MEDDPICC
Manager Coaching Guide
MEDDPICC Field Leaders Coaching Guide
• The objective of the MEDDPICC Coaching Guide is to support the field leaders in helping
AE’s identify weaknesses and gaps in their deals. It will help the account team identify
options and actions to improve win rates.
• 5 Key Questions
- The Guide presents 5 Key coaching questions for each MEDDPCC element and
responses to listen for in determining the strength of our position.
- It is not intended that the field leader asks all 5 questions (although they may) but to
follow up with their own questions to clarify, explore and help the team critically
assess their own position.
- Use the Sales Process & MEDDPICC grid to ask stage-appropriate questions (do
not expect Compelling Event to be fully known at SS2 for example)
- It is key that when gaps and options are identified, that actions are proposed and
agreed upon.
Sales Process & MEDDPICC Grid: Discover, Test, Leverage
Use this grid as a guide to asking sales stage appropriate questions.
Research Stage 0 Stage 1 Stage 2 Stage 3 Stage 4 Post Sale
Metrics
Economic Buyer
Decision Criteria
Decision Process
Procurement Process
Identify Pain
Champion
Compelling Event
N/A
Hypothesis/Discover
Confirm/Test
Leverage/Refine
M E D D P I C C
Metrics
Quantifiable impact(s) of your solution and demonstration of ROI (e.g., cost, efficiency, profit)
5 Key Questions Listen for
1. How well do the outcomes of this project align to CxO goals & strategies, strategic imperatives, KPIs, specific
the company’s strategic drivers and why? Does quantified outcomes, ROI, timescales
the pain outweigh the gain?
2. What is the quantified business problem that Business impact outcomes - cost savings, efficiency gains and
needs to be solved? revenue growth, time to market, customer satisfaction,
employee motivation, time to value – hard numbers
3. Where do you feel the preliminary cost Additional customer value, stronger alignment to strategic
justification could be strengthened? How will you imperatives, value assessment, C-Level participation, BVS,
achieve this? adjacent functions, value chains (customer language)
4. Which of your findings, customer stories and Quantified outcomes/benefits, relevant industries/use cases,
benefits have you shared with your champion?
5. Which other customer functions do you feel could Adjacent functions, Value chains (customer language), CxO
also benefit from this project and how will you personas, AE commitment to action
engage them?
M E D D P I C C
Economic Buyer
Economic Buyer (owner of budget and spending authority) has been identified and met with
5 Key Questions Listen for
1. What is the scope of responsibility for the Transformational change, responsibility for strategic
Economic Buyer and how have you validated imperative, CxO/Functional Head personas, meetings with
this is the actual Economic Buyer? Economic Buyer, evidence of relationship, final sign off
authority, accountable for outcomes, budget owner
2. What are the personal gains for the Economic Career progression, personal KPI performance, cross
Buyer from this project and how does our functional influence, transformation, change
proposition support them?
3. What are the Economic Buyer’s top business Business impact - cost savings, efficiency gains and revenue
outcomes and how would they rank them? growth, time to market, customer satisfaction, employee
Where does this particular problem rank? motivation, time to value, alignment to KPI’s/Strategic
Imperatives
4. How have you validated that the Economic Previous purchases, overridden decisions, discretionary
Buyer has the authority to make a purchase of budget, authority
this size?
5. What questions did the Economic Buyer ask ROI, benefits realized by other customers, time to value,
you? expand options
M E D D P I C C
Decision Criteria
Formal decision-making criteria (technical, political, commercial)
5 Key Questions Listen for
1. How well do Anaplan’s capabilities align to the Influence towards value outcomes, aligned to strategic
customer’s pains, and what could you do to imperatives, commitment to AE action
neutralize any gaps we have?
2. How can you help your Champion influence the Anaplan Strengths - platform, business owned, partners,
criteria to make Anaplan stronger? time to value, flexibility, connected, value chains, vision,
expand options, future value
3. Which of our unique differentiators are in the Business owned, flexibility, outcome focused, extensibility,
decision criteria? platform, fast time to value, partners
4. Where does our Partner strategy strengthen our Transformation, change, industry expertise, experience,
position vs the decision criteria? influence, access, proven ability, regulatory knowledge
5. Which criteria would you try and get the Siloed, point solution, ease of use, coding, on-premise,
customer to weigh more highly to weaken our expansion, ease of deployment, eco-system
competition’s strengths
M E D D P I C C
Decision Process
The evaluation steps, including events and timeline, used to select and purchase a solution
5 Key Questions Listen for
1. Which potential roadblocks and risks have you Decision authority, budget, spend limits, IT Governance,
identified and with whom have you highlighted business case, ROI, Legal, NDA, Coach, Champion,
them? Functional Head, signatories, consensus decision
2. What strategies have you used to coach the MAP, value assessment, exec sponsorship, value outcomes,
customer and partner on the buying timelines? ROI, opportunity cost, go-live date, work back from date,
How is your Champion helping you control the buying timeline, fiscal budgets, renewal dates, identify risks,
process? key dates, business priorities, engagement with key
stakeholders, influence
3. Who is not involved in the buying process who Legal, IT, CIO, CTO, IT Security, Governance, CxO, Functional
you believe should be and how could you Head
engage them?
