This article comes from a debate, ‘The Sales Methodology Debate: How to Select the Right One for Your Organization’, held at our October 2022 Sales Enablement Festival, check out the full unedited discussion here.

Implementing an effective sales methodology is crucial for organizations looking to scale their sales processes and achieve sustainable growth. But with so many options on the market, how do sales leaders know which methodology is right for their business?

In a recent panel discussion, sales enablement experts: 

  • Teri Long, VP of Global Revenue Enablement at Mindtickle, 
  • Tom Cheryian, Director of Revenue Enablement & Operations at Rattle, 
  • Carly Lehner, Senior Director, RevOps and Enablement at Andela,  

Gathered together and shared their insights on selecting, rolling out, and optimizing sales methodologies based on their diverse experiences.

Here are some of the key takeaways from their lively debate on this complex but critical topic … 👇

  • To methodology or not
  • Comparing methodologies
  • Adapting methodologies for SaaS vs. non-SaaS
  • Enlisting marketing as a methodology partner
  • Right-sizing your methodology
  • Sales methodologies for emerging industries
  • Rolling out methodologies for maximum buy-in
  • Final thoughts 

To methodology or not

One of the first questions sales leaders wrestle with is whether they even need a defined sales methodology. According to our experts, the answer depends largely on the company's stage of growth.

As Carly Lehner explained, Andela is currently a Series B business that uses BANT (budget, authority, need, timing) for opportunity qualification but doesn't leverage it well. The lack of a solid methodology hasn't hindered Andela's success so far though. 

However, implementing BANT more rigorously could likely optimize sales conversions. In Carly's view, methodologies can be effective if implemented properly, but may not be an absolute necessity in early growth stages.

Tom Cheryian also emphasized that an effective methodology promotes communication alignment across sales, marketing, customer success and other departments. 

For OwnBackup's (in Tom’s previous role) complex technology, having a shared framework enabled by the Winning by Design methodology has been invaluable in getting all teams on the same wavelength.

Teri Long advised looking for signals like increased focus on sales metrics and deal velocity. Formalizing the sales process via an established methodology can provide structure, repeatability and improved conversion rates. 

According to Teri, methodologies become more important once companies start closely tracking and trying to optimize their sales funnel metrics.

💡The key takeaway:

Methodologies aren't absolutely necessary from the start, but can drive major benefits once organizations reach sufficient scale and complexity. 

As Tom put it, having a methodology makes things better, but you can still get business done without one early on. Proceed with eyes wide open.

Comparing methodologies

With so many sales methodology frameworks to choose from, the trick lies in finding one that fits your tech, team and customers.

OwnBackup went through an extensive RFP process and ultimately selected Winning by Design (WBD). 

Tom cited WBD's suitability for SaaS businesses, open source content model and holistic approach spanning the entire customer journey. 

The methodology also aligned with recommendations from OwnBackup's investors.

Andela currently uses BANT for its simplicity in qualifying opportunities. However, Carly shared that most Andela deals end with "losing to nobody" rather than losing to competitors. 

To tackle this indecision challenge, Andela is layering in concepts from Dixon and Adamson's new book, Jolt.

Teri advocated taking a hybrid approach based on the sales team's specific needs. Her current company employs MEDDIC for opportunity qualification while integrating Sandler Training's sales psychology. 

They continually refine the methodology mix as buying challenges shift.

According to Teri, you've got to be aware and cautious about what will work best for your situation.

💡 The key takeaway:

Rather than defaulting to the latest trendy methodology, carefully evaluate your company's unique requirements and tailor accordingly. One size does not fit all.

Adapting methodologies for SaaS vs. non-SaaS

Sales methodologies must align with the nature of the sale, which differs significantly between SaaS and non-SaaS businesses.

For SaaS companies, Teri finds methodologies like MEDDIC better suited for technical, complex sales, while Sandler Training excels for simpler, transactional sales. 

The complexity of the technical requirements is a key factor.

Meanwhile, Carly's past roles in staff augmentation required less technical selling where straightforward frameworks like BANT provide helpful guardrails without overcomplicating things.

Tom emphasized that regardless of industry, the methodology should unite marketing, sales, services and beyond through a shared framework and vocabulary that enables alignment.

💡 The key takeaway:

Industry and sales complexity should drive your methodology evaluation. Define your must-haves before pursuing an option.

Enlisting marketing as a methodology partner

What's the best way to get marketing teams invested in a new sales methodology? Involve them early and often, urged the experts.

Tom explained that marketing content and messaging often need to adapt based on sales methodology stages. 

Loop in marketing when selecting and designing a rollout to incorporate their insights upfront. Failing to involve marketing early on risks misalignment across the customer journey.

Carly stressed that product marketing, in particular, should align on product positioning and messaging. This amplification makes selling much easier.

According to Teri, a key pitfall is marketing feeling that a new methodology is being forced on them. Get their input from the start to foster buy-in across departments. 

Teri emphasized that marketing should never be an afterthought.

💡 The key takeaway: 

A sales methodology touches the entire customer journey. Marketing should be viewed as a partner.

Right-sizing your methodology

For tiny startups, implementing a full sales methodology might seem excessive. How should early-stage companies scale their sales process?

The experts agreed that metrics and consistency matter more as headcount and revenue grow. 

Teri advised first understanding customers' buying journey and decision criteria, as this informs what qualifiers and frameworks will accelerate sales velocity.

Carly cautioned against over-engineering your process too early. What works for two reps likely won't for 200. Focus on refining messaging and positioning first.

According to Carly, approaches that work at a small scale often fail as companies grow.

Tom encouraged experimentation to identify what messaging resonates and drives pipeline. 

As the sales process standardizes, it naturally evolves into a methodology. In Tom's view, early-stage startups should focus more on experimenting with effective messaging rather than methodology.

💡 The key takeaway:

Don't put the cart before the horse. Master positioning and messaging before layering on a comprehensive methodology.

Sales methodologies for emerging industries

For companies pioneering a new product category, sales methodologies like SPIN must overcome prospects' lack of awareness. How should these organizations adapt their approach?

Teri encouraged focusing on targeted lead nurturing content that anchors value, as this equips sales to drive earlier adoption. Concepts from challenger-style sales methodologies can also be helpful here.

Rather than applying a methodology as the sole solution, Tom and Carly pushed companies to first analyze their messaging, market positioning and more. Educating the market likely requires a broader enablement effort.

According to Tom, cracking a new category is about much more than methodology.

💡 The key takeaway:

For new companies, resist viewing methodology as a silver bullet, thoroughly evaluate your broader sales engine first. Messaging and positioning rule.

Rolling out methodologies for maximum buy-in

Perhaps most importantly, the panelists emphasized change management while rolling out sales methodologies. How do you ensure a methodology sticks?

Teri insisted on first fully diagnosing the problems you aim to solve, otherwise a new methodology could fall flat or exacerbate challenges.

Interview stakeholders at all levels to uncover pain points. Don't skip this critical step, Teri warned.

Carly advised using data like the sales velocity equation to clearly articulate the rationale and projected ROI of a methodology shift. This builds leadership alignment and adoption. 

According to Carly, data-backed business cases are key for driving change.

Tom positioned sales methodology as one key lever within the broader enablement framework. To gain buy-in, demonstrate how the methodology integrates with content, tech stack, onboarding and more. Avoid positioning it as a silver bullet.

💡 The key takeaway:

A methodology shouldn't be viewed as a quick fix. Thoroughly investigate root causes, make the ROI case and take an integrated enablement approach to drive change.

Final thoughts 

Distilling the insights from Teri, Tom and Carly, implementing an impactful sales methodology requires research, strategic thinking and flawless execution.

Selecting the right sales methodology is tricky, but so rewarding when done right! With the right methodology as your guide, communications align, revenue growth accelerates, and your sales engine hums.

You now have insights from the experts to develop a methodology strategy tailored to your business. We covered a lot of ground, from startups just finding their footing to mature enterprises looking to optimize.

With so many options now available, get creative in your evaluation process. Experiment, collect data, keep tweaking - the possibilities are wide open! 

Implemented thoughtfully, your methodology unlocks alignment, repeatability and high-velocity growth. 

We hope this lively discussion provided valuable insights to help you select and tailor the ideal framework. Happy methodology hunting!