A 14-18 week change-management project that installs Force Management's Command of the Message (the value-narrative engine) and MEDDPICC (the qualification engine) as a working operating system for a $10-75M ARR B2B SaaS sales org. Treats methodology as change management, not a training event: VMF authoring, CRM field architecture, deal-stage gates, manager certification with the 2:1 ratio, AI call-coaching reinforcement, MEDDPICC-anchored compensation, hiring rubric, 30-60-90 onboarding, maturity scorecard. T2D3 IP layered on top: Pain-Claim-Gain mapping for the VMF, STOP-framework progression from project to BAU, Syntropy capacity model for cross-functional resourcing. Reference methodology: https://www.forcemanagement.com/. Total scope: 7 modules, 28 sections, 95 tasks, ~599 hours canonical effort (typical-customer expected range 480-580h after CRM-vendor + AI-call-scoring + hiring gates fire). Heavy Productize emphasis (manager rituals, coaching cadence, forecasting cadence).
Navigator-heavy 4-section module establishing executive alignment, current-state diagnostics, buyer-language synthesis, and the VMF authoring charter. OKR design captured per task: O1 (Lift win rate +8pp, ARPA +25%, forecast accuracy within +/-5%, cycle time -15%, discount -30%) and O2 (Install behavior change: 100% MEDDPICC on $50K+ deals weekly, >=85% call scores >=4/5, >=95% weekly manager 1:1s, 100% AE certification, new-hire ramp -34%). 12 tasks at ~85h. The first 4 weeks of the installation - without exec sponsorship and buyer-language ingestion, the VMF is vendor-speak and the methodology dies in 6 weeks.
Half-day executive workshop, baseline KPI capture (win rate, ARPA, forecast accuracy, sales cycle), and stakeholder RACI for the 16-week installation. Locks the executive sponsor (CRO) and the leading indicator being targeted - without exec sponsorship, Force Management installs achieve only 78-85% success.
Kickoff exec workshop: align on the why now
Half-day workshop with CRO, CMO, CPO, CFO, CEO. Walk through Force Management's Command of the Message doctrine (https://www.forcemanagement.com/blog/whats-the-meaning-of-command-of-the-message), name the leading indicator (win rate, ARPA, forecast accuracy, AE attainment) being targeted, set the budget threshold for triggering MEDDPICC, and lock the executive sponsor (CRO). Without exec sponsorship, Force Management installs achieve only 78-85% success - and the 15% that fail almost always lack a CRO running the cadence personally. T2D3 STOP framing: this is the Standardize step that gates everything downstream.
Define success metrics & baseline measurement
Lock the four headline KPIs (win rate, ARPA, forecast accuracy, sales-cycle length) and capture pre-installation baselines from CRM. Use the Oliv.ai benchmark composite (https://www.oliv.ai/blog/command-of-the-message) (10-20% win-rate lift, 25-261% ARPA lift, <10% forecast variance) as the band of expected outcomes; calibrate down for sub-$25M ARR companies. T2D3 layer: measurement is the productize half of STOP - without it the methodology stays anecdotal.
Stakeholder map & RACI for the installation
Build a RACI for the 16-week installation: CRO (A), Sales Enablement Lead (R), RevOps Lead (R), CMO (C), CPO (C), CFO (C), CS Lead (C), Sales Managers (R), AEs (I -> R after training). Reference Force Management's 4-phase rollout structure (https://salesmotion.io/blog/force-management-sales-methodology) and Oliv.ai's 7-step timeline. T2D3 Syntropy mapping overlaid: Navigator owns design; Scribe owns artifacts; Engineer owns RevOps build; Sculptor light involvement on training collateral.
Win/loss audit retroactively tagged against MEDDPICC, AE skill diagnostic from call recordings against the CoM rubric, and competitive landscape audit feeding kill-sheet authoring downstream. Surfaces the failure-letter heatmap and the coachable-vs-exit AE map that determine training emphasis.
Current-state win/loss audit (last 4 quarters)
Pull every closed deal from the last 4 quarters and tag against today's MEDDPICC fields (even if not previously filled). For each lost deal, capture the failure letter (most lost deals fail on E, Champion, or Decision Process per Andy Whyte's MEDDICC at https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707). Output: failure-letter heatmap showing where the org is leakiest. This is the diagnostic that justifies which MEDDPICC letters get the heaviest training emphasis.
AE skill diagnostic (call-recording sample of 3 per AE)
Pull 3 recorded discovery calls per AE from Gong/Chorus and score each against a draft Command of the Message rubric (1-5 on: pain identification, Required Capability articulation, Differentiator surfacing, trap-setting question execution, Proof-Point usage, Champion development, EB outreach). Per Oliv's research (https://www.oliv.ai/blog/command-of-the-message), this is the most predictive single diagnostic of methodology readiness - it surfaces which AEs are coachable vs need exits.
Twenty 30-minute interviews (10 wins, 5 losses, 5 churned) to ground the VMF in real buyer language, then synthesis of buyer-language patterns into ranked PBO list, Negative Consequences list, and verbatim-phrase bank. Prevents the most common VMF failure: a doc written in vendor-speak.
Recruit and run customer interviews (10 wins, 5 losses, 5 churned)
Twenty 30-minute interviews to ground the VMF in real buyer language. Wins: what made you choose us, in your words? Losses: what did the winner say that we didn't? Churned: what business outcome did we fail to deliver? Use the Force Management Value Framework discovery model (https://www.forcemanagement.com/blog/what-is-a-value-framework) - focus on Buyer Priorities, Differentiation, and Proof Points. T2D3 layer: every transcript gets tagged with Pain-Claim-Gain components for direct VMF authoring downstream.
Synthesize buyer-language patterns
From the 20 transcripts, extract the top 5 PBOs (Positive Business Outcomes) per persona, the top 10 Negative Consequences of inaction, and the top 10 buyer-language phrases that should appear verbatim in the VMF. This step prevents the most common VMF failure: a doc written in vendor-speak. Per the Medallia case study (https://www.forcemanagement.com/medallia-case-study), the VMF only works when we say it the way the buyer says it.
VMF authoring workshop charter (cadence, participants, decision rights), Force Management vs internal-lead build/buy decision (gated), internal communications plan with weekly CRO digest, and the 8-failure-mode risk register. Locks the operating contract for the next 4-8 weeks of VMF authoring.
VMF workshop charter & cross-functional roster
Charter the 4-8 week VMF authoring workshop: cadence (twice-weekly 90-min working sessions), participants (CRO, CMO, CPO, top 2 AEs, top SE, top CSM, PMM lead), output (frozen VMF v1), and decision-rights (CMO is the final pen on language; CRO has veto on differentiator claims). Reference Salesmotion's 4-phase outline (https://salesmotion.io/blog/force-management-sales-methodology) and Oliv's VMF authoring weeks 4-8 (https://www.oliv.ai/blog/command-of-the-message).
Force Management vs internal-lead build/buy decision
Decide whether to engage Force Management directly (https://www.forcemanagement.com/) (typical $100K-$475K Year-1 spend per Oliv.ai), use a partner (e.g., MEDDIC Academy at https://meddic.academy/), or run internal-lead with T2D3 IP. Output: signed decision memo with 3-year cost-benefit. T2D3 IP advantage: even with FM, the customer-side reinforcement (M5-M7 of this playbook) is where 80% of the durable behaviour-change ROI lives.
Communication plan to the broader org
Scribe + Navigator 5-section module producing the canonical Value Messaging Framework v1. Structurally mirrors Pain-Claim-Gain: S2.2 IS the Pain-Claim-Gain authoring section - Before Scenarios (Pain), Negative Consequences (Pain quantification), PBOs (Gain bridge), Required Capabilities (Claim) - synthesized into the canonical command-of-the-message-map artifact. Includes persona refresh, ICP definition, trap-setting questions, discovery scripts, proof-point library, differentiator statements, kill-sheets, and the half-day cross-functional ratification workshop. 14 tasks at ~88h.
