The Revenue Framework Built Around Customer Impact
SPICED aligns sales, marketing, customer success, and RevOps around what actually drives decisions: the customer’s situation, pain, impact, urgency, and buying process. It replaces surface-level qualification with a shared, outcome-driven way to grow revenue.
The Framework Powering Modern Revenue Teams
SPICED is Winning by Design’s industry-standard framework for aligning revenue teams around a repeatable, scalable approach to growth. It provides a shared language and structured process to diagnose what’s working, what’s broken, and where to focus — helping teams reduce waste, improve execution, and create buying experiences customers value.
SPICED, Defined
Situation
The customer’s current context — including their business environment, constraints, priorities, and triggers for change — that shapes why this problem exists now.
Pain
The specific friction, inefficiency, or risk the customer is experiencing as a result of their current situation, expressed in concrete, observable terms.
Impact
The meaningful consequences of solving (or not solving) the problem, framed in terms that matter to the business — both rational outcomes and emotional stakes.
Critical Event
The deadline, milestone, or external force that creates urgency and determines when a decision must be made.
Decision
How the customer will make the choice — including stakeholders involved, success criteria, tradeoffs, and the process required to move forward.
Why We Created SPICED
Buying behavior has evolved — but many revenue processes are still stuck in the past. Teams are forced to rely on intuition, outdated stages, and inconsistent qualification to navigate complex decisions.
- Pipelines become unpredictable.
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Real customer problems go undiscovered.
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Processes fail to adapt to how buyers actually decide.
We created SPICED to replace guesswork with a shared, modern framework — giving teams clarity, consistency, and a more predictable way to grow.
What SPICED Enables Across Your Revenue Organization
SPICED provides a shared, customer-centered operating model that helps revenue teams align around how decisions are made, how value is evaluated, and how progress is measured — creating clarity across every stage of the revenue lifecycle.
A Shared Operating Language
SPICED gives teams a common way to describe customer context, priorities, and progress, reducing misalignment between sales, marketing, and customer success.
Clear Customer Context
Conversations are grounded in the customer’s situation and constraints, ensuring teams understand why change matters — not just what is being discussed.
Stronger Opportunity Discipline
By structuring how teams assess urgency, impact, and decision paths, SPICED helps teams focus energy on opportunities that are real, actionable, and worth pursuing.
Consistent Execution
SPICED creates repeatable patterns for discovery, handoffs, and deal strategy, so quality execution doesn’t depend on individual style or experience.
Faster Learning and Coaching
Managers and enablement leaders can coach more effectively when everyone uses the same framework to diagnose issues and improve performance.
More Predictable Outcomes
With clearer signals and shared standards, teams gain better visibility into pipeline health and can forecast and plan with greater confidence.
Introduction to SPICED
This short (45-minute), complimentary course will teach you:
- How to align your GTM team using SPICED
- What changes when SPICED is adopted across your team
- How SPICED integrates with your existing tech stack
Enroll in the Micro-Course
Upon registering, you will receive an email with a link to start the course.
Or, if you want to take it to the next level…
Join Our Discovery Using SPICED Skills Course
LIve, Single-Session Course
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2 hours of live instruction, delivered as a single 2-hour session
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Exclusive Impact Toolkit containing frameworks and best practices
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Industry-recognized certification upon completion
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Maximum cohort size of 25 learners to ensure interaction and engagement
SPICED in Practice
SPICED isn’t theoretical. When applied consistently, it changes how teams diagnose opportunities, align decisions, and execute across the revenue engine. The following examples illustrate how teams using SPICED improve clarity, discipline, and predictability in real operating environments.
Decrease in length of sales cycle
Increase in wins
Increase in ARR year over year
Increase in outbound pipeline share
Helping Revenue Teams Across Modern B2B Become More Customer-Centric
Helping the Best Revenue Leaders
Align Their Teams
Our Certified SPICED Integration Partners — Putting SPICED into Your Existing Tech Stack
Frequently Asked Questions
What is SPICED?
SPICED is Winning by Design’s framework for understanding how customers make decisions and how revenue teams should operate around those decisions. The acronym stands for Situation, Pain, Impact, Critical Event, and Decision — the five elements teams must understand to guide meaningful progress and align execution across the revenue organization.
How does SPICED compare to other sales methodologies like MEDDIC, MEDDPICC, and BANT?
Frameworks like SPICED, MEDDIC, MEDDPICC, and BANT each help teams qualify and advance opportunities, but they emphasize slightly different dimensions of the buying process.
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SPICED prioritizes understanding the customer context and decision dynamics — including situation, pain, impact, critical event, and decision — to align conversations with how modern buyers actually decide. It emphasizes both rational and emotional factors in purchasing decisions and is commonly used across sales, RevOps, and revenue teams.
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MEDDIC and its derivatives like MEDDPICC place heavier emphasis on rigorous deal control, including quantitative metrics, identification of economic buyers, decision criteria, decision process, and internal champion roles in complex sales. These frameworks are especially valued in longer, enterprise sales cycles with multiple stakeholders.
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BANT (Budget, Authority, Need, Timeline) is simpler and works well in straightforward or transactional sales environments, but it may lack the depth needed for nuanced understanding of impact or decision context in modern B2B deals.
In practice, SPICED tends to be more customer-centric and adaptable across stages, while MEDDIC/MEDDPICC are more structured and metrics-driven for complex deals. Some teams even use SPICED alongside or as an enhancement to other qualification frameworks, depending on their sales motion and complexity.
Who is SPICED designed for?
SPICED is used by sales, RevOps, customer success, and revenue leadership teams at B2B companies that want greater alignment, consistency, and predictability across their go-to-market motion.
Is SPICED only for sales teams?
No. While SPICED is often introduced through sales and discovery, it is designed to align the entire revenue organization — including marketing, RevOps, and customer success — around a common operating language.
Can SPICED be used alongside our existing sales methodology?
Yes. SPICED is framework-agnostic and can be layered into existing methodologies, processes, and tooling. It is often used to bring clarity and consistency where other approaches fall short.
How does SPICED integrate with CRM and GTM tools?
SPICED can be embedded into CRM fields, workflows, dashboards, and enablement tools to reinforce consistent usage and improve data quality. Many teams use SPICED to make CRM data more meaningful and actionable.
We’ve also partnered with leading GTM software tools to integrate SPICED into their products.
Is SPICED prescriptive or flexible?
SPICED provides structure without rigidity. It defines what needs to be understood to move a decision forward while allowing teams to adapt how they apply the framework based on context and customer behavior.
How do teams typically adopt SPICED?
Teams usually adopt SPICED through a combination of training, workshops, and enablement — followed by reinforcement through coaching, tooling, and operating standards. Adoption is most effective when SPICED is treated as an operating model, not a one-time training.
Is SPICED backed by real-world data?
Yes. SPICED is built from Winning by Design’s work across thousands of B2B organizations and is continuously refined based on real customer data, observed buying behavior, and operational outcomes.
How does SPICED support forecasting and predictability?
By improving the quality and consistency of customer information captured early, SPICED helps teams assess opportunity health more accurately — leading to clearer pipeline signals and more reliable forecasting.
How can we learn more or implement SPICED?
SPICED can be learned and implemented through Winning by Design’s courses (including the free SPICED micro-course), workshops, or deeper engagements. The right path depends on your team’s size, maturity, and goals.
Implement SPICED in
Your Revenue Organization
SPICED is most effective when it becomes a shared operating language — reinforced through training, tooling, and day-to-day execution. We’ll help you determine the right way to introduce and apply the framework based on your team’s structure, maturity, and goals.