Mutual Action Plan Template

Align goals and outcomes with our practical Mutual Action Plan Template – prepare a collaborative, clear, and effective roadmap for your clients.

About this template

Align your sales team and prospects with our Mutual Action Plan Template. This interactive template fosters collaboration, setting shared goals, milestones, and commitments to ensure a successful partnership and faster deal closures.

What's included?

  • Executive summary
  • Project overview
  • Success criteria
  • Timing & milestones
  • Demo recordings
  • Summary of previous calls
  • Customer testimonial
  • Case studies

About the author

Tania Clarke, Head of Product Marketing

Tania Clarke|Head of Product Marketing

Tania heads up product marketing at Qwilr – looking after positioning, sales enablement, competitor intelligence and more. Tania brings experience from former roles at high growth startups like Atlassian and Safety Culture.

B2B purchases are complex, and it’s difficult for buyers to navigate all the steps required and effectively champion your solution internally. That’s why deals need collaboration, and mutual action plans are a great way to help navigate what could be a potentially complex sales process with competing priorities and challenging stakeholder groups.

Many sales teams still use spreadsheets for this today, but at Qwilr we advocate for creating experiences that impress the buyer at every stage of the sales process. By developing your mutual action plan as a Qwilr document, your buyer can interact and revisit the same link over and over and see a history of what you’ve discussed without needing to find an email and attachment, or worse, be working off of an outdated file.

Creating a buyer-centric Mutual Action Plan in an interactive format will position you and your team members as collaborative and superior strategic partners. This will give you a leg up on the competition and help you to close, and expand deals, more quickly.

Header Section

This is where you make your first impression. Consider a bold image that represents your buyer’s brand or sets the tone for what working with you could look like.

Executive Summary

This section summarizes your proposal at a high level so that any senior leaders who may not be involved in the day-to-day of working through the deal can understand the proposed solution and how it will benefit their organization. You may want to include a summary of the project roadmap, any key dates, and the success criteria for the engagement.

Since you’ll be working with the buyer committee to create this engagement, they will be able to help you craft this section in a way that will help get any needed buy-in from leaders outside of the core team.

Project Overview

In this section, you’ll co-create with your buyer a short summary of the project. Think of it as the mission statement for your work together. It should be significantly shorter than the executive summary and easy to remember. This will help keep the most important project goals and deliverables top of mind for everyone.

Success Criteria

Here you and your client will detail how you define success. You should work together to come up with a few key metrics or outcomes so everyone is on the same page about how you will measure and report on progress.

Timing (key dates and milestones)

This is where good project management will come into play. Your team should map out the timing for the project and key deliverables/milestones. You can make this visually appealing by creating a timeline or Gantt chart with all of the due dates along the way. With Qwilr, you may wish to add this in as an embedded spreadsheet.

Demo recording and any previous calls

Use this section to house your demo call and any calls you have with your buyers about your mutual action plan and the project. This way, you and your buying team have everything in one place, and you won’t need to go looking for a recording or have to try to remember what was discussed on a previous call.

Your Investment

Your investment section will show how much and when your customer will pay for the services outlined in the mutual action plan. Since a mutual action plan is a joint partnership with the buying team, it might make sense to also outline any investments your company is going to make into the project.

This could include the use of certain software, a dedicated team, or any value adds that you might be able to provide to show your team’s commitment to the overall success of the project and help your customer to see a return on their investment (ROI).

ROI Calculator

This section shows your buyer how much (and when) they can expect to see ROI from the engagement laid out in your mutual action plan. You’ll put in variables like the amount of money or hours saved per employee per timeframe (or whatever your plan will help with). This allows the client to see how their investment is returned and when.

Sample Terms & Conditions

Since we all know that procurement can be a huge roadblock when it comes to b2b sales, having your terms and conditions housed in your mutual action plan template can save you a lot of time and help streamline the process.

Ask your client to share the terms and conditions with their procurement or legal teams earlier in the process so you can address any concerns or objections and accelerate the close date for your contract.


When your client is ready to accept your proposal/the contents of the mutual action plan, Qwilr makes it easy to do with esignature and embedded payment options.

About Us

Use this section to tell your story. Since the mutual action plan is a collaborative process, your buying team should know you pretty well by the end of the process of creating the plan. That said, in b2b sales there may be some other stakeholders involved in giving the final green light.

