Why Org Charts Matter More Than Ever

If you’re selling into mid-market or enterprise accounts, you’re not selling to just one person. You’re selling to a buying committee that might include:

• A CRO or VP of Sales (economic buyer)
• RevOps and Sales Ops (architects and gatekeepers)
• IT and Security (technical approvers)
• Finance and Procurement (budget controllers)
• Power users and champions (daily operators)

Without a clear picture of who’s involved and how they connect, it’s easy to:

• Over-rotate on a single champion
• Miss hidden blockers
• Lose deals when one stakeholder leaves
• Underestimate how many approvals you actually need

That’s exactly where org charts and relationship maps come in.
They turn a messy, invisible buying committee into a structured, navigable map.

LinkedIn Sales Navigator now has a native way to do this: Relationship Map.
Boomerang AI then takes that map and makes it dynamic, data-driven, and CRM-native.

What Is Relationship Map in Sales Navigator?

Relationship Map is a feature within Sales Navigator that lets you:

• Create a visual map of the buying committee
• See contacts in both List and Map views
• Drag and drop leads into an org-chart-like layout
• Assign buying roles (e.g., decision-maker, influencer, blocker)
• Get alerts when mapped leads change jobs or roles
• Share the map with other reps on your Sales Nav contract

In other words, it’s LinkedIn’s version of an embedded, visual org chart for each account.

How to Build an Org Chart in Sales Navigator (Using Relationship Map)

Let’s walk through how a rep or AE can build a practical buying-committee map using Relationship Map.

Step 1: Open the Account and Find Relationship Map

1. In Sales Navigator, go to Accounts.
2. Search for and select your target account (e.g., “MongoDB”).
3. On the account page, scroll to the Relationship Map section.
4. You’ll see two tabs: List and Map.

• List view: A table of all mapped leads, with filters and role fields.
• Map view: A visual canvas where you arrange people in an org-chart layout.

Step 2: Add Leads to the Map

On the left-hand side, you’ll see:

• A search bar to find saved leads
• A “Placeholder card” if you want to add future or unknown contacts
• A “Recommended leads to add” list, powered by LinkedIn’s suggestions

To build your map:

1. Click Add next to recommended people, or search by name.
2. Each added person gets saved as a lead for that account.
3. They appear as draggable cards you can place on the map.

This makes it easy to pull in the director, VP, RevOps lead, IT leader, and others you know are involved.

Step 3: Drag and Drop to Shape the Org Chart

In Map view, you can now drag cards into a structure that mirrors the buying committee:

• Put executives at the top.
• Place directors or heads of department in the middle.
• Add managers and ICs below or alongside them.

It’s not a full HR org chart, but it gives a clear visual of who’s involved and where they sit relative to each other.

You can also:

• Assign roles (e.g., decision-maker, influencer, champion, blocker)
• Use the List view to quickly edit multiple contacts’ roles and notes
• Expand the map as you discover new stakeholders

Step 4: Use Alerts and Updates to Keep the Map Relevant

Because these mapped people are saved as leads:

• You’ll get alerts when they change jobs, update titles, or post content.
• You can see relationship strength signals based on interactions and shared connections.

If you’re on Advanced Plus, you can also:

• Use “Update CRM” to sync mapped leads directly back into Salesforce (within LinkedIn’s integration limits).

This is where Relationship Map starts to move from a one-time exercise to an evolving, LinkedIn-powered view of the account.

Where Sales Navigator’s Relationship Map Still Falls Short

Relationship Map is a big step forward for visual org mapping—but it isn’t the full story.
There are still important limitations:

• LinkedIn-only view
  • It only knows what’s in LinkedIn: profile data, connections, and activity.
  • It doesn’t see internal meetings, shared deals, or your actual working relationships.
• Lives outside your core GTM tools
  • The map lives inside Sales Nav.
  • Reps still live day-to-day in Salesforce, Slack, Outreach, email, and meetings.
• Manual maintenance
  • Someone has to drag, drop, and update roles.
  • If people change roles or new stakeholders quietly appear in meetings, that doesn’t automatically change your Relationship Map layout.
• No real relationship strength
  • You can mark someone as a “champion”, but Sales Nav doesn’t know how often you meet them, who else on your team they know, or how deep that relationship really is.

That’s where Boomerang AI slots in as the missing piece: turning a static org chart into a living relationship graph that lives in your CRM.

From Org Chart to Living Relationship Graph with Boomerang AI

If Sales Navigator’s Relationship Map answers “Who’s in the buying committee?”,
Boomerang AI answers “Who actually trusts us—and how do we reach the rest through warm paths?”

Boomerang connects directly to:

• Salesforce (and your CRM)
• Calendar/meetings
• Engagement tools (like Outreach)
• Internal relationships and shared customer history

It builds an account-level relationship graph that:

• Shows which stakeholders have strong, medium, or weak relationships with your company
• Surfaces who-knows-whom inside your org (e.g., a CSM who worked with the new VP at a previous company)
• Flags at-risk deals when key champions leave
• Alerts you when new stakeholders quietly join meetings and become important

It’s no longer just org structure; it’s relationship structure.

How Boomerang Complements Sales Nav’s Relationship Map

Here’s how the two line up:

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You don’t choose one instead of the other.
You use Relationship Map to see the org, and Boomerang AI to activate the relationships.

Practical Playbook: Sales Nav + Boomerang on a Strategic Account

Here’s how a modern AE might combine both tools:

1. Discover & map with Sales Nav
   • Use Sales Navigator to identify key people at a target account.
   • Add them to the Relationship Map and assign roles.
2. Sync into Salesforce
   • Save those leads/accounts into Salesforce (via Sales Nav or manually).
3. Let Boomerang build the relationship graph
   • Boomerang analyzes meetings, CRM activity, and overlaps to map who your team actually knows.
   • You see relationship strength and suggested warm paths.
4. Plan multi-threaded outreach
   • Prioritize outreach not just by title, but by relationship strength and warm intros Boomerang surfaces.
5. Monitor and react to changes automatically
   • If a champion leaves, Boomerang flags at-risk opps and suggests re-engaging them at their new company.
   • If a new VP joins and starts appearing in meetings, Boomerang elevates them in your account view.

Now your “org chart” isn’t an artifact in a slide—it’s a living object inside your GTM stack.

Conclusion: From Static Org Charts to Dynamic Relationship Strategy

Sales Navigator’s Relationship Map is a big leap forward for sellers who want a clearer view of the buying committee. It’s the best place to visually organize LinkedIn insights into a coherent org chart.

But the way deals are actually won today goes beyond titles and boxes.
It’s about who trusts you, who’s connected to whom, and how quickly you can adapt when that changes.

That’s where Boomerang AI shines—turning static org charts into dynamic, relationship-aware graphs that live inside Salesforce and Slack, update themselves, and tell you exactly where to go next.

If you’re already using Sales Navigator for org mapping, the next evolution isn’t a new diagram.
It’s a relationship intelligence layer that keeps that map alive.