🚀 GTM Club Newsletter #13: The Bigger the Fish, the Deeper the Qualification
We introduce enterprise-level qualification frameworks MEDDIC, GPCTBA/C&I, and SCOTSMAN. Building on our previous discussion of more straightforward frameworks, we explore how these complex approaches help sales teams win more prominent deals.
Welcome to GTM Club Newsletter #13. This one builds on the qualification discussion from last month. Today's content for you:
- Similarities between qualification frameworks followed by the introduction of MEDDIC, GPCTBA/C&I, and SCOTSMAN.
- Experts take on enterprise-level qualification (or mainly on MEDDIC, to be more precise).
- Introducing new candidates from the GTM Club Talent Pool.
Similarities Between Qualification Frameworks
Proper qualification of leads and opportunities is crucial for sales success. Many qualification frameworks are available, from BANT and MEDDIC to CHAMP and GPCTBA, and all focus on key criteria that help sales teams identify the most promising targets for increasing revenue.
After analysing eight qualification frameworks, four shared qualification criteria summarise their similarities. Whether you use one of the off-the-shelve frameworks or your own, the best practice is to cover prospects' needs and challenges, decision-makers, financial capability, and timeline in your qualification.
Customer Needs and Challenges: "Can you help me understand the specific challenges your team faces with your current process?" ➡️ To verify that your solution addresses a real business problem.
Decision-Makers: "Can you walk me through your company's decision-making process for technology investments like this?" ➡️ To understand who has the power to make purchasing decisions and how those decisions are made.
Financial Capability: "What is your current budget for this type of solution?" ➡️ To avoid wasting time on prospects who can't afford your solution or whose pain does not justify investment.
Timeline and Urgency: "How does this project align with your strategic goals for the year?" ➡️ To match the prospect's timeline and align your sales process with their decision-making timeline.
The previous newsletter focused on qualification frameworks with a maximum of five letters, including BANT, ANUM, CHAMP, FAINT, and N.E.A.T. All these frameworks cover the criteria above but from distinct points of view, with differences in prioritisation, and, of course, with a naming convention creating an easily memorable acronym.
The devil is in the details when comparing these frameworks!
