Categories: Sales Messaging | Sales Transformation | Company Alignment | MEDDICC
Scaling a B2B tech company isn’t all about getting more revenue. In fact, unpredictable growth can cause a promising company to nosedive by making big bets that it can't follow through on. To scale successfully, you need a repeatable system that allows you to forecast revenue accurately and consistently deliver on value to retain revenue. Many organizations and their leaders struggle with these same questions as they target the next level of growth:
- How do we keep teams aligned and productive as we grow and add new talent?
- How do we improve forecasting accuracy and revenue predictability?
- How do we ensure our strategy translates into measurable board outcomes like higher Average Contract Value (ACV), Annual Recurring Revenue (ARR) growth and reduced Customer Acquisition Cost (CAC)?
1. Executive Alignment
Creating the conditions for scalable growth starts with alignment at the top. When leadership teams align on shared success metrics and the behaviors that drive success, the results are felt across the organization: higher sales productivity, improved forecasting accuracy, and improved margins. Many leaders feel that they are aligned with their executive peers, but functionally, it may be a different story. Ask yourself:
- Are cross-functional leaders chasing departmental goals, or actions that tie directly to board-level metrics like ARR and CAC?
- Does everyone speak the same language in the context of the four essential questions for defining your solution's value and differentiation?
- Do all executive leaders agree on the behaviors and processes that will produce the desired organizational outcomes, and do their actions reinforce those behaviors with their teams?
The qualification framework MEDDICC is often thought of as a seller's tool, used for testing the strength of deals at the qualification stage — but at Force Management, we approach MEDDICC as a foundational framework for how the sales process is executed, coached and talked about across the company.
The power of MEDDICC is multiplied when there is top-down alignment on its language and processes. Aligning on this framework means leadership understands the process that teams are using, the behaviors managers are coaching to, and the criteria that are used to progress deals through the pipeline and forecast. When that happens, the executive team gets better visibility into pipeline activities and greater confidence in the forecast, which they can use to drive board confidence.
That's what drove leaders at Caveonix, a hybrid cloud security and compliance provider, to invest in operationalizing MEDDICC to align their revenue teams and create a sustainable foundation for forecasting and growth. "As the executive team, what are we asked about? How fast are sales motions going? How long are you staying in each stage? What’s your ACV, what’s ARR growth? That's ultimately what a board or investors care about," says Brian Mongeau, VP of Finance and Ops at Caveonix.
"[Our MEDDICC investment] had a direct impact on our ability to accelerate deals, get higher ACV, bring in better year-over-year metrics, and reduce sales cycles. It affected how we went through tactical and operations-level actions. But the impacts were strategic, and we're able to change the conversation that we have at a very high level with our own board and with prospective investors.”
Hear Brian dive deeper into the impacts of the repeatable process on predictability throughout their organization:
2. Cross-Functional Alignment
Executive alignment is a fundamental step, but it's not everything. To scale effectively, your entire revenue team — pre-sales, sales, technical teams, customer success and beyond — must operate in sync. Misalignment in the customer journey often leads to churn, missed upsell opportunities, and revenue leak. Today's most successful organizations enable cross-functional go-to-market teams as a singular revenue-driving unit. Consider these questions:
- Are your sales, success, and technical teams aligned on a customer value-focused language and process?
- Does each role have a clear success profile and defined trigger criteria for handoffs and collaboration?
- Do you have a repeatable process that connects initial sales motions to renewals and expansions without losing critical insights?
Caveonix faced these problems, leading to challenges driving consistency in complex technical sales processes. They tackled this by training their entire cross-functional GTM team on MEDDICC, ensuring that everyone shared a common language and process for moving deals through the pipeline. This approach improved the customer experience and allowed their teams to show up informed, efficient and hyper-focused on customer outcomes. That directly impacted their ability to drive renewals and upsells, contributing to a 200% increase in Net Revenue Retention.
"Everybody here thinks of themselves as in sales," says Brian Mongeau. "We think of a sales motion as continuing from the day the lead is generated all the way through renewal, and then it starts again. So we not only apply MEDDICC in the initial sales motion, we continue to apply it in the follow-on sales motion. And because we all speak the same language and have the same foundation, we're able to take learnings from the initial sales motion into the expansion or renewal and accelerate that cycle as well."
Here, Brian breaks down how cross-functional alignment has transformed the way Caveonix operates:
3. Team-Level Alignment
The real test of scalability happens at the individual level. Many leaders make the mistake of assuming that once a methodology is introduced, adoption will naturally follow. In reality, without intentional reinforcement, teams often revert to old habits — especially under the pressure of ambitious revenue goals and real-time customer conversations.
It's easy for teams to check a box, but do they know how that deal criteria is actually executed and verified within the customer conversation? Creating an adoption plan increases the ROI of your enablement intiative by reinforcing content in a way that's applicable and relevant for teams. To operationalize MEDDICC (or any methodology) at the team level, leaders need to focus on three critical levers:
- Structured Onboarding and Training: Every individual contributor should have clarity on the process, language, and success behaviors expected, especially new hires. This means embedding methodology training into onboarding and ongoing talent support not as a one-time event, but as part of a structured learning plan.
- Continuous Coaching: Managers are the linchpin for behavior change. Equip them with tools and frameworks to coach consistently, verify execution in real customer conversations, and identify gaps early. AI-driven insights and deal health analytics can make this process scalable and data-driven.
- Measurement and Accountability: Define clear success profiles for each role and track adoption metrics tied to revenue outcomes such as improved qualification accuracy, shorter sales cycles, and higher ACV. When managers can connect these behaviors to measurable results, accountability becomes part of the culture.
Caveonix understood this and built a program for onboarding, continuous learning, and coaching to support their growing talent force. Standardizing training meant new hires ramped faster, managers had a clear model for measuring performance, and the entire team operated from the same playbook. This consistency allowed them to accelerate productivity and maintain alignment even as they scaled.
Hear Brian break down how the repeatable process helps them support their growing teams for greater productivity:
Turning Alignment into Measurable Growth
The defining quality that separates elite, high-growth companies from the rest is three levels of alignment: the executive level, across the organization, and within teams. When organizations are unified at all three levels, they're better able to execute on growth objectives and clearly predict and attribute success for board member and future investors.
For Caveonix, the benefits of alignment include a 94% decrease in CAC and an over 500% increase in ACV. Their teams are producing more revenue at lower cost, and they're doing it faster than ever before. That's the alignment difference. Read more about Caveonix’s transformation and watch the full interview with Brian Mongeau in the full Caveonix Case Study.