Senior team members, or stakeholders outside the direct buying committee, may not have the opportunity to get to know you and your team as part of the deal process. That’s why we’ve included a section in our template to talk about the company, the key personnel, and anything else you may want to highlight.

We’ve made our template easy to use and scale so you can create multiple mutual action plans as you need to. You can:

  • Collaborate with buyers and guide them through the process with a mutual plan
  • Create a consistent process for every sales rep to follow that promotes a great buyer experience
  • Sales leaders and reps can track buyer engagement with real-time analytics – find out when a stakeholder shares your assets internally or when they may be going cold 
  • Create Mutual Action Plans directly from Salesforce, Hubspot and other popular CRMs – streamline the creation process by automatically pulling CRM data directly into your MAPs
  • Establish trust with buyers by keeping everyone aligned around key milestones and dates
  • Organize the buying committee in one single location that’s always kept up to date
  • Communicate your value proposition with customer case studies, explainers, videos, and more.

A tool packed with features

Brand control

Establish your brand settings once and automatically apply to every piece of collateral.


Collect payments instantly from customers with Stripe or direct to your own payment system.

Security & GDPR

Add security features like password protection and link expiry to protect sensitive content.

Embedded content

Add Calendly links, videos, surveys, Looms, GIFs and more to every page.


Get deals signed on the spot with built-in e-signing ability.

Asset library

Create a library of reusable content for sales reps.

ROI calculator

Showcase your value with an interactive ROI calculator embedded in your Qwilr pages.

Team management

Set up permissions so your team accesses only what they need.

Interactive pricing

Empower buyers with interactive pricing plans and quotes.

Templates for every use case

Explore templates for sales, marketing, customer success, sales enablement and more.

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Frequently asked questions

When using a Mutual Action Plan in your sales process, you and your buying team should be meeting regularly to collaborate and move the plan forward. There should be takeaways after each meeting for both sides. These should be captured in your plan and timeline to ensure the deal is moving forward.

To ensure that your plan is moving forward at a good pace, it is important to keep your buying team engaged. They may not have the same urgency to get the deal done as you do. This is why ROI calculations are so critical – to create a shared sense of urgency. The sooner the deal is done, and the project is underway, the sooner the clients will start to see a return on their investment.

Having a template will help you create your mutual action plan more quickly. If you work in a larger organization and have more than one deal active at a time, the template will help you quickly craft a plan that will delight your customer every step of the journey – plus, with Qwilr you can automate this process but pulling in CRM record information directly into your Mutual Action Plans.

Because a mutual action plan is a joint effort between buyers and sellers, regular touchpoints should happen during the process. Depending on your timeline and needs, you may want to meet with your buying team weekly to check in, share information and ensure the milestones along the timeline are being met.

As a bonus, when you set up regular meetings for updates and communication, you can save yourself from all those follow up emails we all hate – the ones that say things like “just checking in” or “what’s the status on XYZ” – since this is all part of your joint plan!

You’ll need to engage everyone on the buying team when creating your mutual action plan. This is especially true in a large organization with complex deals. According to research conducted by Gartner, “The typical buying group for a complex B2B solution involves six to 10 decision makers‚ each armed with four or five pieces of information they’ve gathered independently and must deconflict with the group.”

As the champion leading the deal, it is important that you know who everyone on the buying team is and create a plan to engage with all of them throughout the process to build consensus. You may have a smaller core team that you work with more frequently, but you should connect with broader stakeholders through the sales process to build alignment and ensure successful implementation post closing the deal.

You should start your mutual action plan during your discovery or demo call. This initial call will help you uncover customer priorities, so you can start to build the plan. The action items and next steps you take away from that call will become the first steps in building out your mutual action plan together.

At Qwilr, we’ve created templates that are designed to help you achieve success. Our template was thoughtfully created to impress buyers and drive your deals forward. The template is easy to use and customize and is visually impressive. It can be updated in real-time so that both the sales team and the buying team have access to all documents, call recordings, and the ROI calculator by clicking a link instead of digging through emails or looking at out-of-date spreadsheets.

Like what you see here? Qwilr has templates for Gap Selling, Enterprise Sales, Customer Onboarding, and much more! Sign up today for a 14 Day free trial and see what Qwilr can do for your sales organization!