Refresh the three primary buyer personas (typically Economic Buyer, Champion, technical/user persona) and document two anti-personas with KPIs, Before scenarios, Negative Consequences, After scenarios. ICP defined with 6-8 quantitative filters (industry, size, tech stack, growth signal, geography, deal-size band).
Persona refresh: top 3 buyer personas + 2 anti-personas
Refresh the three primary buyer personas (typically Economic Buyer, Champion, technical/user persona) and document two anti-personas. For each persona: their KPI, their typical Before scenario, the Negative Consequence they wake up worrying about, the After scenario they sell internally. Per Force Management's value-framework guidance (https://www.forcemanagement.com/blog/what-is-a-value-framework), the persona is the spine of the VMF - get it wrong and every downstream artifact is wrong.
ICP definition: ideal-customer profile with quant filters
Define the ICP with 6-8 quantitative filters (industry, size, tech stack, growth signal, revenue band, geography, deal-size band, sales-cycle band). Per Andy Whyte's MEDDICC (https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707), Champion development depends on the rep recognizing whether they're inside ICP - outside ICP, the methodology fights against bad-fit physics.
Structurally Pain-Claim-Gain authoring: Before Scenarios per persona (Pain), Negative Consequences (4-axis: financial/strategic/operational/personal), Positive Business Outcomes per persona (Gain bridge), and the Required Capabilities authoring - the canonical command-of-the-message-map artifact (referenced downstream by ma-integration M3).
Author Before Scenario per persona
Draft the Before Scenario in the buyer's own language for each persona, using the verbatim phrase bank from T1.7. The Before Scenario is the Pain layer of Pain-Claim-Gain - what the buyer's life looks like today, in their words, with the friction they actually feel. Per Force Management VMF doctrine (https://www.forcemanagement.com/blog/what-is-a-value-framework), the test is: a Champion should read it and say 'yes, that's exactly what's happening to me.'
Author Negative Consequences (cost of inaction)
For each Before Scenario, document the Negative Consequences if the buyer does nothing - quantified financial, strategic, operational, and personal consequences. The personal axis (e.g. EB's bonus, Champion's promotion path) is what makes the deal urgent for the human, not just the company. Per the meddicc.com framework (https://meddicc.com/meddpicc-sales-methodology-and-process), this Pain quantification is what makes M (Metrics) defensible.
Per Required Capability, 2-3 trap-setting questions whose only good answer for the buyer points to the differentiated capability, plus the canonical discovery script library (30-min discovery, 45-min deep discovery, 15-min exec-buyer follow-up). Trap-setting question execution is the single best predictor of recorded-call CoM scores.
Author trap-setting questions per persona
Per Required Capability, draft 2-3 trap-setting questions whose only good answer for the buyer points to your differentiated capability. Trap-setting is not manipulation - it is structuring discovery so the buyer surfaces the pain they already have. Per the Oliv.ai writeup (https://www.oliv.ai/blog/command-of-the-message), trap-setting question execution is the single best predictor of recorded-call CoM scores.
Author discovery script & call-flow templates
Build the canonical discovery script - opening, anchor question, 4-6 trap-setting questions in sequence, transition to capabilities, ask for next step. Three variants: 30-min discovery, 45-min deep discovery, 15-min exec-buyer follow-up. Reference the HubSpot practitioner insights on early disqualification (https://blog.hubspot.com/sales/meddpicc-methodology) and the orm-tech 2026 forecast call best practices (https://orm-tech.com/glossary/forecast-call/) for the exec follow-up cadence.
Quantified proof-point library (>=3 per PBO, >=15 total), differentiator statements pressure-tested against competitor narratives, and 1-page kill-sheets per top-5 competitor (including status quo and internal-build). The Gain-layer reasons-to-believe that defend pricing power and shorten cycles.
Build proof-point library (>=3 per PBO)
For each PBO, source >=3 quantified proof points from existing customers (case studies, references, ROI calculations). Each proof point: customer name (or anonymized industry/size), starting metric, ending metric, time-to-value, attributable cause. This library IS the Gain layer reasons-to-believe per Pain-Claim-Gain. Per the Intercom case study (https://www.forcemanagement.com/intercom-case-study), Intercom's proof-point quality is what unlocked their +261% ARPA outcome.
Author differentiator statements
For each Required Capability, draft a 1-2 sentence differentiator statement: what we deliver + that competitors do not + with this evidence. Pressure-test by asking: 'If a competitor saw this statement, could they honestly claim it too?' If yes, it's not a differentiator. Per the Force Management blog (https://www.forcemanagement.com/blog/what-is-a-value-framework), differentiation that survives buyer scrutiny is the highest-leverage VMF artifact.
Build kill-sheets per top 5 competitors
Half-day cross-functional VMF ratification workshop (5 functional leaders sign off), VMF v1 freeze + version + publish to enablement CMS (Highspot/Seismic/Showpad/Notion), and the VMF in 60 seconds 1-page leave-behind. Sets the v2 quarterly review cadence that prevents the 3-quarter decay path.
VMF v1 cross-functional ratification workshop
Half-day cross-functional workshop. Walk through the full VMF (personas, ICP, Before, NCs, PBOs, Required Capabilities, trap-setting questions, proof points, differentiators, kill-sheets). Each function (sales, marketing, product, services, customer success) signs off. Per GitLab's handbook-first model (https://handbook.gitlab.com/handbook/sales/command-of-the-message/), durable VMF requires every function reading from the same doc.
VMF freeze, version, and publish to enablement CMS
Freeze VMF v1, version it, publish to enablement CMS (Highspot / Seismic / Showpad / Notion), and announce. Set the v2 review cadence (quarterly). Per Oliv's research on adoption decay (https://www.oliv.ai/blog/command-of-the-message), versioned, single-source-of-truth VMF storage is the difference between methodology that lives 3 quarters and methodology that lives 3 years.
Authoring of VMF in 60 seconds leave-behind
Distill the VMF down to a one-page leave-behind: per persona, the Pain -> Claim -> Gain in three bullets each. This is the artifact reps actually use mid-call when the buyer asks 'tell me what you do.' Reference t2d3.pro's Pain-Claim-Gain B2B SaaS messaging guide (https://www.t2d3.pro/learn/b2b-saas-messaging) for the one-page distillation format.
Engineer-heavy 4-section module. Without CRM change, training dies in 6 weeks. Includes the downstream-referenced meddpicc-qualification-rubric task (consumed by ma-integration M3 and outbound-sdr-engine M5 SDR-to-AE handoff SLA), deal-inspection-cadence (consumed by sell-side-ma-prep), and forecast-accuracy-cadence (also consumed by sell-side-ma-prep). CRM-vendor branches (Salesforce / HubSpot / MS Dynamics) are mutually exclusive feature gates - exactly one of three CRM gates fires per customer. Includes 0-80 scoring rubric, validation rules, MAP template, forecast categories, pilot + GA rollout, and the packaging of the deployed CRM build as reusable T2D3 IP. 15 tasks at ~118h.
Engineer-heavy CRM build: audit current Opportunity object, design the 8 canonical MEDDPICC fields with required-evidence prompts, the canonical 0-80 qualification rubric (downstream-referenced), CRM deployment, 5-rep 4-week pilot, GA rollout, and the packaging of the deployed CRM build as reusable T2D3 IP. Vendor branches (Salesforce/HubSpot/MS Dynamics) are mutually exclusive gates.
