.png)
.png)
.svg)
.svg)
.svg)
%201.png)
.svg)
.svg)
.png)
.svg)
24
January
2023
.svg)
One thing we love about MEDDPICC is how versatile it is. It works not only as a qualification framework for sellers, but as a full lifecycle framework for the entire GTM team. This is why, as part of MEDDICON, MEDDICC CEO Andy Whyte and CRO Pim Roelofsen presented another installation of their MEDMEN series: How to embed MEDDPICC into your Customer Lifecycle. That session inspired a new series from MEDDICC Media exploring how you can implement MEDDPICC at different stages of the customer lifecycle.
This article kicks off that series. Over the coming weeks, we'll look at how each member of the GTM team can apply MEDDPICC across the full customer lifecycle. But before we get into the details, it's worth grounding ourselves in a few key questions:
-
What is the Customer Lifecycle?
-
Why is MEDDPICC essential to getting the most out of it?
-
How can you apply MEDDPICC to it?
If you’re reading this article, you probably already have an idea of what the Customer Lifecycle is, but a refresher never hurts. When we talk about the customer lifecycle, we’re referring to:.jpg?width=831&height=312&name=MEDDPICC%20as%20the%20Full%20Customer%20Lifecycle%20Framework_InBlog%20Graphic%20-%20Pie%20Chart%202ndOpt%20(1).jpg)
Each stage of the customer lifecycle involves different members of the GTM team. Some are engaged for longer than others, but each is essential to the overall process and each engages with it differently. That difference shows up in the tools and language they use too. SDRs might work with something like BANT, while CS teams lean on platforms like Gainsight. The result is a GTM team speaking different languages.
That's where MEDDPICC comes in. MEDDPICC can act as a common language, enabling the entire GTM team to work together around three questions that matter to every single member:
-
What value do we deliver?
-
To whom? Who are the stakeholders?
-
How do they buy? What is their process?
Value can seem obvious, but it's worth remembering that it means different things to different people. You can solve the same pain across two or three departments in one organization, and each will experience that value differently. As Andy puts it: "If you say to the CMO, 'We're going to make your ad-spend more efficient,' they'll love it, but take that same message to the CFO, and they'll see it as a reason to cut the CMO's budget."
MEDDPICC gives everyone a shared framework to stay aligned across all three areas. Here's how it maps to the three fundamental pillars of driving business with customers: Value, Stakeholders, and Process:
Value — addressed through I, M, Dc (Implicate the Pain, Metrics, Decision Criteria)
-
What pain does your solution solve?
-
What value do your customers get from solving the pain?
-
How do you do it?
Stakeholders — understood through Ch, E, Co (Champion, Economic Buyer, Competition)
-
Who is typically your Champion persona? What do they value?
-
Who is typically your Economic Buyer persona? What do they value?
-
Who is typically your Competition?
Process — tackled through Dp, P (Decision Process, Paper Process)
-
What does the buying process typically look like?
-
How can we support the efficient acceleration of the process?
In the coming weeks, we'll go into detail on how MEDDPICC can serve as a common language across the full GTM team, bringing all three of these questions together. Here's a look at what's to come:
-
AE
-
SDR
-
SE
-
Partner
-
Marketing
-
Product
-
CS
-
RevOps
© MEDDICC LTD 2024 All Rights Reserved
.png)
.png)
.png)
