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.

Mutual Action Plan Template

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.

In the intricate landscape of B2B purchases, navigating the multifaceted steps and effectively championing your solution internally can be daunting for buyers. That's where collaboration becomes paramount, and mutual action plans emerge as invaluable tools. These plans help streamline what could otherwise be a complex sales process, riddled with competing priorities and challenging stakeholder groups.

Custom proposal software plays a pivotal role in facilitating this collaboration. By providing tailored solutions and customizable features, it empowers sales teams to create dynamic action plans that resonate with each client's unique needs and challenges. This not only fosters transparency and alignment but also enhances the overall effectiveness of the sales process, ultimately leading to more successful outcomes and stronger client relationships.

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see a history of what you’ve discussed without needing to find an email and attachment, or worse, be working off of an outdated file.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

First impressions matter. Use an impactful image that embodies your buyer’s brand or encapsulates what your partnership might encompass.

Executive Summary

Here, present a high-level summary of your proposal for senior leaders not involved in daily operations. Include a project roadmap, key dates, and engagement success criteria. Your buyer committee will assist you in crafting this section for maximum leader buy-in.

Project Overview

Co-create a succinct summary of the project with your buyer, akin to a mission statement. This should be substantially shorter than the executive summary and easily memorable to keep project goals and deliverables at the forefront.

Success Criteria

Together with your client, define success. Collaborate on identifying key metrics or outcomes to align everyone on progress measurement and reporting.

Timing (Key Dates and Milestones)

Effective project management shines here. Map out the project timeline and key deliverables/milestones, perhaps through a timeline or Gantt chart. Qwilr allows you to embed a spreadsheet for this purpose.

Demo Recording and Previous Calls

House your demo call and any project or mutual action plan discussions here for easy access to all involved, eliminating the need to hunt for recordings or recall past conversations.

Your Investment

Detail the financial and other contributions of your client for the services outlined in the mutual action plan.

ROI Calculator

Present a clear picture of the expected return on investment (ROI) from the engagement. Input variables like money or hours saved per employee per timeframe, allowing the client to visualize their investment returns and when.

Sample Terms & Conditions

To prevent procurement delays in b2b sales, house your terms and conditions in your mutual action plan template. Advise your client to share these with their procurement or legal teams early on to address concerns and expedite the contract's closure.


Qwilr's eSignature and embedded payment options simplify proposal acceptance when your client is ready.

About Us

Narrate your story. While the mutual action plan is collaborative, there may be stakeholders outside the direct buying committee or senior team members who may not have had the chance to know you and your team.

Here's a quick video overview of how to get started with this template:

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.

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!