Audit current Salesforce/HubSpot opportunity object & stages
Document every field on the Opportunity object today, every existing stage, every validation rule, every workflow/automation. Output: a current-state architecture diagram and a list of fields to remove (unused), keep (working), or redesign. Per Sales Methods' guide to MEDDIC in Salesforce (https://salesmethods.com/blog/how-to-use-meddic-in-salesforce/), most CRMs already have 30+ unused legacy fields; the cleanup is half the project. Also reference https://www.revblack.com/guides/salesforce-opportunity-stage-flow-exit-criteria-guide for stage-flow audit.
Design 8 MEDDPICC fields with required-evidence prompts
Design the 8 canonical MEDDPICC fields (Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identified Pain, Champion, Competition). Each as a long-text field with an inline help-text prompt: e.g., for E - 'Name + title + last meeting date; if blank, deal cannot move past Stage 3.' Reference the meddicc.com letter definitions (https://meddicc.com/meddpicc-sales-methodology-and-process) and Andy Whyte's evidence rubric (https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707). Add a 9th calculated field - the MEDDPICC score (0-80, 10 per letter).
Build MEDDPICC-to-Salesforce/HubSpot field-mapping templates (T2D3 IP)
Package the deployed CRM build as a reusable T2D3 IP artifact: Salesforce metadata XML + HubSpot equivalent + page-layout JSON + validation-rule library + dashboard SOQL - all parametrized so a future T2D3 customer can deploy in days, not weeks. Per https://salesmethods.com/blog/how-to-use-meddic-in-salesforce/ and https://revengine.substack.com/p/how-to-build-meddicc-scoring-in-salesforce, this is the #1 proprietary IP gap T2D3 fills (Force Management's product treats CRM as customer-side work).
Build MEDDPICC qualification rubric (deal scoring)
Downstream-referenced task - ma-integration M3 sales reconciliation references this slug; outbound-sdr-engine M5 SDR-to-AE handoff SLA references this slug. Build the canonical 0-10-per-letter scoring rubric. For each MEDDPICC letter, define 0 (red, no evidence), 5 (yellow, partial / Champion-validated only), 10 (green, EB-validated with documented evidence). Total deal score 0-80; minimum thresholds per stage (e.g., Stage 4 >=40, Stage 6 >=65). Reference the Weflow.ai green/yellow/red model (https://www.weflow.ai/blog/meddpicc) and Andy Whyte's confidence-scoring chapter (https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707).
Deploy MEDDPICC fields in Salesforce / HubSpot (page-layout + flow)
Build the 8 fields + score field in sandbox, design the page-layout sequence (left-to-right: M-E-D-D-P-I-C-C with score at top), build the Salesforce Flow / HubSpot Custom Object UX. Include conditional visibility (hide the field on early-stage opps until Stage 2). Per Revengine's Salesforce build guide (https://revengine.substack.com/p/how-to-build-meddicc-scoring-in-salesforce) and https://salesmethods.com/blog/how-to-use-meddic-in-salesforce/, the page-layout UX is the difference between 30% and 90% adoption.
Pilot the new MEDDPICC fields with 5 reps for 4 weeks
Pilot the new fields, validation rules, and gates with 5 hand-picked reps for 4 weeks before broad rollout. Capture friction points (page-layout speed, prompt clarity, validation-rule false positives). Per Oliv.ai's adoption research (https://www.oliv.ai/blog/command-of-the-message), pilot programs with top performers are one of the four success-factor variables for FM-style installs.
General-availability rollout to all reps
Roll the refined CRM build to all reps. Includes day-1 walkthrough, recorded training video, FAQ doc, and 2-week hypercare with daily standup for issue resolution. Per Oliv's adoption-decay research (https://www.oliv.ai/blog/command-of-the-message), the first 30 days of GA are when adherence either stabilizes at 80%+ or starts the decay path to 40-50%.
Redesign opportunity stages around buyer events (5-7 stages with named exit criteria), deal-stage gate rubric (cannot move past X without Y - the canonical T2D3 IP artifact), and Salesforce/HubSpot validation rules that enforce the gate rubric. The 12-16h of validation-rule build is what sustains 90%+ MEDDPICC field completeness 6 months in.
Redesign opportunity stages (5-7 stages with named exit criteria)
Redesign opportunity stages around buyer events (not seller activities): typical sequence is Qualification -> Discovery -> Solution Alignment -> Proposal/Validation -> Negotiation -> Closed Won/Lost. For each transition, name the exit criteria - buyer-side evidence that the stage is genuinely complete. Reference the Revblack stage-exit-criteria guide (https://www.revblack.com/guides/salesforce-opportunity-stage-flow-exit-criteria-guide) and Garysmithpartnership stage best practices (https://garysmithpartnership.com/opportunity-stages/).
Build deal-stage gate rubric (you cannot move past X without Y)
Author the canonical gate rubric. Examples: cannot move from Discovery -> Solution Alignment without documented Identified Pain + Champion. Cannot move from Solution Alignment -> Proposal without documented Economic Buyer + Decision Criteria + Metrics. Cannot move from Proposal -> Negotiation without documented Decision Process + Paper Process. Reference the Force Management approach (https://www.forcemanagement.com/offerings/meddicc) and HubSpot practitioner advice (https://blog.hubspot.com/sales/meddpicc-methodology). The rubric is the contract that turns CRM fields from compliance to commitment.
Operating cadence section. Manager-facing pipeline dashboard, deal-inspection cadence (downstream-referenced by sell-side-ma-prep) defining W/M/Q rhythm with agendas, and the buyer-shared Mutual Action Plan template. Recurring rhythm install, not workstream - exempt from 8-task floor per Decision 2.
Build manager-facing pipeline dashboard
Build the dashboard a 1st-line manager opens before every weekly 1:1: per AE, sorted-descending by deal score, with the worst-3-letters-per-deal flagged. Include trend chart for MEDDPICC score by deal over time. Reference Spotlight.ai's deal inspection vs CRM theater (https://www.spotlight.ai/post/deal-inspection-what-separates-real-pipeline-reviews-from-crm-theater) and orm-tech 2026 best practices (https://orm-tech.com/glossary/pipeline-review/) for dashboard structure.
Define deal-inspection cadence (weekly + monthly + quarterly)
Downstream-referenced task - sell-side-ma-prep pipeline-hygiene module references this slug. Define the deal-inspection cadence as a documented operating rhythm. Weekly: 30-45 min manager-rep 1:1 per top deal, MEDDPICC-driven, evidence-not-confidence rule. Monthly: pipeline health review with leadership team. Quarterly: deal-clinic with CRO. Reference orm-tech.com 2026 best practice (https://orm-tech.com/glossary/forecast-call/): 'the single question that drives the call: what evidence do you have that this closes this period?' and rework.com 2026 cadence guide (https://resources.rework.com/libraries/pipeline-management/pipeline-reviews).
Forecast cadence redesign (downstream-referenced by sell-side-ma-prep): weekly rep-to-manager call, bi-weekly rolling forecast, monthly leadership rollup, quarterly board number. Hard rule: every commit deal must have a buyer-side evidence artifact. Plus the three forecast categories (Commit/Best Case/Pipeline) with bright-line MEDDPICC-anchored rules.
Forecast cadence redesign
Downstream-referenced task - sell-side-ma-prep references this slug for forecast cleanup. Redesign forecast cadence: weekly rep-to-manager call, bi-weekly rolling forecast, monthly leadership rollup, quarterly board number. Hard rule: every commit deal must have a buyer-side evidence artifact (signed MAP, email from EB, signature date). Per the orm-tech 2026 forecast call guide (https://orm-tech.com/glossary/forecast-call/), this single rule reduces optimistic commits by 30-40% in Q1. Per Sirocco's 2026 AI-forecast benchmark (https://www.siroccogroup.com/ai-forecasts-hit-81-now-what/), AI-assisted forecasts hit ~81% accuracy vs 63% manual - but only when paired with a disciplined cadence.
