How to Map Your Sales Process for 2021

How to Map Your Sales Process for 2021

Sales process mapping is the act of evaluating and visually representing the steps your sales team takes in order to close a deal. 

Creating your company’s sales process map can be fun, enlightening, and well worth the effort. This article will go over everything you need to know about how to effectively create your map, and why it’s so important.

Here’s what we’ll cover:

What Is a Sales Process Map?

A sales process map is exactly what it sounds like — a visual representation or “mapping out” of the current steps, decision points, and various outcome potentials that your sales team might face throughout the sales process.

The “map” can take many forms. A simple flow chart is a great place to start.

sales process mapping

Some companies chunk their steps into tiers or groups of goals or checkpoints.

sales process

Some even opt for a more elaborate infographic.


Regardless of the visual aesthetic, the purpose of the sales process map is the same: 

  • Provide transparency to all team members involved in sales
  • Systemize the sales process
  • Create actionable, measurable progress steps that will allow your sales team to evaluate strengths and areas of growth within the sales process

Sales process mapping allows everyone to see the big picture, the mid-level steps, and the important details throughout the process, all in one place.

chart-barRun a repeatable processTrack, analyze, and standardize what’s working

Sales Process Mapping vs. Sales Strategy

A quick note: don’t confuse the concept of sales process mapping with your sales strategy — we’re not talking about value-based selling vs. consultative selling vs. traditional selling. 

Your sales process map should take your sales methodology into account, and it can be applied to any approach your team utilizes.

The map can even demonstrate how a variety of strategies or approaches can be used together to close deals. But the map itself is not the same thing as the sales approach; instead, the map should include any aspects of the approach that are relevant to each particular step.

Another note: Your sales process map is also not one in the same with your CRM.

Your CRM exists to provide automation and support your sales process, not the other way around. It’s true that many CRM software suites do a fantastic job of optimizing sales for a huge variety of companies, but no software will ever be able to perform at 100% effectiveness for your company’s unique needs. 


Most CRM software, even the top-tier ones, have a certain “cookie-cutter” aspect, by design, until you really dig into their features as they relate to your company’s needs. None are one-size-fits-all. It’s up to you to leverage its capabilities alongside your sales process map to make the software as effective as possible. 

Why Mapping Your Sales Process Steps Is Important

It’s no secret that salespeople today are facing more challenges than ever. Digital marketing strategies are advancing almost as quickly as we can adopt them. Customers are requiring less and less input from sales teams before making a buying decision. And our post-pandemic landscape is making connections harder than ever. 

Adding another task to your plate can feel insulting at best, and impossible at worst.

But sales process mapping is anything but busy work. In fact, it’s a critically important and drastically underutilized step in maximizing your conversion rate. 

Cohesion and Onboarding

Mapping your sales process allows all stakeholders to see the entire operation, top-down, start to finish. It also makes onboarding new salespeople that much more streamlined. The sales process map allows your team to: 

  • Work with one common blueprint: This gives your sales team a common goal and a sense of connectedness. It also reduces the chance that you’ll rely on only one or two extremely skilled sales reps to drive most of your business, while the rest deliver mediocre performance.
  • Evaluate performance in a standardized way: Creating team-wide KPIs and building them into your sales process map will give you an objective set of metrics for measuring individual and team performance.
  • Open the floor for valuable feedback: The sales process map is a great way to bring different perspectives and feedback to the table. Allowing everyone to have a voice in how the map is created — and, eventually, tweaked and changed over time as your goals change — will move your salesforce toward optimal efficiency.

Goal Setting

As mentioned above, sales process mapping can help you objectively evaluate the pieces of your sales process that are currently working well, as well as the parts that may need some fine-tuning.

The bigger picture here will allow you to effectively set specific, highly-targeted goals so that you’re constantly reaching for the next level of success.

This is another step that’s easy to write off as just another box to check. Most salespeople believe that they are already masterful at setting goals, but the data shows otherwise.

Goal-setting templates, such as the SMART goal framework, can help you target your performance and measure your progress.

SMART goals guide

Remember that goal setting can and should be done on both company-wide and individual levels.

Confidence & Efficiency

There are less-expected benefits to the sales mapping process, too. A great sales process map will highlight common customer objections, process pitfalls, and success hacks where appropriate. All of these will serve to increase the overall confidence of your sales team and allow you to build better relationships, faster with your potential customers.

Ultimately, your goal as a sales rep should be to find the most efficient, streamlined way of delivering the most value to the highest number of prospects.

