Sales process map template
Most sales process maps stop at closed-won and show a clean line of boxes that nobody in the company recognizes. The real process has handoffs between teams, systems that do not talk to each other, and steps that only one person knows how to do. This template maps the process from first lead to renewal as it actually runs, with an owner, a system, and exit criteria for every step, so you can see where deals and customers stall.
Download it
What you get
- A lead-to-renewal process table with stage, owner, system, entry and exit criteria, and SLA
- A handoff register that lists every point where work moves between teams or systems
- A friction log for recording where the real process differs from the documented one
- A mapping workshop checklist so the map reflects what happens, not what should happen
Who it's for
- RevOps leads documenting the revenue process for the first time
- Ops teams preparing for a CRM migration or new tool rollout
- Sales and CS leaders who want to see where time is lost
What's inside
6 sections, each listed with its own size. The first is previewed below; the remaining 5 come with the download, with blank rows ready to fill in.
| Section | Size | Previewed |
|---|---|---|
| Scope | 5 fields to complete | Below |
| Lead to renewal process | 6 columns, 7 worked example rows | In the download |
| Handoff register | 6 columns, 4 worked example rows | In the download |
| Friction log | 5 columns, 2 worked example rows | In the download |
| Mapping workshop checklist | 8-point checklist | In the download |
| Why most process maps are fiction | Guidance notes | In the download |
Preview of section 1
Scope
- Motion mapped
- e.g. Mid-market new business, inbound and outbound
- Start and end points
- e.g. Lead created to first renewal
- Teams involved
- e.g. Marketing, SDR, AE, SE, deal desk, finance, onboarding, CS
How to use it
1. Map the current state before the ideal state
Interview the people who do the work (an SDR, an AE, a deal desk analyst, an onboarding lead) and write down what they actually do. A map of the intended process hides the workarounds, which are usually where the problems are.
2. Give every step one owner and one system
If a step has two owners, it has none. If a step happens in a spreadsheet or an inbox, write that down: it is the first candidate for fixing.
3. Write exit criteria as something verifiable
'Discovery complete' is not an exit criterion. 'Pain, decision process, and timing fields filled in and a next meeting booked' is. Use the same criteria as your pipeline stage definitions so the map and the CRM agree.
4. List every handoff separately
Handoffs are where work waits. For each one, record what is passed, how, and how long it typically takes. Long waits at a handoff are cheaper to fix than slow steps.
5. Review the map when anything changes
New tool, new team, new pricing: update the map before go-live, not after. Assign an owner and review it at least twice a year.
Frequently asked questions
What is a sales process map?
A document that shows each step from lead to renewal, with the owner, system, entry and exit criteria, and time expectation for each step, plus the handoffs between teams. It is used to find delays, onboard new staff, and plan system changes.
What is the difference between a sales process map and pipeline stages?
Pipeline stages describe where a deal is from the buyer's point of view. A process map covers the whole flow, including steps before an opportunity exists and after signature, and shows who does what in which system. The exit criteria should match so the two do not contradict each other.
Should the sales process map include post-sale steps?
Yes. Onboarding and renewal are where revenue is kept or lost, and most handoff problems sit between sales and CS. A map that stops at closed-won misses them.