Build commit / best-case / pipeline categories with rules
Define the three forecast categories - Commit, Best Case, Pipeline - with bright-line rules. Commit: MEDDPICC >=65/80, signed MAP, EB-confirmed close date. Best Case: MEDDPICC 50-64, Champion-confirmed close date. Pipeline: 30-49. Build the CRM picklist + automation. Per the Clari blog on forecast accuracy (https://www.clari.com/blog/how-cros-can-ensure-forecast-accuracy-with-ai/), bright-line rules outperform manager judgment when calibrated to MEDDPICC scores.
Scribe + Navigator 4-section module. The 2:1 manager-to-rep training-hour ratio is the single biggest lever against post-launch adherence decay (40-50% decay observed in manager-light installs). Manager certification first (2-day workshop, every manager passes a recorded coaching session >=4/5), then AE training in cohorts of 12-15 (3-day workshop), then live-deal-walkthrough certification within 90 days of training (KR2.4 100% target). Cross-functional training for SE/CSM/SDR/Marketing, certification tracking dashboard, quick-reference job-aids, and the train-the-trainer playbook packaged as T2D3 IP. 13 tasks at ~92h.
Manager certification design (2-day workshop curriculum, recorded-call practice library), execution (every manager passes a recorded coaching session >=4/5), and packaging as the train-the-trainer playbook (canonical T2D3 IP for customer self-sufficiency). The 2:1 ratio is what blocks the 40-50% adherence decay observed in manager-light installs.
Design manager certification curriculum (2-day workshop)
Author the 2-day manager certification curriculum: Day 1 morning - VMF deep dive; Day 1 afternoon - MEDDPICC scoring + the gate rubric; Day 2 morning - deal-inspection question bank; Day 2 afternoon - call-coaching scorecard practice with recorded calls. Per Oliv.ai's research (https://www.oliv.ai/blog/command-of-the-message), the 2:1 ratio (2 hours manager training per 1 hour rep training) is what prevents the 40-50% adherence decay observed in manager-light installs. Reference https://www.oliv.ai/blog/force-management-training for the rationale.
Run manager certification workshop
Run the 2-day manager certification with all 1st-line and 2nd-line sales managers. Outcome: every manager passes a recorded coaching session >=4/5 on the call-coaching scorecard. Trap: skipping or compressing this - manager certification quality compounds across every AE they coach. Per the McMahon QSL doctrine (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064), 'the manager is the operating system.' Reference https://www.oliv.ai/blog/command-of-the-message for the certification model.
Train-the-trainer playbook (T2D3 IP)
Package the manager certification curriculum + AE training curriculum + assessment rubrics as a reusable train-the-trainer playbook. This is what lets a future T2D3 customer's enablement team replicate the install without external consultants. Per the Force Management cost analysis (https://www.oliv.ai/blog/force-management-training) ($100K-$475K Year 1), train-the-trainer self-sufficiency is the highest-leverage T2D3 IP investment. Also referenced by country-expansion for local rep enablement and https://www.oliv.ai/blog/command-of-the-message for the underlying model.
3-day AE training (Day 1 VMF + Pain-Claim-Gain authoring, Day 2 MEDDPICC field-by-field with role-plays, Day 3 live deal walkthrough) in cohorts of 12-15 with the manager attending as observer. Plus quick-reference job-aids (printable cheatsheets + Slack bot for in-the-flow-of-work reinforcement).
Design AE training curriculum (3-day workshop)
Design the 3-day AE training: Day 1 - VMF + Pain-Claim-Gain authoring (reps practice telling their own version of the value story); Day 2 - MEDDPICC field-by-field with recorded role-plays; Day 3 - live deal walkthrough using current-pipeline opps. Reference Oliv.ai's 2-3 day workshop format (https://www.oliv.ai/blog/command-of-the-message) and Force Management's published case studies (https://www.forcemanagement.com/medallia-case-study).
Run AE training workshops (cohorts of 12-15)
Run the 3-day workshops in cohorts of 12-15 AEs. Manager attends each cohort as observer (extension of M4 manager certification). Per Force Management implementation guidance (https://salesmotion.io/blog/force-management-sales-methodology), cohorts of 12-15 are optimal - small enough for 5+ recorded role-plays per AE, large enough for peer learning. Reference https://www.oliv.ai/blog/command-of-the-message for the cohort sizing rationale.
Quick-reference job-aids (printable + Slack-bot)
AE certification design (45-min live deal walkthrough scoring 8+/10 on structured rubric), execution (100% within 90 days of training - KR2.4 target; failures get structured remediation), and certification tracking dashboard wiring (status by AE, expiry, score trend, MEDDPICC field completion).
Design AE certification assessment (live deal walkthrough)
Author the rep certification assessment: a 45-minute live deal walkthrough where the AE presents an active opportunity using the VMF + scores it on MEDDPICC + answers manager-led inspection questions. Pass: 8+/10 on a structured rubric. Reference Oliv.ai's certification model (https://www.oliv.ai/blog/command-of-the-message) - recorded role-play + live deal walkthrough together is what separates certification compliance from certification execution.
Run AE certification (every customer-facing AE)
Conduct the live deal walkthrough certification for every customer-facing AE within 90 days of training. Reps who fail twice work through a structured remediation plan with their manager. Per the design brief KR2.4, certification target is 100%. Per Andy Whyte's MEDDICC (https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707), confidence-scoring is what separates professional sales orgs from amateur ones. Reference https://www.oliv.ai/blog/command-of-the-message.
1-day SE training (PBO-aligned demos), 1-day CSM training (CoM-anchored QBRs, MEDDPICC for renewal/expansion), half-day SDR/BDR training (early MEDDPICC letters at handoff - upstream enabler for outbound-sdr-engine M5), and half-day marketing alignment workshop (campaigns mapped to PBOs).
Design SE / Sales Engineer training module
Design 1-day training for Sales Engineers: how to use the VMF in technical discovery, how to align demos to Required Capabilities and PBOs (not feature tours), how to tag MEDDPICC fields they observe. Per Force Management's GitLab implementation (https://handbook.gitlab.com/handbook/sales/command-of-the-message/), SE adoption of CoM is a leading indicator of a successful enterprise-grade install.
Design CSM training (renewal + expansion methodology)
Design 1-day training for CSMs/AMs: using the VMF for QBRs, applying MEDDPICC to renewal and expansion deals, identifying Champion turnover early, harvesting proof points for new sales. Per the Medallia case study (https://www.forcemanagement.com/medallia-case-study), unifying sales and CSM language is what enables a 5x team scale without capability loss.
Design SDR/BDR training (VMF + MEDDPICC handoff fields)
Design half-day training for SDRs/BDRs: using the VMF in cold outreach, qualifying with the early MEDDPICC letters (Identified Pain, Champion proxy), populating MEDDPICC fields at handoff. Cross-ref: the SDR-to-AE handoff SLA in outbound-sdr-engine Playbook 6 M5 references our MEDDPICC field set - this training is the upstream enabler. Per Hyperbound.ai SaaS ramp benchmarks (https://www.hyperbound.ai/blog/30-60-90-day-ramp-plan), structured BDR training contributes 30%+ of a CRO's pipeline-quality lift.
Navigator-heavy 4-section module. The behavior-change engine: McMahon's QSL doctrine - the manager IS the operating system. 80-question deal-inspection bank (10 per MEDDPICC letter), 1:1 deal-review template, Champion test rubric, CoM call-coaching scorecard (7 dimensions x 1-5), the two-calls-per-week coaching cadence (the threshold below which adherence decays), AI call-scoring platform selection (Gong/Chorus/Momentum/Oliv) with auto-population of MEDDPICC fields and pre-call AI coach. Manager scorecard, CRO skip-level 1:1s, recorded-call library (5 best-in-class + 5 anti-pattern), and coaching-escalation playbook for under-performing AEs. 13 tasks at ~71h.
80-question deal-inspection bank (10 sharp questions per MEDDPICC letter designed to surface evidence vs assumption), 1:1 deal-review template (30-45 min agenda), and Champion test rubric (5-item checklist - have you asked them to do something hard for you, did they?). Behavior-change foundation for the manager coaching layer.
Author deal-inspection question bank (10 per MEDDPICC letter)
Author a question bank of 10 sharp questions per MEDDPICC letter (80 questions total), each designed to surface evidence vs assumption. Examples: M - 'What metric will the EB report up to the board?'; E - 'When did you last meet with the EB, not via the Champion?'; Champion - 'If the deal stalled, who would push it forward without your call?' Reference Andy Whyte's MEDDICC (https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707), meddicc.com framework (https://meddicc.com/meddpicc-sales-methodology-and-process), and HubSpot practitioner insights (https://blog.hubspot.com/sales/meddpicc-methodology).
1:1 deal-review template (30-45 min agenda)
Author the canonical 1:1 deal review agenda: 5 min commit-list review, 25 min top-3-deals deep dive (driven by the 80-question bank), 10 min red-deal triage, 5 min coaching note. Reference the orm-tech 2026 forecast call agenda (https://orm-tech.com/glossary/forecast-call/) and Spotlight.ai's distinction between deal inspection and CRM theater (https://www.spotlight.ai/post/deal-inspection-what-separates-real-pipeline-reviews-from-crm-theater).
Champion test rubric (the ask them something hard test)
Author the Champion test rubric. Per Andy Whyte's chapter on Champion development (https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707) and AppDirect's MEDDICC breakdown (https://www.appdirect.com/blog/decoding-meddicc-andy-whyte-breaks-down-the-3-key-parts-to-selling), the canonical test is: have you asked them to do something hard for you (set up an EB meeting, share an internal slide, push back on a competitor in the next committee), and did they? If no - they're a coach, not a Champion. The rubric is a 5-item checklist managers use during 1:1s to validate Champion claims.
CoM call-coaching scorecard (7 dimensions x 1-5 = 35 total - canonical T2D3 IP), the two-calls-per-week coaching ritual (threshold below which adherence decays to 40-50%), and the recorded-call library (5 best-in-class + 5 anti-pattern annotated calls for manager certification and AE training).
Call-coaching scorecard (CoM 1-5 on 7 dimensions)
Author the CoM call-coaching scorecard. Seven dimensions, 1-5 each (35 total): pain identification, Required Capability articulation, differentiator surfacing, trap-setting question execution, Proof Point usage, Champion development, EB outreach + audible-readiness on objections. Per Oliv.ai's reinforcement framework (https://www.oliv.ai/blog/command-of-the-message), this scorecard run on 100% of calls (via AI) is what drives the lasting 82-91% adherence vs the 40-50% manual-environment decay. Reference https://www.forcemanagement.com/blog/what-is-a-value-framework for the dimension definitions.
Manager 1:1 ritual: the two calls per week coaching cadence
Lock the cadence: every manager scores 2 recorded calls per AE per week, debriefs in the 1:1, captures one specific coaching note per AE. Per Oliv.ai's adherence research (https://www.oliv.ai/blog/command-of-the-message), 2-calls-per-week is the threshold below which adherence decays to 40-50%. Above it, sustained 80%+ becomes feasible. Per McMahon's QSL doctrine (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064), 'uncoached reps don't improve.'
AI call-scoring platform selection (Gong/Chorus/Momentum/Oliv with auto-population requirement), the AI prompt set authoring (CoM 7-dimension + MEDDPICC 8-letter calibrated to >=85% agreement with human scorers - canonical T2D3 IP), auto-population integration into Salesforce/HubSpot, and pre-call AI coach configuration.
Select & integrate AI call-scoring platform (Gong / Chorus / Momentum / Oliv)
Evaluate Gong, Chorus, Momentum, Oliv. Decision criteria: (a) custom scorecard support for the M5.4 rubric, (b) auto-population of MEDDPICC fields into Salesforce/HubSpot, (c) coverage of 100% of calls (not 10-15% sample), (d) cost. Per the Weflow vs Gong 2026 comparison (https://www.getweflow.com/blog/weflow-vs-gong-meddic) and Oliv's analysis of Gong limitations (https://www.oliv.ai/blog/gong-limitations-challenges), the auto-population requirement is what disqualifies platforms that 'tell reps what to do but don't do it for them.' Reference https://help.gong.io/docs/gong-ai-for-scoring for Gong scoring details.
Author AI call-scoring prompt set (CoM + MEDDPICC)
Author the prompt set the AI platform uses to score calls against the M5.4 rubric. Per CoM dimension: 2-3 LLM prompts that extract evidence from the transcript ('did the rep ask a trap-setting question for capability X?'). Per MEDDPICC letter: 2-3 prompts ('did the buyer name a quantified pain figure?'). Reference Glyphic.ai's MEDDIC AI consistency research (https://www.glyphic.ai/post/how-ai-can-ensure-consistent-execution-of-meddic-a-game-changer-for-sales-teams), Weflow's 250+ prebuilt MEDDIC/CoM prompt library (https://www.getweflow.com/blog/weflow-vs-gong-meddic), and https://help.gong.io/docs/gong-ai-for-scoring.
Manager scorecard (% AEs receiving weekly 1:1s, average call-coaching score per AE, MEDDPICC completion per team, % commit deals with documented EB), CRO monthly skip-level 1:1 cadence (the only reliable detector of manager-driven CRM theater), and the coaching-escalation playbook (30/60/90 path for under-performing AEs).
Build manager scorecard (manager-of-managers metric)
Build a scorecard for managers (not AEs): % of AEs receiving weekly 1:1s, average call-coaching score per AE in their team, MEDDPICC field completion rate per team, % of commit deals with documented EB. Per McMahon's QSL doctrine (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064), holding managers accountable to coaching outcomes (not just quota attainment) is what builds a learning organisation.
Skip-level 1:1 cadence (CRO -> AEs, monthly)
Establish the CRO's monthly skip-level 1:1 with each AE: 30 min, ungated by the manager, focused on (a) what's getting in your way, (b) walk me through your top deal MEDDPICC. Per the orm-tech CRO 2026 best-practice guide (https://orm-tech.com/glossary/forecast-call/), skip-level cadence is the only reliable detector of manager-driven CRM theater.
Coaching escalation playbook (under-performing AE)
Author the escalation pathway for an AE persistently scoring <3/5 on call coaching after 60 days: 30-day improvement plan with named coaching milestones; 60-day intensive coaching with daily check-ins; 90-day exit if no improvement. Reference McMahon's 'recruit for attitude, coach for skill' doctrine (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064) - fairness requires a documented path AND a documented timeline.
T2D3 proprietary IP layer. Force Management treats reinforcement as customer-side work; T2D3 owns it. 4-section module covering: cadence calendar (D/W/M/Q rhythm), reinforcement playbook (master doc), MEDDPICC-anchored comp accelerators (1.5x on >=65/80 deals; 0.7x dampener on <40/80), 6-month SPIF schedule, T2D3 maturity scorecard (5 dimensions x 5 STOP levels, anchored), quarterly maturity review ritual, quarterly recertification, VMF v2 refresh, lost-deal autopsy + win-deal harvest templates, annual board-review pack with ROI demonstration, and cross-playbook reconciliation runbook for downstream consumers (ma-integration, sell-side-ma-prep, country-expansion, outbound-sdr-engine). 12 tasks at ~60h.
Operating cadence section. Canonical D/W/M/Q cadence calendar (canonical T2D3 IP), the master reinforcement playbook (cadence + scorecard + AI prompt set + call library + recertification + comp + maturity scorecard), and the cross-playbook reconciliation runbook (downstream consumers map for ma-integration, sell-side-ma-prep, country-expansion, outbound-sdr-engine). Cadence section - exempt from 8-task floor per Decision 2.
Cadence calendar: daily / weekly / monthly / quarterly
Author the canonical cadence calendar. Daily: AE updates MEDDPICC after each customer call (auto-populated, AE confirms in 30s). Weekly: manager 1:1 deal review (per T5.2); rep-to-manager forecast call. Monthly: pipeline-health review with leadership; CRO skip-levels. Quarterly: QBR + recertification + VMF refresh. Reference orm-tech 2026 forecast-call best practices (https://orm-tech.com/glossary/forecast-call/) and resources.rework.com 2026 cadence guide (https://resources.rework.com/libraries/pipeline-management/pipeline-reviews).
Reinforcement playbook (the master document)
Compile the master reinforcement playbook: cadence calendar + manager scorecard + AI prompt set + call library + recertification cadence + comp accelerators + maturity scorecard. This is the single doc a customer's CRO uses to keep methodology alive year 2 and beyond. Per Oliv.ai's adoption-decay research (https://www.oliv.ai/blog/command-of-the-message), this artifact is the difference between methodology that survives 3 quarters and methodology that survives 3 years.
Cross-playbook reconciliation runbook (for downstream playbooks)
Document how downstream playbooks consume this playbook's artifacts. ma-integration references meddpicc-qualification-rubric and command-of-the-message-map for sales reconciliation (https://www.forcemanagement.com/meddicc-maturity-framework). sell-side-ma-prep references deal-inspection-cadence and forecast-accuracy-cadence for pipeline hygiene. country-expansion references the train-the-trainer playbook + AE interview rubric for local rep enablement. outbound-sdr-engine M5 references the MEDDPICC field set for handoff SLA.
MEDDPICC-anchored comp accelerator design (1.5x commission on deals scoring >=65/80 MEDDPICC at close; 0.7x dampener on <40/80 - canonical T2D3 IP gap fill that Force Management treats as customer-side) and 6-month SPIF schedule for tactical behaviour drivers in the first 90 days post-launch.
Comp-plan accelerator design (1.5x on >=9/10 deals)
Design comp-plan accelerators tied to MEDDPICC quality, not just dollar volume. Example: 1.5x commission on deals scoring >=65/80 MEDDPICC at close (the 'high-quality bonus'); 0.7x on deals <40/80 (the 'low-quality dampener'). Per the design brief proprietary IP gap (#3), this is a T2D3-owned artifact. Reference Remuner's MEDDPICC-comp integration (https://www.remuner.com/blog/meddpicc-sales-methodology/) and the design-brief specification.
SPIF design: tactical incentives for VMF/MEDDPICC adoption
Design tactical SPIFs to drive specific behaviours in months 1-6: $500 SPIF for the first AE to log all 8 MEDDPICC fields on 5 deals; $1000 SPIF for first call recorded scoring 5/5 on all 7 CoM dimensions; team SPIF for highest weekly MEDDPICC field completion. Per Force Management adoption research (https://www.oliv.ai/blog/command-of-the-message) and Remuner's SPIF integration (https://www.remuner.com/blog/meddpicc-sales-methodology/), SPIFs accelerate the first 90 days of behaviour change.
Roll-up section. T2D3 maturity scorecard (5 dimensions x 5 STOP levels, anchored - canonical T2D3 IP), quarterly maturity review ritual, and annual board-review pack demonstrating ROI year-over-year. Synthesis + governance, not new production - exempt from 8-task floor per Decision 2.
Maturity scorecard (T2D3 STOP-aligned)
Author the T2D3 maturity scorecard. 5 dimensions (CRM adoption, manager coaching, AE skill, leadership rhythm, hiring rigor) x 5 levels (1 Standardize -> 2 Templatize -> 3 Optimize -> 4 Productize -> 5 IP-ized). Each cell has anchored evidence definitions. Adapted from Force Management's MEDDICC Maturity Framework (https://www.forcemanagement.com/meddicc-maturity-framework) but mapped to T2D3 STOP framework. Per the design brief proprietary IP gap (#6).
Quarterly maturity review ritual
Lock the quarterly ritual: CRO, Sales Enablement, RevOps, and 1st-line managers re-score the 5x5 scorecard, document movements, and pick 2 cells to advance next quarter. Per Oliv's research (https://www.oliv.ai/blog/command-of-the-message), explicit progression targets per quarter is what avoids the plateau-at-level-3 trap most installs hit.
Annual board-review pack: methodology ROI demonstration
Author the annual board pack demonstrating ROI: baseline -> current win rate, ARPA, forecast accuracy, sales cycle, discount rate. Maturity scorecard year-over-year. Per the Click Software case study (https://www.oliv.ai/blog/command-of-the-message) (sustained ~100% forecast accuracy 8 quarters; 1000% bookings growth) and Veracode +10% quarterly growth, the annual board review is what justifies year-2 reinvestment.
Cadence section. Quarterly recertification curriculum (90-min refresh + role-plays), VMF v2 refresh process (quarterly buyer-language signal ingestion), lost-deal autopsy template (run on every loss >$50K), and win-deal harvest template (proof-point + best-practice harvest on every win >$50K). All recurring rituals - exempt from 8-task floor per Decision 2.
Quarterly recertification curriculum
Author the quarterly recertification: 90-min refresh covering VMF updates, common coaching themes from prior quarter, top-3 lost-deal autopsies, recorded role-play. Reference Oliv.ai's quarterly refresh model (https://www.oliv.ai/blog/command-of-the-message) - recertification is what blocks the methodology drift that creeps in once new hires join and old ones forget the muscle memory.
VMF v2 refresh process (quarterly)
Define the quarterly VMF refresh process: ingest new buyer-language signals (from won/lost deals, customer interviews, market shifts), refresh PBOs/proof-points/differentiators, version the doc, re-publish. Per Force Management's GitLab implementation (https://handbook.gitlab.com/handbook/sales/command-of-the-message/), the VMF must be a living document - frozen VMFs go stale within 2 quarters of competitive shift.
Lost-deal autopsy template
Author the lost-deal autopsy template: per loss, document which MEDDPICC letter failed, which CoM dimension was weak, which competitor narrative we lost to, and one actionable lesson. Run on every lost deal >$50K. Per Andy Whyte's MEDDICC (https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707) and the meddicc.com framework (https://meddicc.com/meddpicc-sales-methodology-and-process), lost-deal autopsies feed VMF refresh and continuous coaching.
Scribe + Navigator 3-section module. Hiring against the new methodology language; 30-60-90 onboarding tied to certification. Entire module gated on customer.activates_hiring_module - fires when new-hire pipeline active or company in growth-hiring mode; defers to first material rep hire otherwise. Canonical AE interview rubric (8 dimensions x 1-5), 50-question behavioural bank, mock-deal panel, 30/60/90 plans (Learn/Apply/Accelerate), buddy program, manager hiring rubric, continuous skill plans, career pathing, onboarding KPI dashboard, recruiter briefing pack, SDR-to-AE mobility track, performance management policy refresh, bi-annual blind calibration, and the full hiring + onboarding playbook packaged as T2D3 IP. 16 tasks at ~60h.
