Relationship mapping involves creating a visual map of stakeholders that depicts roles, motivations and biases. Different symbols, colour codes and lines are used to indicate relationship types, strengths and directions. Relationship mapping puts you in control of the politics that surround the organisations, projects and deals you’re working on. Create relationship maps with ContactBase www.contactbase.net

1. Sales Director
Head of Operations
Finance Director
Weyland Corporation Tyrell Corporation
Hamlin Hamlin McGill
Influence
Relationship mapping
The Complete Guide

2. 02
03 What is relationship mapping?
04 Where are relationship maps used
05 Why create a relationship map?
06 How to create a relationship map
07 What are the limitations of relationship maps?
Contents

3. 03
Relationship maps are a visual
illustrations that shows a broad view
of the interactive relationships
between the stakeholders of a
project, committee or negotiation.
Relationship mapping involves
creating a visual map of
stakeholders where roles,
motivations and biases are
documented.
What is relationship mapping?

4. Where are relationship maps used?
Sales professionals use relationship mapping
to win new commercial opportunities as well as
grow or protect existing business. Relationship
mapping can be also used to train and coach
new salespeople on the complexity of a typical
deal, by demonstrating the inner workings of a
customer’s buying committee.
Account managers use relationship maps
when starting a new job or adopting a new
customer account.
Project managers use current-state and future-
state relationship maps to manage the scope
of a project.
04
Relationship maps are used in complex
projects or negotiations which involve a
number of moving parts.
Business consultants use relationship
mapping to navigate and unravel the
politics of large organisations.

5. Why create relationship maps?
1. All large corporations have employees
called “buyers” which at face value appear to
have total authority to purchase products or
services. However, the reality is, they don’t.
Therefore, understanding client relationships
and dynamics is critical to enterprise sales.
2. Commercial deals in business-to-business
are often complex involving multiple
stakeholders. Therefore, mapping the
relationships between decision-makers,
evaluators, budget holders and influencers
can help a salesperson think more
strategically about their approach.
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3. A relationship map can help an account
manager identify gaps in engagement,
emphasising areas of the customer’s
organisation where focus is required. This
can help the salesperson build a top targets
list.
4. Mapping out a complex deal will help
salespeople uncover blockers and
gatekeepers. Therefore, it helps the
salesperson decide on which strategy to
pursue - navigate past or build a bridge.

6. How to create a relationship map
1. The first step in creating a
relationship map is to identify the
individuals or stakeholders
involved in the project or
negotiation.
2. The second step involves
assigning the reporting lines
between stakeholders.
3. The final step, is assigning project
roles advocacy and mapping out
all lines of influence.
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7. What are the limitations of relationship
maps?
1. Creating a relationship map can be time consuming. Before the creation process can
begin, discovery needs to take place to gather information such as reporting lines and job
titles.
2. Relationship maps are out-of-date as soon as they are created as political relationships
change over time and individuals leave and join projects.
3. Relationship maps are subjective. In other words, they often only capture the view of a
small number of individuals.
4. Portability is often a challenge as relationship maps can be stored on a central server
5.
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