The Power of Relationship Mapping & Org Charts in Account Planning
Winning isn’t just about having the best product; it’s about understanding the people behind the deal.
In today’s highly competitive B2B sales environment, having a strategic and well-structured approach to account planning is essential for success. Teams who leverage Relationship Maps and Org Charts gain a deeper understanding of customer organizations, allowing them to navigate complex hierarchies, identify key decision-makers, and build stronger relationships.
These tools serve as a roadmap for engagement, risk mitigation, and deal acceleration, ultimately helping sales teams close deals faster.
-What Are Relationship Maps and Org Charts?
Org Charts provide a visual representation of a company’s hierarchy, outlining the chain of command and identifying stakeholders at different levels. They help sales professionals see who reports to whom and where decision-making power resides.
Relationship Maps take it a step further by incorporating influence and sentiment data—showing not just who’s who, but how they feel about your company, how much influence they have, and the strength of their internal relationships.
-How many stakeholders are impacting my deals?
· On average, B2B sales involve 6 to 8 decision-makers, according to (research from Gartner).
· For smaller B2B transactions (e.g., under $50,000), you may deal with 2 to 5 stakeholders—typically a department head, an end-user, and procurement.
· In larger or more complex B2B deals (such as SaaS, IT solutions, or enterprise software), the number of stakeholders can increase to 10-12+, especially when legal, compliance, and finance teams get involved.
-Understanding Key Decision-Makers and Influencers-
Not all stakeholders are created equal. Some may have a direct impact on purchasing decisions, while others hold informal influence that can make or break a deal. Relationship Maps help sales reps:
· Identify champions who advocate for your solution.
· Pinpoint blockers who may oppose the deal.
· Recognize influencers who shape internal discussions.
· We like to assign roles to these many of these people including Economic Buyers, End Users, Procurement, Legal & Compliance, Operations, Department heads, Executives (C-Level)
-Shortening the Sales Cycle-
Without a clear understanding of how decisions are made, deals can get stuck in limbo. Org Charts and Relationship Maps allow sales teams to target the right people at the right time, reducing wasted effort and ensuring that messages reach decision-makers efficiently.
-Mitigating Risk in Key Accounts-
Relying too much on a single contact is a major risk in account management. If that person leaves or changes roles, the deal could fall apart. By mapping relationships across an organization, sales teams can:
· Diversify relationships to avoid single-threaded deals.
· Develop multiple champions to strengthen their position.
· Proactively manage transitions when key stakeholders move on.
-Personalizing Engagement Strategies-
Not all stakeholders have the same concerns, motivations, or priorities. Relationship Maps enable sales teams to tailor their approach by:
· Customizing messaging based on individual pain points.
· Aligning sales efforts with each stakeholder’s goals.
· Leveraging personal connections to build trust and credibility.
-Enhancing Cross-Team Collaboration-
Account planning isn’t just for sales—it’s a team sport that involves marketing, customer success, and even executive leadership. Relationship Maps provide a shared understanding of customer dynamics, ensuring that all teams align on engagement strategies and work together to move deals forward.
-Smarter Account Planning-
Modern sales platforms, like Squivr for Salesforce, enable teams to automate and enhance Relationship Mapping and Org Chart creation within your CRM.
Relationship Maps and Org Charts provide the clarity needed to drive strategic account growth. By understanding organizational structures, identifying key influencers, and personalizing engagement, sales teams can accelerate deals, reduce risk, and build long-term customer relationships.
If you’re not already incorporating these tools into your account planning strategy, now is the time to start. The right insights can make the difference between winning a deal and losing to the competition.
