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14
February
2023
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Partners are invaluable to any GTM strategy. They open doors into unfamiliar territory and bring insights that give your team a meaningful edge. But for that collaboration to work, the Partner and the in-house GTM team need to be operating from the same playbook.
Because Partners are unlikely to know your solution as deeply as you do, having a shared methodology in place is essential. MEDDPICC gives Partners and GTM teams a common language, making it easier to identify the right next steps in any deal and move through the customer lifecycle together.
How can Partners use MEDDPICC?
During the Selling stage:
Partners can use Metrics to articulate the proven value of your solution to prospective customers. Early in the customer lifecycle, this means leaning on M1s. Later, the Partner can work alongside the AE to build toward M2s in collaboration with the customer.
M1s draw on proven, relevant value from your existing customer base, giving prospects a concrete sense of what your solution delivers. As Jack Napoli, the Godfather of MEDDIC, puts it: show your customer someone else's ugly baby before calling their baby ugly. M1s let you demonstrate real outcomes you have achieved for others, rather than leading with everything the prospect is doing wrong. This helps navigate the Discovery Paradox, where you need to qualify the deal without pitching blind or putting the customer on the defensive. Used well, M1s encourage the customer to open up about their pain and create the conditions for a genuine mutual evaluation.
M2s are tailored to the individual customer and involve uncovering measurable value specific to their situation. A Partner's pre-existing relationship with the customer can be a real asset here, helping the broader GTM team go deeper and identify concrete ways your solution can help.
Partners can also play a meaningful role in shaping Decision Criteria. For this to work, they need a clear understanding of how your solution is differentiated on a technical, economic, and relationship basis. The best Partners do not assume the customer already has clear Decision Criteria defined. Instead, they recognize that Decision Criteria are shaped between Champions and trusted advisors, and position themselves accordingly.
During the Closing stage:
If the Partner knows the customer organization well, they can provide early insight into what the Decision Process looks like, helping the broader team understand what steps the customer will take to reach a decision. This clarity improves collaboration and can meaningfully shorten Time to Close, a key factor in the Sales Velocity Equation.
One important note: volume of engagement is not a reliable indicator of deal health. More meetings and calls do not mean you are the preferred vendor. Progress against the customer's Decision Process is a far more useful signal.
Partners should also be actively involved in the Paper Process. A lack of clarity on the Paper Process is a common reason deals slip late in the cycle. Partners can help the GTM team work through it proactively, ensuring compliance with the customer's requirements throughout. A simple way to uncover it is to ask the customer what steps they went through the last time they bought a similar solution. The sooner the Paper Process is complete, the sooner the deal closes.
Beyond the Deal
Partners are not just useful in the selling and closing stages. Across the full customer lifecycle, including Awareness, Prospecting, Growth, and Retention, Partners can act as a force multiplier, aligning with the GTM team on value, process, and stakeholders.
MEDDPICC as a shared language is what makes this possible. It keeps everyone focused on the right things, at the right time, as one team.
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