• Who will be involved and what will they be responsible for?
• What is the timeline?

Why are mutual action plans important?

Mutual action plans help you drive your processes forward a lot more smoothly, saving time & effort, and they create a much more frictionless and pleasant experience overall for B2B buyers and everyone involved.

Here are a few reasons to use mutual action plans:

• Clarity & alignment – Mutual action plans help set accurate expectations of the desired outcome and map out the step-by-step road to achieve it, which eliminates any potential misalignments and disappointments down the line.

• Urgency & accountability – With task owners and deadlines for each step, mutual action plans instill a sense of urgency and accountability and keep multiple stakeholders focused on their responsibilities.

• Less confusion & mistakes – Mutual action plans offer a written map of the entire process and its roadmap that everyone can easily refer back to, which eliminates any confusion or errors.

• Better communication & collaboration – Mutual action plans make it easier to communicate throughout the process and work on it collaboratively when necessary without leaving anyone out of the loop.

• Increased likelihood of success – Mutual action plans eliminate unnecessary friction, ensuring that you see your processes through (and close deals), without distractions, stalls, or any frustration.

Are mutual action plans necessary for building trust with clients in digital sales? Not really, but they definitely help make the whole process more transparent and predictable, so your prospective customers can feel at ease and in control, eliminating any friction.

What are the different types of mutual action plans?

Mutual action plans come in different forms, each tailored to a specific stage of the sales process. From securing commitment to streamlining onboarding, the right MAP keeps both buyers and sellers aligned every step of the way. Let’s explore the key types and how they drive deal success.

1. Mutual evaluation plan helps structure the buyer's decision-making process during the sales cycle. It outlines the steps for product evaluations, proofs of concept (POCs), stakeholder approvals, and any necessary internal discussions. A mutual evaluation plan ensures both parties stay on the same page, reducing delays and increasing the likelihood of a confident purchase decision.

2. Mutual close plan is a structured roadmap that keeps both the buyer and seller aligned on the final steps needed to close a deal. Also known as a Sales Close Plan, it is specifically designed to accelerate the closing stage by outlining key milestones, assigning responsibilities, and addressing potential roadblocks upfront.

A well-crafted sales close plan clearly defines critical steps such as contract negotiations, legal and procurement approvals, and final decision-making. It ensures that both sides know exactly who is responsible for what, reducing friction and preventing last-minute surprises. 

3. Once a deal is signed, a mutual implementation plan ensures a smooth transition from sale to onboarding. It includes timelines for deployment, integration steps, key deliverables, and assigned responsibilities. This type of MAP is especially useful for SaaS or technology companies that need structured onboarding to drive adoption.

4. Mutual success plan is a strategic roadmap that ensures both the customer and the vendor achieve their desired outcomes post-sale. While a sales close plan focuses on getting to the finish line, a customer success plan is about what happens after the contract is signed, aligning both parties on the steps needed to drive long-term success.

This type of mutual action plan typically outlines key objectives, implementation milestones, and success metrics that matter most to the customer. By clearly defining responsibilities, timelines, and potential risks, it creates accountability on both sides and keeps everyone focused on achieving real business value.

Do mutual action plans work?

By clarifying expectations, keeping everyone accountable, reducing misunderstandings, enabling collaboration, and increasing the likelihood of success, mutual action plans can be an essential part of any B2B sales, renewal, or onboarding process.

However, there’s an ongoing discussion about whether they are actually that effective or not. Some people doubt their effectiveness, claiming that “most of the time buyers just ignore them.” 

At the same time, most salespeople see MAPs to be a valuable tool, especially in complex selling processes. For example, there’s a huge discussion under the LinkedIn post by Keith Weightman, with most commenters being pro-MAP. However, it comes with certain challenges, as many struggle to get prospects to also use the mutual action plan.

“I have definitely used MAPs with enterprise deals to keep myself on track and make sure the deal is progressing/I’m not missing anything. But in all the years I have used them, I have never had a buyer update one. It’s just something we review in meetings.” - Krysten Conner

So, at the end of the day, it all boils down to how you introduce a mutual action plan to your buyers, which we will discuss in more detail below. Before that, let’s talk about building mutual action plans from the ground up.

How to build a mutual action plan?

One of the most common misconceptions about a mutual action plan is that it’s just a list of tasks. To build an effective MAP, you need a structured approach that ensures that all stakeholders stay engaged, the deal moves forward efficiently, and long-term value is delivered. 

Still find yourself asking: ‘What should I include in a mutual action plan?’ Elizabeth Italiano suggests using the PART framework:

1. Problems

Start by documenting the key challenges each stakeholder faces. What pain points are driving this initiative? How do these challenges impact the business and individual roles? And most importantly, what are the consequences of doing nothing? Addressing these questions ensures the MAP is rooted in solving real problems, making it a valuable tool rather than just a project tracker.

2. Actions

Once challenges are defined, break the plan down into clear, actionable steps. Assign ownership for each critical task and set realistic timelines. This keeps both buyer and seller aligned, maintaining deal control and momentum. Clarity in execution prevents delays and ensures all necessary approvals, evaluations, and implementations happen on schedule.

