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Before working with MEDDICC, Microlise's sales forecast accuracy sat at 25%. Today it's 85%. In this episode, MEDDICC CEO Andy Whyte sits down with Mike Blackburn, CRO at Microlise, to find out what actually changed. Not just the numbers, but the language, the culture, and the mindset that comes with knowing your forecast is real. Mike shares how he went from dismissing MEDDIC when he first encountered it to becoming one of its biggest advocates, and what it took to embed it across a GTM team in a way that actually stuck. You'll learn: ✅ Why Mike resisted MEDDIC early in his career and what changed his mind ✅ How Microlise used MEDDPICC as a common language across the full GTM team ✅ What great deal reviews actually look like vs the ones that are just concealing weaknesses ✅ How to identify and test a true Champion ✅ What it takes to stand out early in a sales career 🔔 Subscribe for more episodes of Masters of MEDDICC.  Chapters 0:00 Introduction 4:12 Andy on what good looks like publicly 5:43 Mike on the job of a GTM leader and leading by example 7:07 Andy on MEDDIC as a common language 7:45 Mike on pipeline reviews and stakeholder maps 9:48 Andy on the business strategy of Amazon and working backwards 11:11 Andy on customer feedback and key takeaways on MEDDIC and MEDDPICC 12:28 Mike on talking to your people about pain and delivering value 14:26 Mike on deal reviews and using MEDDIC as a compass 18:17 Andy and Mike on moving down the organisation 19:27 Mike on Champions and why the first person you talk to isn't always the right one 21:03 Andy on Champions and sales culture 22:23 Andy on Champions and the checklist mindset 23:34 Mike on the Champion roadmap journey, competition and being in the wrong room 24:49 Andy and Mike on competition and inertia 27:22 Mike on sales being fun and not a checkbox exercise 28:18 Andy and Mike on losing deals in sales 29:38 Andy asks Mike a question 30:59 Andy on true Champions 31:54 Mike on qualifying out and testing Champions 33:15 Andy on the best salesperson 34:41 Mike on deal reviews and deal trusts 35:37 Andy on POV discovery 42:19 Mike on starting out in sales and climbing the career ladder #MEDDICC #MEDDPICC #SalesLeadership #B2BSales #ForecastAccuracy #SalesEnablement #RevenueGrowth 𝘾𝙊𝙐𝙍𝙎𝙀𝙎 𝘼𝙉𝘿 𝙋𝙍𝙊𝙂𝙍𝘼𝙈𝙎 💻 The MEDDPICC Masterclass: https://hubs.la/Q03BlQvk0 🔵 MEDDICC Enable: https://hubs.la/Q03BlSqq0 𝙎𝙊𝘾𝙄𝘼𝙇 𝘾𝙃𝘼𝙉𝙉𝙀𝙇𝙎 🟦 LinkedIn: https://hubs.la/Q03BlTry0 📸 Instagram: https://hubs.la/Q03BlTVN0 📘 Facebook: https://hubs.la/Q03BlXhM0 🎵 TikTok: https://hubs.la/Q03BlXFm0 🧵 Threads: https://hubs.la/Q03BlZbl0 ❌ X: https://hubs.la/Q03Bl-c80 𝙎𝙒𝘼𝙂 👕 https://hubs.la/Q03Bl_qj0 𝘽𝙍𝙄𝙇𝙇𝙄𝘼𝙉𝙏 𝘽𝙊𝙊𝙆𝙎 📘 MEDDICC by Andy Whyte: https://hubs.la/Q03Bm3yM0 📒 The Female Sales Leader: https://hubs.la/Q03Bm0QC0 DISCLAIMER All materials, including but not limited to videos, documents, presentations, brochures, pamphlets, manuals, guides, and any other informational or promotional content produced by MEDDICC© are protected by copyright laws and are the exclusive property of MEDDICC© 2026

