Case Study

Sales Process & Methodology Implementation

A PE-backed marketing technology company transformed sales execution through comprehensive process standardization, implementing MEDDPICC qualification, account planning frameworks, and structured deal reviews across a 22-person sales organization.

100%

Account planning adoption

22 reps

Trained on MEDDPICC

4 months

Implementation timeline

962 Accounts

Analyzed, Prioritized, Named

The Challenge

A PE-backed marketing technology company's sales organization lacked standardized processes, creating significant operational challenges.

Each of 22 reps operated with their own approach to account planning, deal qualification, and forecasting.
No consistent framework for qualifying opportunities or assessing deal health.
Forecast accuracy suffered due to inconsistent commit criteria and pipeline inspection.
Sales managers struggled to coach effectively without common language and methodology.
At-risk deals weren't identified early enough to course-correct.
No standardized approach for strategic account management across 962 named accounts.

Solution

Comprehensive Process Implementation (timeline: 4 months).

Account Planning Framework: Developed template requiring account research, stakeholder mapping, and success criteria for all named accounts.
Territory Planning Methodology: Created prioritization framework to help AEs allocate time, identify white space opportunities, and build coverage plans.
MEDDPICC Qualification: Implemented industry-standard methodology to ensure proper discovery (Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identify Pain, Champion, Competition).
Deal Review Process: Established structured reviews for opportunities >$250K requiring business case, competitive analysis, and close plan.
Weekly Forecasting Cadence: Created standardized forecast calls with clear commit categories and inspection criteria.
Monthly Pipeline Reviews: Implemented regular pipeline inspection to assess early-stage opportunity quality and progression velocity.

Results & Impact

100% adoption of Account Planning framework across the sales team.
Deal reviews caught qualification gaps and competitive risks earlier in the sales cycle.
MEDDPICC became embedded in team vocabulary and weekly coaching conversations.
Pipeline inspection process identified and eliminated low-quality opportunities faster.
Frameworks became core component of new hire onboarding, accelerating ramp time.
Common sales language enabled more effective peer-to-peer coaching and best practice sharing.
Managers gained visibility into deal health and ability to forecast with greater confidence.

Client Feedback

"Before implementing these frameworks, every rep had their own approach—which meant I couldn't effectively coach or forecast. Now we have a common language. When a rep says 'I don't have the Economic Buyer identified,' we all know exactly what that means and how to fix it."

— Head of Sales