This is how to make the best Mutual Action Plan
...because “next steps” isn’t a plan
Everyone agrees on next steps.
Then the call ends. Then the follow-up gets sent. Then… nothing happens.
In this week's Good Sales Stuff - we're covering how to make the best Mutual Action Plan.
Why most MAPs fail
They fail because they’re treated like admin.
They show up:
- Too late
- Too generic
- Owned by the seller only
- Forgotten the second the meeting ends
At that point, it’s not a plan, it’s just a polite suggestion.
A good Mutual Action Plan does one thing really well. It replaces chasing with clarity.
Rule 1: Build the plan with the buyer, not for them
If the buyer didn’t help shape it, they won’t use it.
The best MAPs are co-created. (It's called a MUTUAL Action Plan for a reason)
- What needs to happen
- Who owns each step
- What “done” actually looks like
When buyers can see the path, they don’t wait to be nudged. They help move the deal forward themselves.
Rule 2: Keep it visible between meetings
Deals don’t stall because people forget what was said. They stall because progress isn’t visible.
If the plan only lives in:
- A follow-up email
- A CRM field
- Someone’s notes
It disappears the moment attention shifts.
A strong MAP stays visible even when no one is on a call.
Rule 3: Treat momentum as something you design
Momentum isn’t magic. It’s engineered.
Good MAPs:
- Show progress clearly
- Make blockers obvious
- Create movement without another meeting
When updates are easy to make and easy to see, deals keep moving even when calendars don’t line up.
Rule 4: Make handover invisible to the buyer
This is where most deals quietly lose a little trust.
Sales closes, customer Success joins and suddenly the buyer is explaining everything again.
The best Mutual Action Plans don’t reset at close. They carry straight through.
Customer Success can see:
- What was agreed
- What’s already been done
- What outcomes matter most to the buyer
No re-explaining, no broken expectations, just one continuous journey from deal to delivery.
Rule 5: Let the plan evolve after close
A Mutual Action Plan shouldn’t stop at signature.
Customer Success can:
- Extend the plan for onboarding
- Add milestones for rollout or adoption
- Track progress without constant check-ins
For the buyer, it feels like progress never paused. For the team, it means less friction and far fewer “where are we at?” moments.
Rule 6: If it feels heavy, it’s wrong
A good MAP should feel light.
It’s not a contract, it’s not a project plan, it's simply a shared view of progress.
If maintaining it feels like work, it won’t get used. If updating it takes seconds, it will.
The takeaway
Mutual Action Plans aren’t about control, they’re about making progress obvious. When Sales and Customer Success work from the same plan, deals don’t just close. They carry forward properly.
P.S. Take a peek at our Mutual Action Plan update 👀
Mutual Action Plans in trumpet just got a major upgrade.
What’s new:
- A new snapshot progress tracker that maps the full plan journey at a glance, so everyone knows where things stand
- Switch to a new calendar view to see progress and responsibilities by date
- Automatic warnings and flags at the top of the MAP to show what's outstanding or due - at a glance
- Bulk editing and drag-and-drop functionality to update faster as plans evolve
- Add agendas, notes and auto-reminders to each step to keep momentum between meetings
- Advanced filters and searches to find your responsibilities super quickly
- A new Mutual Action Plan dashboard to see all your MAPs, spot overdue steps, and focus on what needs attention.
Fewer follow-ups, less context switching, and deals that keep moving even when meetings stop.
For all things Digital Sales Rooms, book a quick call with our awesome Account Executives:
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