25. That's the number of consecutive Presidents Clubs Lucy Williams-Jones has qualified for. Across some of the greatest companies in our industry, BMC, MongoDB, Datadog and now Astronomer, Lucy has built one of the most consistent and decorated careers in enterprise sales.  In this episode, Andy Whyte sits down with Lucy to unpack what separates a lucky career from a legendary one. From the impact of AI on modern selling to the growing complexity of buying committees, Economic Buyer engagement and what it really takes to build a champion, this is a masterclass in consistency.  You'll learn:  ✅ Why AI is making salespeople lazy and what the best sellers do differently  ✅ How buying committees have grown from 1-2 people to 10-15 and what that means for how you sell  ✅ Why your Economic Buyer should be your champion and how to get there early ✅ The traits that separate A Players from the rest  ✅ How to use MEDDPICC as a personal framework, even when job hunting  ✅ Why you can't build a champion on WhatsApp  🕐 Chapters:  0:00 Introduction  2:06 AI taking away tasks for salespeople, making them potentially lazy  2:58 How would you use AI as a young AE?  3:38 Using AI as a junior analyst  5:20 Discovery calls, new business meetings and AI  6:18 Customers becoming fatigued with AI  7:28 The human element being taken out of sales with AI  8:55 AI tools and automated emails  11:49 Game theory and multiple AI emails  13:12 Sellers and buyers having more data  14:08 A Players vs B Players and becoming the vendor of choice  15:59 The changes in buying committees and Economic Buyers over the last 25 years  17:14 How personas have changed and how that affects MEDDPICC and multiple champions  19:58 How people movement between organisations affects deals  21:09 How prospects may come back to you later in their careers  22:43 Getting to the Economic Buyer and earning the right to discuss with them 25:12 Testing champions  27:28 The traits of a champion and sales not being a linear path  29:20 Champions are funny things  31:28 Deals aren't being done on the golf course anymore  32:08 Maximising your time with a champion  32:59 The five gold coins analogy  35:06 You can't build a champion on WhatsApp  35:43 The rules of engagement with a champion  37:18 The champion and WhatsApp relationship  39:01 Story about an old boss and champion updates  40:14 Fawlty Towers analogy  41:43 Economic Buyers in different sized companies  43:20 Getting the Economic Buyer involved in deals  44:11 Identifying Economic Buyer peers and getting to them early  46:05 Economic Buyer access being part of the process early  47:20 MEDDICC selling to prospects using the behaviours we teach  50:51 Advice for salespeople trying to join A Player companies  52:28 Working for a tech sales startup  54:31 Qualifying companies you interview for  57:18 The Female Sales Leader book  58:02 Going the extra mile in the recruitment process  59:11 Making hiring managers your champion when looking for a new role  🔔 Subscribe for more Masters of MEDDICC episodes, framework breakdowns and sales training content.  #MEDDICC #MEDDPICC #MastersOfMEDDICC #SalesLeadership #B2BSales #EnterpriseSales #AI #EconomicBuyer #PresidentsClub

In this episode of Masters of MEDDICC, Andy sits down with Josh Reiner, VP of EMEA at WIZ. This might be controversial, but Josh doesn’t like leads. In the current landscape, while customers may be coming to you more informed, they also might be coming with more preconceived ideas about what your solution can (or can’t) do. Josh tells Andy all about why it’s more important to be able to go into customer engagements where everyone has an open mind about how to solve the problem.  Technology presents a great advantage to the modern seller, but there is no shortcut that can replace credibility and understanding the data. Andy and Josh talk about how in the wake of AI, sellers need to avoid relying too heavily on tech, when it is our own hard work that will set us up for real success. Great salespeople are uncomfortable being comfortable. Andy and Josh discuss how A-Players are always striving to be better. As Josh says, “A-Players don’t care about money because they have it,” - so the best leaders need to motivate them by challenging them to do their best. We also hear from Josh about how to build a diverse team, a winning culture and more.  Don't miss this episode for an insightful take on what truly drives top sales performers and how to stay ahead in the evolving sales landscape! ABOUT JOSH REINER: Josh Reiner is an accomplished Executive with a stellar track record in the SaaS industry, currently serving as the VP of EMEA at Wiz. He began his career at BMC, playing a key role in the reverse takeover by BladeLogic, which set the stage for his leadership path in the tech sector. Josh further refined his collaborative leadership style at AppDynamics, and later at Zscaler, where he made a significant transition from the US to the UK in 2020 with his family. During his time at Zscaler, he played a crucial role in driving growth and aligning global teams to strategic objectives. In early 2024, Josh joined Wiz to lead the EMEA team, driving adoption of the Wiz Cloud Security Platform. His focus is on enabling faster cloud development by fostering collaboration between security, development, and DevOps teams. Josh champions a self-service model that meets the scale and speed demands of modern cloud development, ensuring efficiency and security are optimized in tandem.` ABOUT ANDY WHYTE: The founder of MEDDICC™ and the author of the five-star rated “MEDDICC’ book, it’s no surprise that Andy has an impressive sales career spanning over 18 years. Andy first started out as a door-to-door, double-glazing salesman where he quickly built up an appetite for sales, hungry for more, he started his B2B career as an SDR, progressing through the ranks to eventually lead the EMEA at Branch before moving on to set up MEDDICC™.  Andy used MEDDIC in multiple companies as an individual contributor and sales leader and even implemented MEDDPICC into two SaaS organisations. Known for his mantra “Nobody ever regrets qualifying out” and his passion for the science and art of sales.  Away from the day-to-day, Andy practices many skills as a chef, sports coach, taxi, and cleaner in his most important role to date - DAD.