3. Results

To keep the MAP outcome-driven, establish clear success criteria. What does a successful partnership look like? Identify measurable KPIs that connect directly to the business case. This could include adoption rates, revenue impact, cost savings, or operational efficiencies. Setting these benchmarks early helps all stakeholders stay focused on value realization.

4. Triggers

Finally, connect the MAP to the broader business priorities driving the initiative. Identify key deadlines—whether they’re tied to fiscal goals, product launches, or market expansion plans. By aligning the MAP with these critical timeframes, you create urgency and ensure the project stays a priority for all involved.

By following the PART framework, your mutual action plan becomes more than just a task list — it turns into a strategic guide that drives engagement, accountability, and real business impact.

What’s the best way to create a mutual action plan that benefits both my team and the client?

Whether you’re using any frameworks or just trying to wing it, there are a few things to keep in mind. Patrick Trümpi, an expert in buyer collaboration, offers his pro tips on how to create MAPs that are actually used: 

🟢 Keep it simple. The whole point of using a mutual action plan is to make the process easier, so make sure when you create one, it doesn’t become a task in itself. Avoid bloated spreadsheets or overly complex trackers. A simple, intuitive structure increases adoption.

🟢 List every decision needed to realize ROI. Small decisions — procurement approvals, compliance sign-offs, internal buy-ins — are often overlooked but are critical steps in the process. Mapping them out ensures nothing gets stuck.

🟢 Clarify roles and responsibilities early. After the mutual plan is finalized, double-check with everyone to ensure the right people are on board, and understand the part they play in reaching the goals, as well as the responsibilities that fall on them.

🟢 Timing will be your biggest challenge. Fixing a clear timeline is often the hardest part. One approach is to introduce the MAP after defining the prospect’s use cases, such as after a workshop or discovery session, so it feels like a natural next step rather than an extra process.

In addition to that, consider getting some help so you don’t have to start from scratch. Namely, using proven templates or dedicated tools could make creating and using mutual action plans easier:

✅ Use a proven mutual action plan template: Starting from scratch might be intimidating. To make it easier, you can copy and adapt our free mutual action plan template to match your current needs. With clearly defined steps, responsibilities, and timelines, it will help you map out your own process with ease.

✅ Use a mutual action plan software: Handling any project plan effectively could be chaotic without helpful tools to map the process for you. Yet, relying on spreadsheets or popular project management tools for sales or onboarding might come with its limitations. Using dedicated mutual action planning software helps sales teams streamline complex deals, track progress, assign responsibilities, and integrate with CRMs to ensure smooth execution.

How to choose the best mutual action plan software for your team?

While some might find Google Sheets helpful, mutual action plan software can take your process to a whole new level. You can turn a simple checklist into a complete, collaborative mutual action plan with task owners, deadlines, necessary materials, and easy progress tracking. 

But how do you pick the best option on the market? Here are the key factors to consider when selecting the best MAP solution for your business:

1. Integration with your tech stack

The best MAP software should seamlessly integrate with your CRM, email, and other sales tools to ensure smooth data flow and minimize manual updates. Look for solutions that align with your current tech stack for easy adoption and improved efficiency.

2. Customization and flexibility

Your MAP software should be customizable to fit your specific sales process. It should allow you to define milestones, assign responsibilities, and adapt the roadmap to different buyer journeys. Flexible software ensures it works for your team’s unique needs and workflows.

3. AI and automation capabilities

AI-driven features can provide valuable insights, automate follow-ups, and help predict deal outcomes. Look for software that offers AI-powered analytics to track buyer engagement, flag potential roadblocks, and optimize timelines. Automation can also help with task management, ensuring nothing falls through the cracks.

4. Ease of adoption

A great MAP software should be easy for both your sales team and buyers to adopt. Look for software with an intuitive interface that requires minimal training. A user-friendly experience ensures faster onboarding, better engagement, and smoother collaboration between all parties.

5. Extended functionality

In the spirit of the software consolidation trend, using a standalone MAP tool might not be the best choice. It’s best to pick a Digital Sales Room software that provides mutual action planning capabilities along with a centralized hub for all deal-related activities, such as document sharing, progress tracking, and communication. By combining MAPs with DSRs, you ensure greater transparency, smoother communication, and a seamless journey from the initial conversation to the final close.

Flowla stands out as one of the leading mutual action planning software options that integrates AI for enhanced collaboration in 2025. Combining mutual action plans with powerful DSR capabilities, Flowla offers an AI-powered hub for managing deals, automating tasks, and tracking buyer engagement. Its seamless CRM integrations and advanced analytics make it an ideal choice for sales teams looking to optimize collaboration and accelerate deal closure.

Explore Mutual Action Plans in Flowla for free

How can mutual action plan software enhance sales strategies for businesses in 2025?

As revenue teams look to maximize sales efficiency, making the most out of their pipeline, mutual action plan software becomes a popular addition to the modern tech stack. It helps sales teams manage complex deals by keeping all stakeholders aligned and accountable. 

You might be wondering: Can mutual action plans really speed up the sales process? In short, yes. Using mutual action plans can lead to faster time-to-close. By eliminating confusion and proactively addressing roadblocks, deals move forward with fewer stalls and surprises.

