A working conversation on how your 3,700-person global GTM organization transitions to an agentic, consumption-first operating model.
Winning by Design helps GTM organizations design predictable, compounding revenue engines. We wrote the book on Revenue Architecture. Our work is the operating language for thousands of teams across every segment.
In a consumption model, the sale is the starting line, not the finish line. Revenue is re-earned through recurring customer impact. We architect every stage of that journey so impact compounds.
Six models connecting GTM strategy to financial outcomes. Revenue, Data, Mathematical, Operating, Growth, GTM.
Situation, Pain, Impact, Critical Event, Decision. The operating language across the full customer lifecycle.
How leadership teams run the revenue engine with rigor. Coaching, forecasting, QBRs, board reporting.
Customers who achieve measurable impact expand. Customers who do not, churn. Every GTM motion must be architected around impact delivery.
Methodology churn is the number one killer of GTM performance. Choose one operating language, commit to it fully, and reinforce it in every system and every cadence. Half-adopted methodology is worse than none.
Adoption lives in the 1:1, the forecast call, and the QBR. If managers do not coach it, the field will not run it. Leadership owns adoption.
Agents, CRM, and coaching systems only work when they speak the same language as the humans around them. The first requirement of agentic GTM is not better software. It is a common language that every seller, CSM, manager, marketer, and agent understands the same way.
Agents scored on one rubric. Managers coaching to another. CRM fields capturing a third. Each layer is sharper. The signal is noisier.
Agent prompts, CRM fields, manager 1:1s, QBR templates, and coaching rubrics all speak SPICED. Clarity replicates. Signal compounds.
Unlike qualification frameworks built for the sales cycle only, SPICED works from first discovery call through implementation, renewal, and expansion. The impact definition created on the first call is the same definition used at year three.
SPICED is machine-readable by design. Every dimension maps to a CRM field, a coaching rubric, and an agent prompt. It is the only GTM language built to operate inside an agentic system as naturally as it operates in a human conversation.
It begins with the common language. Then the language runs in three places at once. The prompt library every rep can use today. The scoring logic embedded in your internal agents. The certification that gates enterprise rollout.
Every rep builds a personal SPICED assistant in Gemini, Claude, Copilot, or ChatGPT on day one. No new infrastructure required.
SPICED scoring logic, CRM field mapping, and coaching flows inside Snowflake's own agents. We guide. Your team builds.
Before enterprise go-live, we certify your agents score SPICED correctly. No scale without calibration.
We run this internally. Our agent is called Jack. Jack is trained on the full Revenue Architecture IP and scores our own customer calls every week. Happy to demo live.
Two honest answers, because they matter differently. SPICED as the operating language is everywhere. Agentic SPICED, embedded in a customer's own internal agents at enterprise scale, is the emerging motion. Snowflake would be the flagship.
Deployed across 2,000+ client organizations. Global Payments is a flagship train-the-trainer example where frontline managers became the reinforcement system.
Pioneer deployment at enterprise scale. We run this internally with Jack today. Snowflake is positioned as the flagship case study under the Section VII co-marketing terms.
The outcome-aligned structure of our proposal reflects this honestly. We share the risk of a pioneer motion. We are not pitching you on a finished platform. We are partnering with you to define the new category.
Top-down and systems-first. Methodology adoption fails when it starts with the field. We invert that sequence. Leaders first, agents second, managers third, field absorbs through the work.
Alignment workshop. Bowtie as the shared revenue model.
Agent training guidance. Prompt architecture and scoring.
GTM Diagnostic. Baseline across five selling motions.
Certification in remote cohorts of 20 to 25. Six parallel streams.
Enablement team certified. Snowflake owns onboarding forever.
Quality gate before enterprise go-live.
For the 3,400 ICs, three mechanisms run in parallel. An asynchronous IP library on your LMS. The manager coaching cadence in every 1:1 and QBR. And the agent itself, which surfaces the missing SPICED element in real time. The agent is the enablement.
Pick it, stick it, and evolve together. MEDDPICC is a qualification scorecard built for the sales cycle. SPICED is the operating language across the full customer journey. We work with your MEDDPICC investment rather than replacing it, so the transition is additive instead of disruptive.
MEDDPICC qualification fields and talk tracks that are proven stay in place. No rip-and-replace. No parallel double-entry.
SPICED extends coverage to post-sale: onboarding, impact realization, renewal, and expansion. The consumption model is the right side of the Bowtie. MEDDPICC does not serve that terrain. SPICED does.
We have seen this work when leadership coaches SPICED personally in forecast calls and QBRs inside the first 60 days. We have seen it stall when organizations ran it as a training event and never changed the management cadence. We design the deployment to land the cadence change first.
Launch is week 18. Everything interesting happens after week 18. Perpetual methodology is a closed loop. Every call scored. Scoring data retrains the next agent version. Coaching dashboards updated weekly. IP updates flow into the agents continuously during the contract.
Agent scores SPICED dimensions on every customer conversation.
Scoring outcomes retrain the agent on your actual customer voice.
Managers see SPICED progression across their team weekly.
New playbooks and role IP flow into agents during the contract.
Anonymized cross-customer benchmark becomes the network effect.
You are not buying a 2026 methodology. You are buying continuous R&D that runs across thousands of calls per week. That is the compounding.
The honest map. Today, AI is strong at preparation, scoring, inspection, and drafting. Humans still own the moments that make or break the deal and the relationship. In 18 months, the management layer shifts before the rep layer does.
In the 12 to 24 month horizon, AI moves from post-call coaching to in-ear coaching during the call to running portions of the call autonomously. The management layer feels this first and hardest. Reps six to twelve months behind.
Enablement content is no longer authored. It is extracted from the work. Your team stops being content producers and becomes curators, coaches, and system designers. Same headcount. Ten times the leverage.
Gong, Zoom, or direct through your agents.
SPICED agent scores every transcript.
High and low performers flagged and anonymized.
SPICED good vs bad clips, role-play scenarios, coaching cases.
Enablement team curates and publishes.
Exemplars feed the next agent version.
Your enablement function evolves into growth governance. The operating cadence takes over from the workshop.
This is a new motion for both of us. We have a proposal on the table. We want to use the back half of today to refine the offering with you across four pillars.
What counts as adoption for Snowflake? Buyer response, rep behavior, or agent accuracy. We need your ground truth.
The fourth leg most organizations miss. Classroom, roleplay, content, and adoption measurement. The agent layer is the accountability mechanism.
What does good look like at Snowflake, specifically. First 90 days we score your existing call library to set the baseline before anyone is trained.
How the investment gets more valuable in year two and year three without Snowflake paying more. The benchmark is the moat.
Schedule the next conversation with your AI and IT team to walk through the agent architecture and SPICED embedding approach.
Ten customer calls. We run a SPICED scoring exercise against them. You see the output. We establish the baseline before any deployment.
We return with the offering structured around the four pillars you helped shape today. Specific. Dated. Ready to sign.
Matt Kaminski, Managing Director · matt.kaminski@winningbydesign.com · 415.609.7708
Winning by Design · winningbydesign.com · Confidential