In this episode of Masters of MEDDICC, we have the first ever returning guest as friend of MEDDICC and CRO of Team Cymru, Richard Dufty, joins Andy in the studio.  In the modern landscape of our industry, one of MEDDICC’s guiding principles has never been more true: prudent, not parsimonious. When running a business, being smart and using common sense when it comes to business spend is how you ensure longevity. Richard believes that right now, GTM isn’t working as it should, and people need to acknowledge the problems that can create. That’s why it’s more important now than ever to beware the danger of siloes and focus on playing for the team, not the individual. When the whole team has a common language and pulls in the same direction, that’s where success comes from. Check out this episode to hear about how MEDDPICC helps teams work together and keep the focus on value.  More about Richard: Richard moved with Symantec from Sydney Australia to Silicon Valley in 2007 after closing the biggest deal of the year globally. Rising through the ranks Richard helped grow various business units including Managed Security Services to $200M+. Richard then joined AppDirect as their first VP and helped lead them from $1m to $100m in 4 years to unicorn status. He then became CRO of Australian founded, now San Francisco HQ cybersecurity company Arkose Labs and helped them grow 3X in 2 years. He recently joined Team Cymru as CRO, and is excited about the opportunity ahead. When not in SF or traveling around the globe, Richard spends his weekends at home in Southern California with his wife Aya, and kids Chloé, Riley and Noah.

In the latest episode of Masters of MEDDICC, MEDDICC CEO Andy Whyte is joined by Luke Rodgers, VP of EMEA at ComplyAdvantage. Together they cover a wide range of topics on the intersection of MEDDPICC and leadership, including what it takes to be a truly successful leader, and the top mistakes people make when they THINK they’re using MEDDPICC. One thing that stands out: We need to re-analyze the way we think about success. Andy and Luke talk about the bad habits that can arise when leaders focus too much on revenue and not on the ‘how’ of winning. Is it about quantity, or is it about quality? The vast majority of the time, if you ask your customer why they went with your solution, they will say it’s because of your team. Luckily, this episode is bursting with actionable tips to take you (and your team) to the next level.  Luke is VP of EMEA at ComplyAdvantage. Having originally started his career working for Jeremy Duggan (a McMahon prodigy) as the 1st UK AE at AppDynamics in 2013, he claims the Playbook changed his life. While at AppDynamics, he has held numerous international senior leadership positions in AMER and EMEA, pre and post-the $3.7B Cisco acquisition. In 2020 he joined and founded worldwide sales at Instabase, growing ARR by 10x in 3 years. Now he is using the Playbook to help beat financial crime, a $3.5T per year problem for which ~$280B per year is spent fighting it. Unfortunately 1% of criminal proceeds are ever seized, the system is broken and they intend to fix it. Luke is a father of 2 girls and is passionate about using the ICCEE criteria together with a culture of coaching to solve the diversity crisis in SaaS sales. Luke supports multiple children's charities and is an avid mountain biker and lover of all things tech.

In this episode of Masters of MEDDIC, MEDDICC CEO Andy Whyte sits down with Marina Ayton, VP of Strategic Accounts for the UK&I at ZScaler. From an early age, Marina has been inspired to work hard. She tells Andy about what she believes is essential, in any role, to get where you want to be. Succeeding in sales isn’t easy – she and Andy share some best practices for building rapport with customers, especially in this new, predominantly remote environment. Leadership is a large focus of this episode; Andy and Marina dive into the things people don’t know about sales leadership, discussing certain paths people can take to become truly great sales leaders.  Full of useful insights and stories you can learn from, this episode is a must-listen! Marina Ayton is the Vice President of Strategic Accounts for the UK at ZScaler. She is also the founder / co-founder of a number of companies including London Velvet, Enchanted Trees, and more recently founded Pink Diesel. She has an active interest in investing in early stage companies (SEIS and EIS) and was also the Education Chair for Young Presidents Organisation. She is currently a member of the Board @The Prince's Trust RISE program.

