Account Management
Account Mapping
Draw the organization, the power, and the gaps.
At a glance
- Best for
- Deals and accounts with unclear politics
- Primary use
- Stakeholder analysis
- Sales stage
- Discovery to close
- Complexity
- Moderate
- Typical user
- AE, enterprise AE
Framework
Roles
Economic buyer, champion, user, technical, procurement, legal.
Influence
Low, medium, or high effect on the decision.
Sentiment
Negative, neutral, or positive toward you.
Access
None, indirect, or direct contact.
Gaps
Roles with no coverage.
Use it when
- You cannot name the economic buyer.
- A deal stalls without explanation.
- A new executive joins the buying group.
Watch out for
- Guessing sentiment.
- Mapping titles instead of influence.
Questions
- Who else has an opinion on this?
- Who has stopped a project like this before?
- Who would you ask for advice on this decision?
Example
A map shows security has high influence, negative sentiment, and no access. The rep runs a security review two months early.
Best combined with
Miller Heiman / Strategic Selling, Multi-threading
Strength
Makes risk visible on one page.
Limitation
Only as good as the information behind it.
Related frameworks
Official source
This framework is in general industry use. It has no single official owner or certification provider.
Last reviewed: 2026-08-21
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