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

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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.

Seeing people using Decision Criteria incorrectly is heartbreaking, because this element of MEDDPICC can truly unlock success in your deals. In this episode, the MedMen dive into everything that people get wrong with Decision Criteria.

Andy and Pim explore common errors people make when approaching the Decision Criteria, such as assuming that customers will always possess them and that once identified, these criteria remain set in stone. Remember, you are a professional seller, but your customer is not a professional buyer! It is your responsibility to guide them to the best solution for their needs.

If you have any questions about influencing Decision Criteria, or any suggestions of what you’d like to see the Med Men cover next, make sure to comment below!

Until next time - cheers! 

ABOUT MED MEN:

Med Men is a MEDDICC MEDIA production, where CEO Andy Whyte and CRO Pim Roelofsen dive into aspects of the MEDDIC framework, and look good doing it.

In this episode, Pim chats with Harriet MacEacharn from Darktrace about a groundbreaking deal that highlights the significance of multi-threading. Taking about 18 months from beginning to end, with 4 million TCV, it was one of the biggest deals in EMEA at the time.

As is the true sign of an elite dealer, when Harriet looks back at this deal, despite her not using MEDDPICC at the time, she recognizes its pivotal elements as driving forces behind the deal's success. Talk about a killer framework!

Throughout the episode, Harriet shouts out different members of her team who engaged with various stakeholders. Their hard work provided invaluable insights that shaped the deal’s trajectory. Tune in to uncover the true power of an amazing and reliable team.

ABOUT HARRIET:

Harriet has been in sales for 8 years, becoming a key part of Darktrace’s successful growth story when she joined the company five years ago.

Regularly in the top 5 UK performers throughout her tenure, Harriet has continued to improve and develop and as of 2023 now holds the title of Worldwide Sales Rep of the Year, beating over 600 of her colleagues in sales to the title, with total new business bookings for FY22/23 over $12,000,000.  

As a Senior Account Director in the Enterprise Team, Harriet heads up a team of high performers and is responsible for their upskilling and development whilst also retaining her own targets.

ABOUT ELITE DEALERS:

Elite Dealers is a MEDDICC MEDIA production brought to you by our very own CRO, Pim Roelofsen, where he talks with leading sales professionals across the industry where they share their best deals and what made their deals so special.