SHOWNOTES Get ready for the latest episode of Masters of MEDDICC! Host Andy Whyte chats with experienced revenue leader, Jeff Miller, current CRO of StarTree. Listen and have a chuckle as the two talk about their shared history of selling door-to-door - and what they learned from it. The way you communicate with your customer can make or break a deal or engagement. There are a lot of opinions out there about the best way to do it - product-led or open-source? Either way, Andy and Jeff look at how MEDDIC can underpin it all, and help you explain the value of your solution to your customers. Andy and Jeff discuss how their ADHD acts as a superpower in sales. Jeff, as always, ties it back to the customer, comparing how he explained how his ADHD makes his brain work differently to understanding that every customer will think differently to you.  ABOUT JEFF: Jeff Miller is the Chief Revenue Officer at StarTree, leading the company’s go-to-market strategy across its Sales, Revenue Operations, Solutions Engineering, Customer Success and Product-Led Growth teams.  Jeff brings more than two decades of experience leading, managing and growing successful sales teams and exponentially increasing revenue for high-growth tech companies. Prior to joining StarTree, Jeff served as the CRO of Cockroach Labs, where he helped lead the company to its Series F stage and a $5billion valuation with over 250 customers. He previously served as Senior Vice President of Sales at Hortonworks, leading the organization to become the fastest-growing software company ever to get $100million in ARR and a successful IPO.

In this episode of Masters of MEDDIC, MEDDICC CEO Andy Whyte is joined by Adam Quartermaine to dive into numerous ways MEDDPICC acts as a compass to success, both in your career and in your deals.  Being too wary of the word ‘no’ can be a salesperson’s downfall. Adam talks to Andy about how getting an early ‘no’ can be the key to a final ‘yes’. Development is crucial for sales people, and part of that development comes with failure. As Adam says, “You’ll learn a lot more when it’s hard than you’ll learn when it’s easy.” Adaptability is an essential quality of a salesperson. More and more often, the Economic Buyer is the CFO, so you need to earn their time. Together, Andy and Adam discuss the importance of explaining not what you do and how, but why the Economic Buyer should care. Tune into this episode to hear Adam’s quick tips for selling to the C-suite (and what not to wear).  Adam is GVP Europe at Sprinklr. Prior to Sprinklr, Adam held leadership and AE roles at BMC, BladeLogic, Salesforce and EMC. Adam is passionate about scaling, sales excellence, the recruitment and development of top talent, continuous improvement, diversity & inclusion. Adam is a father of 4, loves sport and is an avid supporter of the Childrens Hospice, Shooting Star.

In this Masters of MEDDIC episode, MEDDICC CEO Andy Whyte sat down with David Weiss to uncover how MEDDPICC utterly transformed the way he sells and why he teaches it to as many people as possible (including people knocking on his door to sell pest control services!). David Weiss has 20 years of experience as a sales leader, and is currently CRO at Sales Collective, a company dedicated to sales transformation. There, he pursues his passion for finding challenges people face and working with them to solve it.  Andy Whyte The founder of MEDDICC™ and the author of the five-star rated “MEDDICC’ book, it’s no surprise that Andy has an impressive sales career spanning over 18 years. Andy first started out as a door-to-door, double-glazing salesman where he quickly built up an appetite for sales, hungry for more, he started his B2B career as an SDR, progressing through the ranks to eventually lead the EMEA at Branch before moving on to set up MEDDICC™.  Andy used MEDDIC in multiple companies as an individual contributor and sales leader and even implemented MEDDPICC into two SaaS organizations. Known for his mantra “Nobody ever regrets qualifying out” and his passion for the science and art of sales.  Away from the day-to-day, Andy practices many skills as a chef, sports coach, taxi, and cleaner in his most important role to date - DAD.