4. Where do you feel are the key risks in the MAP Commitment, more detail, accountability, ownership,
and where could it be improved?
5. How have you validated who has the final Challenge customer, negotiables, who owns the pain, who
authority on the decision and how will you get benefits most, who cares, KPI owner, ask why, probe, business
them to commit to making the final decision? priorities
M E D D P I C C
Procurement Process
The end-to-end Procurement Process (i.e., steps required by legal, procurement [PO], IT)
5 Key Questions Listen for
1. What do you think are potential roadblocks to Signatories, paperwork, availability, clarity of process, unknown
close and what is your strategy to address participants, sign-off limits, IT, Security, Governance, NDA, SSA,
them? Legal, delegation of authority, spend sign off limits, Security,
challenge, probe, tri-angulation, validation, involve IT, previous
purchases, AE commitment to action
2. What is your strategy for negotiation and close Examples of negotiables (high value to customer low value to us
to maintain our value in the deal? – e.g. Customer Advisory Board, Executive Sponsor), non-
negotiables
3. How do you plan to use your Champion to help Relationship, commitment to outcomes, vested interest
you successfully navigate the procurement
process?
4. How have you established the availability of all Understand process, engage Champion & EB, identify all
key signatories? business owners, understand who is impacted by project
5. Which parts of the procurement process and Head of Procurement, CIO, Validation, MAP, engage Champion
sign-off do you still require more clarity on and & EB
how will you find out this information?
M E D D P I C C
Identify Pain
Identify the Business Pain(s) that Anaplan solves for (what, why, how, who)
5 Key Questions Listen for
1. How does the pain align to the overall strategic Business focused, direct impact on KPI’s, owned by
goals of the business? CxO/Functional Head
2. How well quantified are the pains that you have Consequential/implicated pains, impact on employees /
identified? customers / shareholders, technical pains, business pains,
large quantifiable numbers, specific examples, impact of no
decision
3. How does the pain impact the customer if not Time to market, cost, risk, revenue, profit, market share,
solved within a certain time frame reputational damage, shareholder value, customer
satisfaction, supply chain, business relationships
4. Who cares most about solving the pain and can CxO personas, personal motivations, large quantifiable
you rank personas by impact of pain? examples, impact on P&L or Balance Sheet or Share Price
5. Which other functions are impacted by the pain Adjacent functions, CxO personas
and how will you engage them?
M E D D P I C C
Champion
Identify the Champion, the key player with power and influence who sells on your behalf
5 Key Questions Listen for
1. Why do you feel that your champion has the Authority, influence, reputation, well connected, previous
influence and authority to drive the deal? How experience, examples of change led by Champion,
have you tested your Champion? accountability, change agent, influence with CxO, previous
technology deals
2. How has your Champion been promoting Examples of internal selling, introductions to key
Anaplan internally? stakeholders, requests for information
3. What are your Champion’s personal interests Career ambitions, LOB imperatives, financial
and why do you feel they are specifically helping
you?
4. Does your Champion have any weakness and if Honest assessment of champion
it was necessary, who would be your alternative
champion and how would you engage them?
5. What introductions has the Champion provided Access to information, access to C-suite, advice/guidance,
and how specifically has your Champion helped regular access/engagement with champion
you?
M E D D P I C C
Compelling Event
Event or circumstances driving urgency and the timeline that will translate into gains or savings
5 Key Questions Listen for
1. What is the business impact of this project not Clear deadline date, large quantifiable impact, alignment of
happening or missing its deadline date and how impact to strategic imperatives, personal reputations
well do you feel we have articulated the risks?
2. What impending events are there in the Major initiatives, burning platforms, commitments to financial
customer’s timeline that forces them to solve market, take-over, disposals, new c-suite, competitive
the pain? threats, economy, business risks
3. What internal commitment to outcomes have KPI commitments, Dates, Personal commitments of
been made and by whom on the success of this CxO/Functional Heads, Economic Buyer, Champion
project?
4. Who would suffer the most by the project dates CxO/Functional Head, quantifiable impact & risks, Economic
being missed, and how well do they understand Buyer, Champion, impact to outcomes, opportunity cost
the risks?
5. What compelling events have we created, who Economic Buyer, Champion, C-Levels/LOB Heads, time
cares about them and why? specific offers, negotiables, examples
