MAP Template Builder

Hands up if your sales process is in your head.

That’s ok, but it’s a lot easier to share when it’s on paper… especially the bits where you need buy-in from customers.

So Alice Heiman and DealPoint put our collective best thinking into this 7 step template builder for your team’s very own Mutual Action Plan.

This is a hands-on doc. Print it out, fill it in, and bang, your team has a MAP template to deliver value from the first meeting, close on schedule and ensure a smooth handover.


  1. Value to Customer
  2. Key Milestones
  3. Key Stakeholder Roles
  4. Compelling Events
  5. Sharing Strategy
  6. Roll-Up Reporting
  7. Put It All Together


1. Value to Customer (20-30 words)



Customer impact should drive your entire MAP and will help the Customer understand why your project needs to be a top priority.

Spell out the value that your Customer will receive from working with your company.

Your Reps will need to customize this statement for each sales opportunity, but you can provide a starting point in this template.

It’s OK to have different value statements for different stakeholders.



2. Key Milestones (8 MAX)


A clear path to success reduces Customer risk, boosts Rep credibility and makes life harder for competitors.

List the steps the Buyer & the Seller need to take from today to achieve Customer value.

Break that journey out into 6-8 milestones… any more than that and you’ll overwhelm your Buyer (it’s fine to add substeps later).

Contract should be at the midpoint of the journey.

Continue through onboarding & implementation, until you’ve hit the point where the Customer is receiving value and you can document the ROI received by the Buyer.


On that last milestone, make sure the Rep is asking for a case study or a referral.




3. Key Stakeholder Roles


Discussing Roles / Titles for each milestone guides discovery and ensures the right people are involved.

Identify the expected roles (both Buyer & Seller) of the key stakeholders. Put the number of the milestones you think they will impact next to their name or title.

You won’t know every Buyer role for every deal, but this is a good starting point for your Reps to use during discovery.


Compare stakeholder titles from Won deals and who was missing from Lost deals as a baseline for which titles are truly required. Think about the role each title played.




4. Compelling Events (2-3 TYPICAL DRIVERS)


Most successful deals have a clear customer-initiated event or initiative driving customer urgency.

List 2-3 common compelling events driving past successful deals.

These should be typical events seen in other deals that Reps can use to kick-start a conversation about their current Customer’s priorities.



5. Sharing Strategy (CRITERIA & TIMING)


A specific sharing strategy ensures Buyers engage with your plan and keeps everyone accountable.

Identify which deals merit a MAP (considering not just Sales, but Customer Success as well) and the best moment to share the MAP with the Buyer.


Mid to late discovery or at Verbal are two of the most common, with many teams showing the stock template as a “typical implementation” then asking if the prospect would like to see a customized version.



6. Roll-Up Reporting (STRATEGY & TECHNOLOGY)


MAP data can replace Rep “gut feelings” in a forecast, but only if the data is available systematically.

Consider using the MAP to drive Rep deal reviews and plan for how to get MAP status details into your CRM so you use trends in aggregate MAP data to inform your forecast.

You’ll need a strategy for using MAPs that scale: 30 Reps with 30 open MAPs is 900 plans to track, and many Reps will rebel if asked to copy status into the CRM.



7. CONCLUSION Put it all together

Take the 7-steps above and put them into a template that your teams can quickly spin up for each new opportunity.

Decide the best format. Word looks better, spreadsheets are easier to edit dates, specialized tools like DealPoint offer the best of all worlds.

Define the template’s timeline by adding up each Milestone’s typical duration, then it’s ready for the Rep to add real calendar dates.

Implement technology or manual processes to push MAP data to a CRM. Start small and test this out with 5 MAPs.

Host a lunch n’ learn to show your Reps how aligning with the Customer in a mutual action plan will result in more wins for them.

Launch your MAP strategy and enjoy the most reliable forecast, the most consistently qualified deals, and the happiest, most aligned Customers in your industry.

Teams that use DealPoint close more deals, have a super accurate forecast and enjoy all the benefits of mutual trust & transparency between buying team and selling team.

So what do you want your next quarter to look like? Let’s talk.