In this Masters of MEDDICC, hosted by Andy Whyte, Richard breaks down how both sales reps and sales leaders can break through emotional and mental barriers to become the best they can be. That can be anything from embracing a stoic approach to the sales rollercoaster to building a strong network to fall back on when times are tough. Richard has taken brave step after brave step, quite literal huge jumps (from Australia to the States!) to pursue that next challenge and embody the mindset of becoming the best he could be instead of embracing comfort. This podcast tells the story of this incredible sales career and explains his learnings along the way. He also talks about some of his favorite deals and the best MEDDIC learnings from them, as well as having to create success in so many different organizations and industries. This is a must-listen for anyone in sales, regardless of whether you are trying to build more mental resiliency, learn how to build a sales super team, or even gain wisdom from deal reviews from a sales legend, who cut his teeth with the very best of them. More about Richard Dufty: Richard moved with Symantec from Sydney Australia to Silicon Valley in 2007 after closing the biggest deal of the year globally. Rising through the ranks Richard helped grow various business units including Managed Security Services to $200M+.Richard then joined AppDirect as their first VP and helped lead them from $1m to $100m in 4 years to unicorn status. Richard is currently CRO with Australian founded, now San Francisco HQ cybersecurity company Arkose Labs and helped them grow 3X in the last 2 years.When not in SF or traveling around the globe, Richard spends his weekends at home in Southern California with his wife Aya, and Kids Chloé (12), Riley (2) and Noah (6 months). More about Andy Whyte: The founder of MEDDICC™ and the author of the five-star rated “MEDDICC’ book, it’s no surprise that Andy has an impressive sales career spanning over 18 years. Andy first started out as a door-to-door, double-glazing salesman where he quickly built up an appetite for sales, hungry for more, he started his B2B career as an SDR, progressing through the ranks to eventually lead the EMEA at Branch before moving on to set up MEDDICC™. Andy used MEDDIC in multiple companies as an individual contributor and sales leader and even implemented MEDDPICC into two SaaS organizations. Known for his mantra “Nobody ever regrets qualifying out” and his passion for the science and art of sales. Away from the day-to-day, Andy practices many skills as a chef, sports coach, taxi, and cleaner in his most important role to date - DAD.

Today on Masters of MEDDICC, we welcome Jason Creane to the show.    Jason Creane has never been one to rest on his laurels and that’s proven by his impressive sales career spanning over 12 years. First starting out in recruitment after back-packing across Nepal to working his way up the ranks to Regional Vice President at Zscaler, all-the-while achieving extraordinary results and even making President’s Club.  In this jam-packed episode, Jason shares so many incredible insights. We’ll take a dive into his career to date, why he chose to leave a well-known business as a top performing individual contributor and how leadership teams can identify team skills.  Be warned - if you like analogies, then you’re in for a treat.  “…I have an uncomfortable desire to achieve my full potential” [00:13] Introduction to Jason Creane and how he started his career in Sales [06:00] Learning curves within first sales role [12:25] Identifying team skills across the leadership team [16:52] How coach-ability can affect attitude [26:30] Why would a top performing IC leave a well-known company [36:30] What came next in Jason’s career  [47:55] Building relationships and champions  [51:08] Jason’s very own MEDDICC Analogy - (Andy approved) [59:12] What is the most important part of MEDDPICC?

Today on Masters of MEDDICC, we welcome Caroline Franczia to the show.    Caroline Franczia has had a succesful career spanning over 15 years in the sales industry, working at brands such as Sprinklr, Datadog and Confluent. Caroline is known for shaking the ground of the tech scaleup world with a revenue architecture approach. A regular columnist for Maddyness, she’s a board advisor, Speaker, startup/scaleup CEO whisperer, and the founder of Uppercut First and we're extremely excited to have her on our podcast!  In this episode, Caroline shares her experience around moving from Individual Contributor to Leadership, how best to manage a team full of your ex-peers and how businesses should take a leap of faith and increase ACV instead of increasing opportunities.  “…My first advice, you're not ready” [00:00] Introduction to Caroline [01:47] Stepping into Management [07:59] Going from IC to Leadership, and managing your ex-peers [10:52] Managing a team and understanding their triggers [14:55] Starting a leadership role with experience [18:49] Pipeline generation and MEDDICC [26:57] Implementing MEDDICC - Strengths and weaknesses

