Andy Whyte's presentation from SaaS Growth 2021 talking about why everyone is talking about sales qualification. Touching on the topic of MEDDIC, MEDDICC and MEDDPICC.
https://meddicc.com/meddic
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SaaS Growth 2021 - Why is everyone talking about qualification? MEDDIC MEDDICC MEDDPICC
1.
2.
3.
4.
5.
6. Dan Fougere
Datadog
CRO
Carlos Delatorre
TripActions
CRO
Luca Lazzaron
Sprinklr
CRO
Keith Butler
Observe
CRO
Patrick Ball
Privitar
CRO
Richard Rivera
Vibes
CRO
Mark Musselman
Vapor IO
SVP Sales WW
Anthony Palladino
Airsera
CRO
Andy Sadler
Imply
GM EMEA
Mike Earnest
Zscaler
RVP Sales
Cedric Pech
MongoDB
CRO
Ted Girard
Snowflake
VP Sales
Jeremy Duggan
Multiverse
President
Steve McCluskey
Multiverse
VP of GTM
Paul Cant
BMC
VP EMEA
Martin Carty
Founder & CEO
SVP WW
Tom Schmit
AuditBoard
CRO
Mark Tringale
Sprinklr
VP Americas
Andy Byron
Lacework
President
Richard Duggan
Pindrop
VP Sales US, Canada
JP Bolen
ThoughtSpot
VP Sales Americas
Mauro Trione
Delphix
RVP Sales
Mike Granieri
Classy
EVP GTM
Chris Healey
Snowflake
RSD New England
Philippe Van Hove
Lacework
VP Central, South EMEA
Travis Patterson
Imply
CRO
Adam Aarons
Classy
Advisor
just some of the bladelogic sales team
(not very diverse )
👀
21. New
Stakeholder
throws a
spanner in
You Don’t
know the
customer
makes
decisions
You don’t
know the
customers
buying
process
You don’t
have access
to influential
people
You get
de-prioritized
because
value isn’t
seen
Your
Competition
is always on
the front foot
Customer
doesn’t feel
the Pain
You find
yourself
‘just
checking
in..’
No real
Champion
signs of bad qualification
22. so, how do we focus on the
customer (value)?
who what how
23. by taking
this approach
(and applying consultative discovery)
• what are their goals/challenges?
• and what is stopping
them/slowing them down from
meeting them?
• who is impacted by it? and…
• therefore, who should be
involved?
• what is the value? revenue?
costs?
• how much does it matter?
• what does the customer need
from you?
25. I CH
M E DC
paper process implicate pain champion
metrics
economic
buyer
decision criteria
DP
decision
process
competition
P CO
🔌 shameless plug alert 🚨
(other qualification frameworks are available )
💁♂️
26. I CH
M E DC
paper process implicate pain champion
metrics
economic
buyer
decision criteria
DP
decision
process
competition
P CO
who what how
30. is our solution a good
fit for this customer?
yes no
is there
someone else?
can we dig
deeper?
can we
broaden the
scope?
can we
influence the
criteria?
39. 1 in 4
• researched stakeholders
• read annual report
• sent an agenda
• timely follow-ups
• networked with partners
• took seller to lunch
• built beautiful proposal
• more discovery
• more qualificationg
with the freed-up time
40. 1 in 4
• build more pipe
• spend time with
customers to make
them successful
• less frantic – learn
and develop, or
relax
45. 1 in 4
sells
50%
more
🔥
why is everyone talking about qualification?
• sell 150% for the same effort
• forecast more accurately
• use resources more efficiently
• focus on value
What better story than one about the GOAT sales leader – John McMahon
What better story than one about the GOAT sales leader – John McMahon
What better story than one about the GOAT sales leader – John McMahon
What better story than one about the GOAT sales leader – John McMahon
And I think my Mum only accounted for half.
1130 Enterprise SaaS jobs
1 in 6
1130 Enterprise SaaS jobs
1 in 6
And those 1 in 6 are the top orgs (at least in my opinion)
Rotation of logos
but why
You might be thinking? Qualification? They are?
You might be thinking? Qualification? They are?
You might be thinking? Qualification? They are?
It’s not about us.
It’s not about sales people
It’s not about our companies
Our products….
It’s not about us.
It’s not about sales people
It’s not about our companies
Our products….
it’s about is there a genuine opportunity for us to provide value to our customer
Where we go wrong is with the criteria in which we are qualifying….
That sucks.. That sucks if you are the customer..
There is absolutely no value for the customer in answering those questions…
Not to mention if as is so often the case today your proposition may be completely new to them... And therefore they don’t have budget… they don’t even know they need it yet!!!
You’ll know if you haven’t answered these questions because you will feel your own pain:
Who in the customers business stands to gain value from our solution? And Why? What pain are they facing right now? How much does it hurt? Who else is impacted?
What is the customer going to be basing their decision on? What is the criteria in which they will judge you upon? What are they looking for?
How will they decide? How will that process look?
because
because
because
because
Some of the worst performing sales teams I’ve ever seen had the biggest pipeline. In fact, unless you are closing 1 in 5 opportunities or better I’d say your pipeline is too big
People will surely say “but if you have more pipeline then there is likely to be more good pipeline among it”
What are you? A professional elite sales person? Who values their time and knows they have tremendous value to offer their customer?
OR
Are you a like a gold prospector spending your day sieving through crap to try and find a small nugget of gold?
it doesn’t take into account the impact of
confidence
better selling
with the spare time
the elite takes a former colleague out for lunch
12.5%
25%
10%
it doesn’t take into account the impact of
confidence
better selling
with the spare time
the elite takes a former colleague out for lunch
12.5%
25%
10%
confidence
more time for pipe gen
not just working on those deals
with the spare time
not just working on those deals
with the spare time
Wouldn’t you love a hack that told you which deals you were winning and what to do, and which deals you are going to lose?
Wouldn’t you love a hack that told you which deals you were winning and what to do, and which deals you are going to lose?
not just working on those deals
with the spare time
You’ll know if you haven’t answered these questions because you will feel your own pain: