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.
Impact and Critical Event are the two most commonly underutilized dimensions. They are also the two with the highest correlation to win rate and deal velocity. SPICED is machine-readable by design. Every dimension maps to a CRM field, a coaching rubric, and an agent prompt.
We enable your agents. We do not build them. Your team owns the stack. We provide the language, the prompt architecture, the scoring logic, and the certification. Three layers working together.
Every rep builds a personal SPICED assistant in Gemini, Claude, Copilot, or ChatGPT on day one. Out-of-the-box content library that works with your existing tools.
SPICED scoring logic, CRM field mapping, and coaching flows inside Snowflake's own agents. We guide implementation. Your AI and IT team builds and owns it.
Agents are trained from Phase 2. Certification at Phase 6 is the quality gate before enterprise go-live, not the start of agent work. Agents improve throughout the engagement.
We run this internally. Our agent Jack is trained on the full Revenue Architecture IP and scores our customer calls. Jack does not just summarize a transcript. He is certified to pull out the nuance of a complex decision criteria or the difference between a critical event and a compelling event.
SPICED as a methodology is deployed at 2,000+ companies. Global Payments is our flagship at-scale deployment. Lance Haffner, CRO, drove it top-down across 2,000 reps through 40 acquisitions and a $24 billion Worldpay integration. Train-the-trainer model. Agentic SPICED at enterprise scale is the pioneer motion we build with you.
Deployed across 2,000+ client organizations. Global Payments ran a train-the-trainer model that became self-sustaining. Frontline managers became the reinforcement system.
Pioneer deployment at enterprise scale. We run this internally with Jack. Snowflake is positioned as the flagship case study. We share the risk of a pioneer motion. That is why the pricing is structured the way it is.
Top-down and systems-first. We enable the 300 instead of training the 4,000. Leaders and agents do the rest. Agents and systems work in parallel from Phase 2 forward, not sequentially.
Alignment workshop. Bowtie as the shared revenue model. Growth diagnostics.
Agent training starts here. Prompt architecture and scoring. Parallel to all human phases.
GTM Diagnostic. Baseline across selling motions. Metrics that matter to growth.
Certification in cohorts of 20 to 25. Eight hours live, two hours async. Coaching focus.
Enablement team certified. Snowflake owns onboarding forever.
Quality gate. Agents have been running since Phase 2. This confirms go-live readiness.
For the 3,400 ICs: three mechanisms in parallel. Asynchronous IP library on your LMS. The manager coaching cadence in every 1:1 and QBR. And the agent itself, which surfaces the missing element in real time. Think of it like learning to play a video game. Training happens through the work, not in a classroom before the work.
SPICED can run behind MEDDPICC. Many of our clients keep MEDDPICC front-facing for qualification and use SPICED in the background as the lifecycle language. The D in MEDDPICC is the same as the D in SPICED. We collapse or expand dimensions based on what your selling motion requires. It becomes the Snowflake Way, not the WbD way.
3,700 people speak MEDDPICC today. No rip-and-replace. We are flexible. Meltwater runs SPICED but goes deep on Champion. Enterprise deals may need separate Decision Criteria and Decision Process. Faster velocity combines them. As long as it is standardized.
SPICED extends to the right side of the Bowtie: onboarding, impact realization, renewal, expansion. MEDDPICC does not serve that terrain. In a consumption model, this is where revenue is re-earned. The AI is fantastic at translating between the two. It minimizes the human behavior change risk.
We do not come from a command-style background. Our approach is flexible. It has to become the Snowflake Way. Tailored to your selling patterns, your technical win requirements, your enterprise complexity. Standardized across your organization, but shaped by you.
Launch is week 18. Everything interesting happens after. The system learns. Every call scored. Scoring feeds the next agent version. Coaching dashboards show each rep's gap to top performer and the projected revenue impact of closing that gap. Personalized role-play scenarios generated from actual customer calls, not generic training.
Agent scores SPICED dimensions on every customer conversation.
Per rep: distance to top performer per dimension. Projected revenue impact of closing each gap.
Personalized role-play from real call data. Tiered competency: level 1, 2, 3 per SPICED dimension.
Quarterly sprints run by FLMs. Top-down metrics tied to team needs. Not vendor-led.
Anonymized cross-customer benchmark. Network effect. The moat.
Reps care about what their peers are doing. Show me their proposal. Show me how they handled that objection. What does it actually sound like? This system serves that in the moment of need, not in a classroom weeks after the need passed.
Skills ranked by the gap between this rep's score and top performers. Start with the largest gaps to unlock the biggest improvements in win rate.
You bring a quantified impact into 10% of your calls. Top reps do it in 90% of theirs. Their win rates are 2.5x higher.
You anchor to a customer milestone in 28% of calls. Top reps do it in 70%. Their win rates are 1.8x higher.
You map the buying committee in 45% of your deals. Top reps do it in 85%. Their win rates are 1.4x higher.
AI is powerful. It also needs guardrails. A common language is the guardrail. 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 12 to 24 months, AI moves from post-call coaching to in-ear coaching during the call to running portions of the call autonomously. Eventually, agents will buy from agents. All of this needs to be true simultaneously. The management layer feels the change first.
A static slide deck playbook is extremely outdated. We need a living system that feeds in insights and serves them back in the moment of need. Your enablement team shifts from content producers to curators, coaches, and system designers. Same headcount. Ten times the leverage.
SPICED agent scores every transcript on five dimensions, pulling nuance, not summaries.
High and low performers flagged. Anonymized. Real call data.
SPICED good vs bad clips. Role-play scenarios from actual customer personas.
Pre-call: similar deal insights. Post-call: what to do next. In the workflow, not in a classroom.
FLMs see team patterns. Coaching moves from anecdote to data.
Exemplars feed the next quarterly agent version. System gets sharper.
The future of enablement is individualized, automated, and triggered by performance data. If someone is weak on Critical Event, they get a role-play scenario from a similar persona on a similar deal. Not a generic module. Not a classroom. This is the adaptive learning promise that AI finally delivers.
This is a new motion for both of us. We have a proposal on the table. We want 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. 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.
How the investment gets more valuable in year two and three. 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. Specific. Dated. Ready to sign.
Matt Kaminski, Managing Director . matt.kaminski@winningbydesign.com . 415.609.7708
Winning by Design . winningbydesign.com . Confidential