Canonical AE interview rubric (8 dimensions x 1-5 anchored - canonical T2D3 IP, also referenced by country-expansion for local-AE hiring), 50-question behavioural bank mapped to the rubric, mock-deal panel for final-round (live demonstration is the highest-validity hiring signal), and the external recruiter briefing pack that filters 60-70% of resume noise pre-internal-interview.
AE interview rubric (methodology-language scorecard)
Author the canonical AE interview rubric, structured around CoM and MEDDPICC. 8 dimensions x 1-5 anchored: pain identification skill, audible-readiness, Champion-development experience, MEDDPICC fluency, value-articulation skill, coachability, intellectual curiosity, professional grit. Per McMahon's QSL (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064) ('recruit for attitude, coach for skill'), the rubric must weight learnability over experience. Also referenced by country-expansion for local-AE hiring (https://meddicc.com/meddpicc-sales-methodology-and-process).
Behavioural interview question bank
Author 50 behavioural questions mapped to the 8 rubric dimensions. Examples: 'Walk me through a deal where you discovered the wrong Economic Buyer mid-cycle - how did you recover?'; 'Describe the hardest thing you ever asked a Champion to do.' Per Andy Whyte's MEDDICC (https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707), MEDDICC-language interviews surface MEDDICC-fluent candidates.
Mock-deal panel (final-round assessment)
Design the final-round mock-deal panel: candidate is given a brief and asked to (1) draft a Pain-Claim-Gain talk-track, (2) present a 15-min discovery call to the panel role-playing as buyer, (3) score the deal on MEDDPICC. Panel scores against the rubric. Per Oliv.ai's hiring research (https://www.oliv.ai/blog/command-of-the-message), live demonstration is the highest-validity hiring signal - an order of magnitude above resume signals.
Recruiting partner / agency briefing pack
Author the briefing pack for external recruiters / agencies: methodology language ('we run CoM + MEDDPICC; reps need to articulate Pain-Claim-Gain in their first interview'), rubric, behavioural questions, mock-deal brief. Filters out 60-70% of the resume noise before internal teams interview. Per the Salesmotion analysis of FM ecosystem hiring (https://salesmotion.io/blog/force-management-sales-methodology), methodology-language briefing is what makes external recruiters actually useful.
30-day Learn phase (VMF deep-read, MEDDPICC course, call shadowing, CRM/tools onboarding), 60-day Apply phase (training workshop, role-plays >=4/5, 5 live discovery calls with debrief), 90-day Accelerate phase (8-12 active opps, certification, 3+ pipeline opps generated), buddy program (peer mentorship), and the onboarding KPI dashboard tracking ramp-time / cert pass rate / time-to-first-deal.
30-day onboarding plan: Learn
Author the 30-day Learn phase: VMF deep-read + quiz (day 1-5), MEDDPICC self-paced course + checklist (day 6-10), shadow 8 calls across 3 AEs (day 11-15), CRM and tools onboarding (day 16-20), product training (day 21-25), and CoM rubric self-assessment + first manager 1:1 (day 26-30). Reference Asana's 30-60-90 plan template (https://asana.com/resources/30-60-90-day-plan) and Hyperbound.ai's SaaS-ramp benchmarks (https://www.hyperbound.ai/blog/30-60-90-day-ramp-plan).
60-day onboarding plan: Apply
Author the 60-day Apply phase: AE training workshop attendance (day 31-35), recorded role-plays scoring 4+/5 (day 36-45), first 5 live discovery calls with manager debrief on each (day 46-55), MEDDPICC scoring on first 5 active opps (day 56-60). Per muchbetter.ai's onboarding research (https://muchbetter.ai/blog/sales-onboarding), the Apply phase is where structured deliberate practice produces 34%+ ramp-time compression vs unstructured onboarding.
Manager-of-managers hiring rubric (manager hiring deserves 8x the rigor per McMahon), per-AE continuous-skill-development plan (2 of 7 CoM dimensions per quarter), career pathing (AE -> Sr AE -> Strategic AE -> Manager), SDR/BDR-to-AE internal-mobility track, performance management policy refresh (90-day cert / 6-month coaching score / 12-month win rate), bi-annual cross-team blind calibration, and the full hiring + onboarding playbook packaged as T2D3 IP.
Manager-of-managers hiring rubric
Author the rubric for hiring sales managers: in addition to the AE rubric (T7.1), score on coaching skill (live coaching session), 2:1 ratio understanding, deal-inspection question fluency, manager scorecard literacy. Per McMahon's QSL (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064), 'the cost of a bad sales manager is 8x the cost of a bad AE - manager hiring deserves 8x the rigor.'
Continuous skill development plan (per-AE)
Author the per-AE continuous-skill-development plan template. Each quarter, manager + AE pick 2 of the 7 CoM rubric dimensions to focus on; document 3 deliberate practice activities; review at next QBR. Per Oliv.ai's adoption-decay research (https://www.oliv.ai/blog/command-of-the-message), continuous skill development is what blocks the second-year plateau most installs hit.
Competitive landscape audit (kill-sheet inputs)
Document the 5 most common alternatives the buyer considers - including status quo and internal build, per the MEDDPICC competition definition (https://meddicc.com/meddpicc-sales-methodology-and-process). For each: their narrative, their typical objections to us, our verifiable differentiation. Output feeds the VMF Differentiator section and the trap-setting questions in M2.
Plan the internal narrative: all-hands announcement at week 0, weekly digest from CRO, quarterly success-story share. The change-management research is unambiguous - methodology installs without internal storytelling die. Use Pain-Claim-Gain for the internal comms too: Pain (we leave $X on the table), Claim (CoM + MEDDPICC), Gain (predictable revenue + premium pricing). Reference oliv.ai's 7-step adoption framework (https://www.oliv.ai/blog/command-of-the-message).
Risk register & mitigation plan
Capture the top 8 known failure modes from the research synthesis: training-without-CRM-change, no manager rituals, no exec sponsorship, manual-data-entry burden, champion confusion, late-stage-only application, ignored Paper Process, hiring against old rubric. Per failure mode, name the mitigation owner and the leading indicator of recurrence. Reference https://www.oliv.ai/blog/command-of-the-message and https://blog.hubspot.com/sales/meddpicc-methodology. T2D3 layer: this register becomes the input to the M6 maturity scorecard.
Author Positive Business Outcomes (PBOs) per persona
For each persona, document 3-5 Positive Business Outcomes - the financial / strategic / operational outcomes the buyer will achieve, expressed in their language. PBOs map 1:1 to MEDDPICC's Metrics letter and are the bridge from Pain to Claim. Per Force Management's CoM frame (https://www.forcemanagement.com/blog/whats-the-meaning-of-command-of-the-message), reps that lead with PBOs (rather than features) get measurably more C-level engagement.
Author Required Capabilities - the Claim layer (Command-of-the-Message map)
Downstream-referenced task - ma-integration M3 references this slug for sales reconciliation. For each PBO, document the Required Capability needed to deliver it. The Required Capability is not a feature - it is a buyer-language description of what the solution must be able to do. This is the Claim layer of Pain-Claim-Gain. The full mapping (Persona x Pain x PBO x Required Capability x Differentiator x Proof Point x Metric) is the Command-of-the-Message map - the canonical artifact other GTM workstreams reconcile against. Per the Medallia case study (https://www.forcemanagement.com/medallia-case-study), this is the artifact that lets you scale a sales team 5x without losing capability.
For each top-5 competitor (including status quo and internal-build), draft a 1-page kill-sheet: their narrative, their typical objections to us, our trap-setting question, our differentiator + proof point, recommended landmines (questions to plant in the buyer's mind). Reference the meddicc.com competition definition (https://meddicc.com/meddpicc-sales-methodology-and-process) - Competition includes anything competing for the budget, not only direct vendors.
