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07
February
2023
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At MEDDICC, we have a saying: No Champion = No Deal. Without a Champion pulling for you internally, your deal is far less likely to succeed. The flip side is equally true: Big Champion = Big Deal. When someone is actively advocating for your solution, the value of the deal tends to grow with it.
The same logic applies to the Sales Engineer. An SE translates the value of your solution, and the pain without it, at a technical level. No matter how talented your AE is, when it comes to technical matters, customers want to hear from a technical expert. That's when the AE calls in the SE, who can demonstrate and articulate the solution's value in a way that resonates with a technical audience. And because SEs typically see five times more sales cycles than AEs, they bring a consultative depth to the process that helps uncover value and pain that others simply can't.
Avoiding Reverse Single-Threading
In sales, we're well versed in the dangers of single-threading: relying on just one contact within a customer organization. But there's a less-discussed flip side called reverse single-threading, where one salesperson holds all the relationships on your side of the deal.
Involving the SE alongside the AE solves this. It allows your team to engage people at multiple levels of the customer organization simultaneously. Where the AE builds a relationship with the Champion, the SE can develop a relationship with the Champion's technical counterpart, creating a Technical Champion. If something is holding up the deal, the AE can turn to the SE, who can consult their contact and help get things back on track. Without an SE in the mix, it's much harder to influence Decision Criteria, because you simply can't go deep enough.
How SEs Implement MEDDPICC
MEDDPICC works best when it's spoken by as many people as possible across the GTM team. When SEs have a clear understanding of MEDDPICC, they can communicate more effectively with the AE and the wider team, referring to the same criteria, staying on the same wavelength, and moving in the same direction.
Here's how SEs can put MEDDPICC into practice:
Qualifying in or out
SEs can contribute early by offering an informed, unbiased perspective on whether an opportunity is worth pursuing, using MEDDPICC as the lens for that assessment.
During the Selling Stage
Metrics - SEs can use M1s and M2s to technically demonstrate the value of your solution. M1s draw on proven results from your existing customer base to quickly establish credibility. M2s personalize those metrics to the specific customer, identifying what they actually need and how your solution delivers it. Together, they create a cohesive, scalable value framework.
Decision Criteria - With their inside view of the customer's technical environment, SEs are well placed to help shape and influence Decision Criteria. They can articulate the technical, economic, and relationship-based differentiation of your solution and make clear why it stands apart from the competition. One important reminder: don't assume the customer has already defined their Decision Criteria. They may not know exactly what they're looking for, and it's your job to show them.
During the Closing Stage
Decision Process - SEs can accelerate the closing stage by proactively identifying compliance requirements and any technical steps that can be progressed early, speeding up the overall customer lifecycle.
Across the Full Deal
Implicated Pain - SEs can contribute to Implicating the Pain, helping deepen the customer's understanding of the problem your solution solves.
Champion - By building alignment with the Champion's technical counterpart, SEs strengthen the Champion relationship from a different angle and give your team another voice inside the customer organization.
The best SEs don't just bring technical knowledge. They connect that knowledge to value, stakeholders, and process. When they do it through the lens of MEDDPICC, the whole GTM team is stronger for it.
As you can see, the ways SEs can implement MEDDPICC are practically endless! But if you’re still curious about how SEs can apply MEDDPICC, check out Med Men: MEDDIC for your SE’s from our CEO Andy Whyte and CRO Pim Roelofsen. We’ll see you back here next time, for our next instalment on the Partner!
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