But this is just one of the many ways MAP software can improve your sales execution, including:

• Clearer deal progress: A shared workspace keeps track of key milestones, decisions, and next steps, ensuring nothing falls through the cracks.
• More efficient task management: Automates follow-ups, assigns responsibilities, and sets deadlines, reducing the back-and-forth in email threads.
• Stronger buyer engagement: Provides a structured plan that aligns with the buyer’s priorities, making it easier for them to navigate internal approvals.
• Improved cross-team collaboration: Aligns sales, legal, procurement, and customer success teams within a single roadmap, preventing delays.
• Post-sale continuity: Helps transition from sales to onboarding smoothly, ensuring commitments made during the deal process are followed through.

These are some of the advantages of using a sales close plan to improve deal closures in 2025. Now, let’s focus on the practical aspects of implementing mutual action plans in sales and CS.

How do you introduce a mutual action plan?

To introduce a mutual action plan, you should effectively communicate its purpose, benefits, and implementation process to your sales team and your customers. Here’s a 4-step guide to help you.

1. Define the purpose

A great way to start is by articulating why you are proposing a mutual action plan. Emphasize that the plan can enhance collaboration, align efforts, and improve the project’s overall success.

At this stage, defining the action items towards the goal, and presenting a rough outline will not only ensure that your stakeholders know what you have in mind, but your discussions will also be more focused and productive.

2. Explain the benefits

The last thing you want your customers to think when they look at a mutual action plan is seeing it as a laundry list of chores. You need to clearly communicate why using one will help them.

Explain how implementing a mutual action plan will benefit the process and your stakeholders. Highlight its ability to promote clarity, accountability, and coordination among team members. Discuss how it will help in managing resources effectively, mitigating risks, ensuring stakeholder satisfaction, and creating a foundation for customer success.

3. Create the plan collaboratively

Again, the keyword in a mutual action plan is mutual, so ensure that the key stakeholders actively participate in the development of the project plan. This encourages their buy-in and commitment to the plan's objectives.

Additionally, it will help the plan be cohesive and holistic since different perspectives and inputs will ensure nothing is being overlooked or missed.

4. Address questions & concerns

The final step to consider when proposing a joint execution plan is making sure your stakeholders are seen and heard.

Be prepared to listen, and let them ask questions. Address their concerns and provide clarifications. Make sure their specific needs are met to ensure they feel confident and engaged in the sales process.

How do you use a mutual action plan?

Each team, goal, and project will have different requirements for mutual action plans, so the end product will depend on your unique needs.

But here are a few things you need to make sure to include for the desired outcome.

• Assign tasks and responsibilities: Each step in your mutual action plan should have a clear task owner/s. This is crucial for clarity and accountability and ensures your stakeholders take action.
• Set deadlines for each task: Setting clear deadlines (or at least some key dates throughout the sales cycle) will be another step towards clearer expectations, and it will be essential to reach the defined goals within a reasonable timeframe.
• Determine how progress will be tracked and reported: Tracking progress will allow you to understand the process better, and intervene whenever necessary, so make sure you set up mutual action plan software for measuring and reporting. Update the project plan with completed tasks, milestones achieved, or deviations encountered. Keep a record of the progress made to ensure transparency and accountability.
• Regularly review the plan: Plan check-ins with your stakeholders to go over the progress, ensure everyone’s on track, discuss any challenges or roadblocks you or they encounter, and seek their input for a smooth execution of the plan.
• Make adjustments as necessary: Periodically review the mutual action plan to assess if it’s still effective and relevant. Evaluate if the actions you’ve initially decided on are still aligned with the project's goals and objectives. If you identify any necessary revisions or adjustments, communicate them to the relevant stakeholders.

These steps are the backbone of a mutual actual plan. They ensure everyone involved in the project knows their responsibilities and deadlines, and that progress is being made towards the desired end goal.

Start small and begin weaving mutual action plans into your revenue team’s daily workflows. As you do, you'll likely notice how they help you hit your goals faster and make the entire process smoother for everyone involved. Keep an eye on how things are progressing, and fine-tune your approach along the way to ensure you're making the most of MAPs — boosting efficiency, improving collaboration, and delivering better results for both your team and your buyers.

Create your mutual action plan with Flowla

Implementing mutual action plans can transform your B2B processes by clarifying expectations, enhancing collaboration, and increasing the likelihood of success. But to truly maximize their potential, using the right tools is essential. This is where Flowla comes into play.

Why Use Flowla?

• Ease of use: Flowla's user-friendly interface simplifies creating, assigning, and managing tasks and deadlines.
• Real-time collaboration: Stakeholders can easily contribute and adjust plans, ensuring they stay dynamic and responsive.
• Progress tracking: Regular updates and reports (including a Gantt view option) maintain transparency and accountability, helping you address bottlenecks promptly.
• Workflow integration: Flowla integrates smoothly with your existing tools, enhancing your sales, renewal, or onboarding processes.

Ready to enhance your B2B processes? Start using Flowla today to streamline tasks, foster collaboration, and achieve your goals more efficiently.