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Building a High-Performing, Value-Driven GTM Engine through MEDDPICC

A PE-backed B2B organisation drove predictable growth, doubled win rates, and improved forecast accuracy by embedding MEDDPICC across GTM.

85%

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Forecast Accuracy

46%

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Win Rate

83%

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Quota Attainment

WITHOUT US

Following a private equity acquisition, a B2B organization was under pressure to scale with predictability. The leadership team faced ambitious growth targets, but lacked the structural foundations to deliver against them.

The Go-To-Market function operated without a shared language or framework. As a result, performance across teams was inconsistent, forecasting was unreliable and the business was unable to pinpoint whether challenges were due to talent gaps or systemic issues.

Key indicators reflected this lack of control:

  • Forecast accuracy sat at just 25%

  • Win rate was 23%

  • Pipeline coverage stood at 3x, though quality was poor

  • Average contract value (ACV) was $50k

  • Quota attainment across the team was just 44%

 

The organization was experiencing both forced and voluntary attrition. In the absence of structure, top talent was misdiagnosed as underperforming. Customers were also disengaging, with increased churn driven by inconsistent value delivery.

The board had growing concerns over forecast reliability and the business was visibly at risk of missing its five-year private equity growth plan. The newly appointed CRO recognised that the organisation didn’t need another quick fix. 

WITH US

MEDDICC partnered with the leadership team to introduce a common language across the full GTM motion, embedding MEDDPICC across positioning, selling and delivery as part of the partnership.

This alignment enabled the business to move away from reactive sales cycles and toward a culture of strategic execution. MEDDPICC quickly became more than just a sales methodology and common language - it also acted as a capability framework, allowing the business to assess performance, identify talent and enable consistent execution.

  • The leadership team gained confidence in its people, leading to a marked reduction in attrition

  • Marketing adopted value messaging aligned to relevant buyer personas, resulting in an increase in pipeline coverage and a measurable uplift in quality

  • Sales teams were able to identify gaps in deals earlier, improving win rates, deal velocity, and ACV

  • New hires ramped faster, enabled by a clear, repeatable framework

 

Crucially, MEDDPICC became embedded not just in sales, but across product, marketing, and customer success - driving consistency from first contact through to value realization.

WHY US

The organization considered other initiatives and the option to maintain the status quo but ultimately selected MEDDICC as the strategic partner to drive GTM transformation. The decision was driven by MEDDICC’s ability to deliver immediate impact, long-term scalability, and deep alignment across functions.

Their selection was based on three core areas of differentiation:


Technical Criteria

  • Applicability across the entire customer lifecycle, from marketing and pre-sales through to post-sale value delivery

  • Blended learning model, combining on-demand content with live virtual workshops to support different learning styles and accelerate enablement

  • Speed to launch and ease of deployment across multiple regions and functions

  • Repeatability - enabling a consistent process to qualify, forecast, and execute deals at scale

  • Proven content quality, trusted by market leaders and aligned to best practice

 

Economic Criteria

The organisation needed a clear and scalable commercial model that aligned with its investment priorities and PE-backed growth targets. MEDDICC delivered:

  • Predictable user-based pricing, enabling confident forecasting of enablement costs

  • Clear path to ROI, with early impact visible in pipeline quality, win rates, and revenue predictability

  • Fast time-to-value, delivering measurable improvements within the first two quarters of rollout

  • A membership model that enabled ongoing access to new programmes, tools, and content, supporting continued growth and maturity without needing to re-buy

 

Relationship Criteria

Beyond methodology, the organisation was looking for a true partner who could support its transformation journey. MEDDICC was chosen for its:

  • Reputation as the authority on MEDDPICC, with visible success across the PE ecosystem

  • Evidence-led approach, grounded in proven success stories and industry benchmarks

  • Executive alignment and sponsorship, ensuring strategic buy-in from Day 1

  • A guided customer journey, including rollout plans, enablement workshops and proactive guidance to drive adoption

  • Ongoing access to MEDDICC’s GTM team, helping internal stakeholders navigate key moments of change and expansion

IMPACT

Within 24 months, the business underwent a complete shift in how it operated both culturally and commercially.

By adopting a structured, value-based approach to the entire customer lifecycle, the organization established consistency across the full GTM team. As MEDDPICC became the common language for opportunity management, the business was able to diagnose risk earlier, qualify more effectively, and deliver value more consistently.

This shift drove a significant improvement in core revenue metrics:

  • Forecast accuracy improved from 25% to 85%, restoring board confidence in the organisation’s ability to deliver against plan.

  • Quota attainment rose from 44% to 83%, as sellers gained clarity on what good execution looked like and how to consistently replicate it.

  • Win rates doubled, moving from 23% to 46%, as marketing and sales aligned on value messaging focused on pain and value.

  • Average contract value grew from $50k to $81k, with teams building stronger business cases and deeper stakeholder engagement.

  • Pipeline coverage increased in both volume and quality, with a 6% uplift driven by tighter messaging and clearer qualification.

 

Beyond the numbers, the organization became one where people could do their best work with high-performing teams retained and new talent able to ramp faster, contribute earlier and feel part of something consistent.

The result: Not only did the organization surpass its private equity growth targets ahead of plan, it also built a scalable GTM engine capable of supporting future growth and a successful exit when the time is right.

Got a question for us?

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  • We’re passionate about what we do, so just give us an excuse to talk about it and we’ll aim to provide you with the best advice for you or your business  
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