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06
September
2024
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For customers in the early stages of their MEDDPICC journey (the first three to six months), Metrics is almost always a challenge. You will find no shortage of articles and resources from LinkedIn thought leaders on how to ask the right questions to uncover a customer's metrics. But ask yourself this: do the typical personas we identify, build, and test as Champions have any requirement, anywhere in their job description, to be experts in buying technology?
Andy (Whyte) recently researched this. He reviewed CMO and VP of Marketing job postings on LinkedIn across a data set of 100 open roles in our industry, looking for any trace of technology buying expertise in the description. How many do you think included it?
In our industry, data suggests the primary reason we lose deals is inertia. There are entire books written on the subject, including the JOLT Effect, dedicated to explaining how to overcome it. But ultimately, inertia comes back to the relationship between pain, value, and urgency, and how ineffective we can be at:
A) Finding pain that is important enough for the customer to act on
B) Articulating the quantified value a prospective customer can expect from solving that pain
C) Ensuring alignment to the strategic initiatives of the business we sell to, empowering our Champions to achieve their goals
This is not easy, which is what makes it an opportunity to differentiate. But it is not rocket science either.
This is where MEDDICC's Metrics methodology becomes a genuine changemaker across the full customer lifecycle. Not all MEDDPICC is equal: the Metrics Framework (M1-M2-M3) connects the dots across the full customer lifecycle and unites go-to-market teams in a way that isolated selling motions simply cannot.
Which raises a bigger question: should we be looking for ways to overcome inertia after the fact, or should we be leveling up the way we go to market altogether, so we find ourselves in inertia limbo far less often?
Distinctions to reflect on:
Trusted advisor vs 10 golden disco questions AE
Professional Buyers vs Professional Sellers
Pro-active collaboration on Metrics vs Asking the Customer for ‘their Metrics’
GTM United or GTM Disconnected
Full Lifecycle or just Selling?
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