Mapping your company’s sales process will allow you to see where, specifically, your process can improve to address pain points and meet the needs of more customers.

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How to Create a Sales Process Flow Chart

By definition, no two sales process maps should look the same. That’s because each one is unique and should be custom-created based on the following:

  • Specific information and feedback from every member of the sales team
  • Your company’s unique approach to sales (make sure to address any key methodologies you want your sales reps to utilize)
  • The company’s current level of operation, its future goals, and the KPIs you use to measure your progress

Unfortunately, that means that an “A – Z blueprint” on exactly how to create your sales process map doesn’t exist.

That being said, there can be a “method to the madness” when you go about creating your own.

1. Reverse Engineer

The sales process is rarely linear. Every step in the sales cycle has multiple pathways or potential outcomes; you would be doing your salesforce a disservice to expect them all to perform the exact same sales activities in the exact same way.

Each potential customer will require a variety of strategies — and encounter a variety of outcomes — to close the deal; your map should aim to encapsulate as many of these pathways as possible.

That’s why we recommend reverse-engineering the sales process while creating your map. Start by envisioning where you ultimately want to end up — this may mean revenue goals, customer retention rate, or simply the number of closed deals — and work backward from there. Go through all the steps, and their outcome branches, until you reach the beginning stage.

This will help ensure you don’t skip any steps in the sales cycle and explore each one to its fullest extent. 

2. Consider the Customer Perspective

The most elite sales teams know that effective selling is always framed around the customer; the sales process map should be no different.

When you’re creating your map, be sure to keep the buyer’s journey at the forefront of your mind. This is another tactic that will ensure your map is thorough and, more importantly, designed around your customer’s needs.

the buyers journey

3. Get Into the Nitty Gritty

Building an effective sales process map means getting feedback from each member of the sales organization — even the ones that may seem peripheral. If customer service is on the backend of the close, they should be included in the sales process map.

If you have a front-end team whose sole responsibility is prospecting LinkedIn for leads and then handing them off to the actual sales reps — put them on the map, too. Anyone who plays a role in the sales cycle should have a seat at the table.

Further, make sure each person’s role in the process map is clearly defined. That way, when you do have employee turnover, your onboards will quickly and clearly understand their specific role in the process at your company. 

You may also want to consider including common mistakes, customer pain points, choke points, “success hacks” — we’ve even seen a sales map with a follow-up script! Remember, this is a process map, not a cheat sheet. But making note of current snags in the process will allow your salesforce to collectively problem-solve and push through any hang-ups. 

4. Be Honest

Map the process that’s currently happening — don’t try to paper over something you know isn’t working just for the sake of having a map that’s “right” or “ideal.” 

The sales process map is a living, breathing document and can — and should be! — updated over time. That doesn’t mean you need a new process every time; instead, refine and tweak your map as needed, or as you reach new and more challenging goals.

5. Be Purposeful

There’s a lot that goes into the sales process map. Finding the right information to include (and knowing when to exclude the fluff) can be challenging. But don’t let the details outweigh one of the most important aspects of the map: the visual. 

The sales process map should look inviting and logical. Of course, don’t get hung up on things like font or image selection, but do invest time into thinking about the flow of your process and how to best demonstrate it graphically.

For some, a flow chart can be too overwhelming if there are a ton of steps. It can also create a false illusion that the process is linear, which it typically isn’t. There will be a delicate balance between including all relevant information versus overwhelming your team with too many details.

One way some sales departments approach this is by grouping certain steps together into categories.

company sales processOther teams use shapes and colors to designate information versus decision-making, as well as levels of importance. There are easily accessible guides to help you with this process if it makes sense for your particular sales funnel. 

(Note here that there are near-limitless combinations of colors and shapes — don’t go overboard. Keep it simple and easy to read — diamonds for decisions, red for roadblocks, etc.)

design your map

Again, the ultimate design of the map should amount to a collaborative effort and should be unique to your company. Software can help with this process if need be.

databaseBuild a winning sales processAlways be in the know of what is/isn't working across your team

Sales Process Mapping Examples

Here are a few more examples of interesting sales process maps from across the web.

The following flow chart map starts by showing a multi-branch lead generation strategy. It uses basic graphics to illustrate the selling process and customer journey.

sales process mapThis next one does a great job of showing when and how to effectively use CRM to leverage the process.

sales process mapping

Finally, this last one does a great job showing the different stakeholders, and assigning colors for specific events. 

sales process mapping example

Each of these examples were designed by the salespeople involved in the process, and with the specific company in mind — just like yours will be. We can’t wait to see it!

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Casey O'Connor

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