Build Salesforce/HubSpot validation rules tied to gates
Code the validation rules that enforce the gate rubric in CRM. Salesforce: validation rule per stage transition. HubSpot: required properties per stage. Each rule fires a clear error message ('Cannot move to Proposal - Economic Buyer field is empty'). Per the salesmethods.com guide (https://salesmethods.com/blog/how-to-use-meddic-in-salesforce/) and https://www.revblack.com/guides/salesforce-opportunity-stage-flow-exit-criteria-guide, this 12-16h of build is what sustains 90%+ MEDDPICC field completeness 6 months in.
Mutual Action Plan (MAP) template
Author the buyer-shared Mutual Action Plan template - every step from now to signature, with owner, due date, and Champion sign-off. The MAP is the operational artifact of MEDDPICC's Decision Process letter. Per HubSpot's practitioner insights (https://blog.hubspot.com/sales/meddpicc-methodology) and Andy Whyte's MEDDICC (https://www.amazon.com/MEDDICC-ultimate-guide-staying-complex/dp/1838239707), the MAP is what separates 'the deal will close in Q2' from 'we genuinely know when this closes.'
Author quick-reference job-aids: 1-page MEDDPICC cheatsheet, 1-page Pain-Claim-Gain talk-track, 1-page trap-setting question pocket card, plus a Slack bot that returns a relevant trap-setting question on /coach <persona>. Per Oliv's research (https://www.oliv.ai/blog/command-of-the-message), in-the-flow-of-work reinforcement is what blocks adherence decay.
Build certification tracking dashboard
Build the dashboard tracking certification status by AE, certification expiry (quarterly recert per M6), call-coaching score trend, and MEDDPICC field-completion rate. Per Oliv.ai's adoption-decay research (https://www.oliv.ai/blog/command-of-the-message), the leading-indicator-on-certification dashboard is what enables proactive intervention before quarter-end performance suffers.
Marketing alignment workshop (campaigns to PBOs)
Half-day marketing alignment workshop. Marketing reads from the same VMF: every campaign anchored to a PBO + Required Capability + proof point. Per Force Management's Value Framework guidance (https://www.forcemanagement.com/blog/what-is-a-value-framework), organisational alignment across sales / marketing / services using shared customer language is the #1 success factor.
Recorded-call library: 5 best-in-class + 5 anti-pattern calls
Curate a library of 5 best-in-class calls (5/5 on each CoM dimension) and 5 anti-pattern calls (clear failure modes - feature-dump, skipping trap-setting, leading with price). Use in manager certification and AE training. Per the Medallia +72% deal-size case study (https://www.forcemanagement.com/medallia-case-study), reference call libraries are the highest-leverage onboarding asset for new hires. Reference https://www.oliv.ai/blog/command-of-the-message for the curation rationale.
Pre-call AI coach (just-in-time framework guidance)
Configure the AI platform's pre-call coaching agent to surface the relevant trap-setting questions, missing MEDDPICC fields, and Champion-test gaps 15 min before each customer call. Per Oliv.ai's four-touchpoint reinforcement model (https://www.oliv.ai/blog/command-of-the-message), pre-call agents are the touchpoint with the highest behaviour-change yield because they intervene before the call.
Auto-populate MEDDPICC fields from call transcripts
Build the integration that auto-populates the 8 MEDDPICC CRM fields after every customer-facing call. AE reviews and confirms in 30 seconds vs 10-15 minutes manual entry. Per Oliv.ai's research on adoption decay (https://www.oliv.ai/blog/command-of-the-message), manual data entry is the #1 cause of MEDDPICC abandonment under quota pressure - auto-population is the fix.
Win-deal harvest template (proof points + best practices)
Author the win-deal harvest template: per win >$50K, capture quantified outcome metrics (for the proof-point library), Champion behaviours (for VMF refresh), trap-setting questions that worked. Mirrors the lost-deal autopsy. Per Force Management's value-framework guidance (https://www.forcemanagement.com/blog/what-is-a-value-framework), continuous proof-point harvest is what keeps the VMF differentiator section credible quarter over quarter.
90-day onboarding plan: Accelerate
Author the 90-day Accelerate phase: take ownership of 8-12 active opps (day 61-70), complete certification (live deal walkthrough, T4.5; day 71-80), first independent close attempts and pipeline-build accountability (day 81-90). Pass criteria: certified, MEDDPICC compliant on owned deals, >=3 pipeline opps generated. Per Apollo.io's 30-60-90 sales plan guide (https://www.apollo.io/insights/30-60-90-sales-plan), Day 90 should be 'operational independence with manager safety net,' not 'fully ramped.' Reference https://www.hyperbound.ai/blog/30-60-90-day-ramp-plan for the SaaS benchmark.
Onboarding KPI dashboard (ramp-time tracking)
Build the onboarding-KPI dashboard tracking ramp-time, certification pass rate, time-to-first-deal-closed, and call-coaching-score-by-tenure. Per Hyperbound.ai's SaaS benchmark (https://www.hyperbound.ai/blog/30-60-90-day-ramp-plan), instrumented onboarding outperforms uninstrumented by 34% on ramp time.
Buddy program design (peer mentorship)
Pair every new hire with a top-performing peer (a 'buddy') for the first 90 days. Buddy commits to weekly 30-min check-ins, ride-along on at least 2 deals, and one shadow per week. Per muchbetter.ai's research (https://muchbetter.ai/blog/sales-onboarding), peer mentorship contributes 50%+ of new-hire retention.
Career-pathing for AEs (Sr AE -> Strategic AE -> Manager)
Document the AE -> Sr AE -> Strategic AE -> 1st-line Manager career path with explicit promotion criteria (tied to CoM scores, MEDDPICC scores, win rate, ARPA). Per McMahon's QSL (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064), explicit career pathing reduces voluntary attrition by 30%+ for top performers.
Internal-mobility track for SDR/BDR -> AE
Document the SDR/BDR -> AE internal-mobility track: 12-month minimum tenure, certification on MEDDPICC qualification (the early letters), pass the AE mock-deal panel. Per McMahon's QSL doctrine (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064), internal SDR-to-AE pipeline is the single most reliable AE pipeline; methodology-language gating ensures quality.
Performance management policy refresh
Refresh the AE performance-management policy to align with methodology: 90-day check-in tied to certification pass; 6-month review using the call-coaching scorecard; 12-month review using win rate / ARPA / forecast accuracy / MEDDPICC compliance. Per the McMahon QSL doctrine on PIPs (https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064), performance management with documented objective criteria is what makes hiring rigor humane.
Bi-annual AE skill calibration (cross-team blind scoring)
Twice-a-year cross-team blind calibration: every manager scores 5 AE calls not from their own team against the CoM rubric. Identifies inter-rater drift (the same call scored 3 by one manager and 5 by another is a calibration bug). Per Oliv.ai's research on coaching drift (https://www.oliv.ai/blog/command-of-the-message), cross-calibration is what keeps the manager scorecard honest.
Hiring & onboarding playbook package (T2D3 IP)
Package T7.1 through T7.15 as a reusable T2D3 IP product: AE rubric, behavioural questions, mock-deal brief, 30-60-90 plans, buddy program, manager rubric, recruiter briefing pack, performance management policy, calibration template. Per Force Management's case studies (https://www.forcemanagement.com/medallia-case-study) (Medallia ramped 5x while sustaining capability), packaged hiring + onboarding IP is among the most-replicated artifacts across customer engagements. Reference https://www.oliv.ai/blog/command-of-the-message for the packaging rationale.