We are extremely excited to get our latest episode of Masters of MEDDICC live, with the EMEA hyper-growth specialist Andy Sadler, GM of EMEA at the mega Imply! 🙌 In this episode, we dig into Andy's epic career in B2B sales that spans over 20 years and includes 16 quarters at PTC and being part of John McMahon's legendary Bladelogic team. Andy's association with the GOAT's of our industry doesn't stop with John, as he has also worked with revenue leadership titan Mark Cranney A two-time CRO, who has been a part of 4x successful exits that have amassed more than $10bn it is no wonder Andy is the person on Andreessen Horowitz's speed dial when they need a leader to launch EMEA operations for one of their portfolio companies.  Andy is a believer in "value-based social selling" and his mantra to success is crystal clear: "focus on the development of staff" and then the results will follow for all, not the other way around!  Andy's go-to-market processes have helped boost revenue for his clients and he's left no stone unturned to show up as a great leader driving growth at every company he's built or worked at.  In this episode, Andy shares how he believes MEDDIC is a personal phenomenon rather than a company ethos, how over time competition has become more complex so effective strategies are key to surviving and how he hires in order to create successful teams.  “…Pick a leader, not a role. If you're going to go into battle you need to pick the right team to be with”  Timestamps:  [00:06] Introduction to Andy Sadler  [00:35] Background on Andy Sadler  [04:00] Software startups, distributed teams, and changing locations represent the second C in MEDDIC [05:36] The art of War and evolving strategies  [10:11] Human behavior aligns to personal wins  [12:38] Understanding Fear and Intelligence in Sales  [15:50] The psychology, science, and stigma in Sales  [27:30] Why just hire the Sevens & the Nines? [35:20] Frameworks over time and the dynamics of The EB & Influence Line  [43:58] Developing and building Champions  [45:28] Enabling teams to go to market  [47:37] Recruitment and legacy  Key Points:  - Transparency is key. Establishing yourself as a salesperson earns you the right to continue a conversation openly.  - Be confident in yourself, your proposition, and the value that you bring to the table.  - While selling, strategy building, and having your facts in place is imperative. You need to have the mentality of stop, learn and then go forward. If you're looking to learn more about the MEDDIC framework and how you can implement it to drive more growth, check out our other videos on the channel.

Today on Masters of MEDDICC, we welcome Lucy Williams-Jones to the show.  Lucy has gained over 20 years of sales experience and is a regional director for Datadog, leading a team of enterprise reps in the UK and Ireland.  In this episode, Lucy shares her strategy behind recruitment that leans heavily upon MEDDIC. We discuss desired traits in potential prospects and dissect what sets a good salesperson apart from a great one!   “…I know that I am engineered as a salesperson deep down.”  Timestamps: [00:08] Introduction to Lucy Williams Jones  [02:09] Background on Lucy [07:24] Criteria for working in a new company [08:33] Misconceptions in Meddicc [09:30] Leaving BMC [12:28] The recruiting process   [13:42] Three traits to look for   [18:43] Learned behavior  [20:32] Being open vs being desperate  [25:21] Measuring success  [31:30] Covid diagnosis [34:21] Personal connections and vested interests [35:52] What have you learned going from individual contributor to leader? [42:22] Underlying talent in addition to MEDDIC [45:05] What is the most important part of MEDDIC [54:54] Using your champion [56:36] Overview of PRV process  Key Points: - Three traits to look for when recruiting potential salespeople 1. Coachability  2, High EQ 3. Affinity for pipelines generation - Remain open and embrace the sales process. Don’t try to cut corners and have confidence in your ability - To become a great leader, one must put themselves in the salesperson shoes, set a scene early in the playbook, and be strong during the discovery stage  - Those most elite salespersons are seen as consultants

The world's most elite sales teams use MEDDIC as a common language across their entire revenues in everything aspect of their engagements with their customers. MEDDIC, or as it is more widely used today as MEDDICC or MEDDPICC is a qualification framework that helps revenue professionals to align their selling process in line with their customers buying process. Specifically, the Who, What, and How of the customer's buying process. MEDDIC helps revenue teams to focus on the following key aspects and use one clear common language to communicate them across their revenue organization: - The stakeholders: Who are they? What do they care about? What is their role? - The challenges or goals that the customer is facing, how you propose to solve them, and the measurable impact of solving them - The customer’s buying process. Right from how they make the decision to even enter into an evaluation process through to the processes they have to go through to move forward with your products or services, through to the subsequent upsells and renewals. Referenced Free Extract from the MEDDPICC Masterclass: How to use Metrics in your first meeting: https://youtu.be/lRwd1zbnENs If you enjoy our content then please leave a rating and subscribe to never miss an episode.