# Whitespace Mapping Worksheet

> A one-page visual worksheet for mapping every business unit, product line, and use case inside an existing account, so you can see at a glance what you own, what's contested, and what's completely unowned.

Free template for sales managers. Topic: [Account Management, Retention & Expansion](https://www.peerlab.ai/library/topic/account-management-retention-expansion/). Published by PeerLab in the [Sales Enablement Resource Library](https://www.peerlab.ai/library/). Source: https://www.peerlab.ai/library/whitespace-mapping-worksheet/

## How to use it

Run this in a 30-45 minute working session per strategic account each quarter with your CSM/AE pair; fill Sections 1-4 from what you already know plus a quick LinkedIn/org-chart pull, then use the scoring and quadrant in Sections 5-6 to build the 90-day plan in Section 7.

## What's inside

- Account snapshot header: ARR, seats, renewal date, economic buyer, champion
- Org/business-unit grid with a 4-state footprint legend (Owned / Piloting / Competitor / Unowned)
- Use-case by business-unit matrix to surface job-to-be-done whitespace, not just seat whitespace
- Stakeholder overlay tying a named budget owner to every filled cell
- Impact x Access scoring formula for every whitespace cell
- 2x2 prioritization quadrant: Attack Now / Build Access / Quick Win / Park
- 90-day whitespace action plan with owner and target date per cell

**Purpose:** get one page that shows every team, product line, and use case inside an account - what you own, what's contested, and what's sitting completely unowned. Fill this out per strategic account, once a quarter, in a 30-45 minute working session with your CSM/AE pair.

## Section 1 - Account Snapshot

| Field | Entry |
|---|---|
| Account name | |
| Parent company (if subsidiary) | |
| Total employee count | |
| Total addressable seats (your product) | |
| Current seats live | |
| Current ARR | |
| Renewal date | |
| Primary economic buyer | |
| Champion(s) | |

## Section 2 - Org / Business Unit Grid

List every business unit, department, region, or subsidiary you know exists inside the account - not just the ones you sell into. Pull this from the org chart, the company's "leadership"/"offices" page, LinkedIn ("people at [company]" filtered by title), and your champion.

| Business Unit / Team | Location / Region | Head count (est.) | Budget holder (name) | Status |
|---|---|---|---|---|
| e.g. Enterprise Sales - EMEA | London | 45 | | |
| | | | | |
| | | | | |
| | | | | |
| | | | | |
| | | | | |

**Status legend (use for every row):**
- Owned (O) - live, paying, adopted
- Piloting (P) - trial or early rollout in progress
- Competitor (C) - using a named competitor's tool today
- Unowned (U) - no tool in this category that you know of, or unknown

## Section 3 - Use-Case Matrix

Down the side, list every distinct use case or job-to-be-done your product solves - not just the one this account originally bought for. Across the top, list the business units from Section 2. Mark each cell O / P / C / U.

| Use Case | BU 1 | BU 2 | BU 3 | BU 4 | BU 5 |
|---|---|---|---|---|---|
| Use case A | | | | | |
| Use case B | | | | | |
| Use case C | | | | | |
| Use case D | | | | | |
| Use case E | | | | | |

**Whitespace count = every U or P cell.** Total: __________

## Section 4 - Stakeholder Overlay

For every O or P cell in Section 3, name the person who owns the budget or decision for that BU/use-case pairing. If unknown, write "unknown - needs mapping."

| BU / Use Case | Stakeholder name | Title | Relationship strength (1-5) | Last touchpoint |
|---|---|---|---|---|
| | | | | |
| | | | | |
| | | | | |

## Section 5 - Whitespace Scoring

Score every whitespace cell (U or P) on two axes, 1-5 each:

- **Impact** - seats x average deal size potential if this cell converts to Owned
- **Access** - how warm is your path in: do you have a champion, a referral, or an existing relationship reaching this BU?

| Whitespace Cell | Impact (1-5) | Access (1-5) | Impact x Access |
|---|---|---|---|
| | | | |
| | | | |
| | | | |

## Section 6 - Prioritization Quadrant

Plot each whitespace cell from Section 5:

- **High Impact, High Access -> ATTACK NOW** (this quarter)
- **High Impact, Low Access -> BUILD ACCESS** (find the internal referral path first)
- **Low Impact, High Access -> QUICK WIN** (land small, use it as an internal reference)
- **Low Impact, Low Access -> PARK** (revisit next quarter)

| Quadrant | Cells that land here | Owner | Target date |
|---|---|---|---|
| Attack Now | | | |
| Build Access | | | |
| Quick Win | | | |
| Park | | | |

## Section 7 - 90-Day Whitespace Action Plan

For every cell in Attack Now and Build Access, write the single next action.

| Whitespace Cell | Next action | Who does it | By when |
|---|---|---|---|
| | | | |
| | | | |
| | | | |

---

**How this gets used:** the whitespace count in Section 3 becomes the account's expansion ceiling; the quadrant in Section 6 becomes the next-two-quarters pipeline plan. Re-run this worksheet every quarter - whitespace shrinks as you land and shifts as the account reorganizes.