What is The SPICED Framework?

SPICED (Situation, Pain, Impact, Critical Event, Decision) is a diagnostic framework that makes customer impact the ultimate goal, at the forefront of all conversations that happen throughout the customer lifecycle.

Most methodologies are used by only one group within the GTM team (BANT used by SDRs, MEDDIC used by AEs). SPICED is a customer-first approach that unifies your entire go-to-market team, meaning that everyone uses the same methodology, language, and goals.

SPICED is purpose-built for recurring revenue businesses, where it is crucial for Sales, Marketing, and Customer Success to all deliver against the customer’s desired impact over the entire course of the customer relationship.


Introduction to SPICED

This short course (~45 minutes) will show you:

  • How to use SPICED to align your GTM team
  • How you can integrate SPICED with your tech stack
  • The transformative effects you can achieve by implementing SPICED across your team

Get more info on the course

Register Here

Upon registering, you will receive an email
with a link to start the course.

The Elements of SPICED



Facts or circumstances relevant to the customer that determine whether the customer falls within your ideal customer profile and what is happening in their world (e.g., size of company, number of employees, software they use, hiring needs, security needs, revenue goals).



The problems the customer is looking to solve by purchasing (or considering to purchase) your product.



The results produced by solving the pain points. These are the outcomes the customer is trying to achieve. Impact can be both emotional and rational.


Critical Event

The specific deadline by which the customer must achieve the desired impact; if they don’t, they will suffer negative consequences. Critical Events drive the customer’s timeline for a purchase.



The people involved in the decision, the process they will follow to reach that decision, and the criteria they will use to conduct their evaluation.

Results from using SPICED

96% OF

are typically not applying a complete methodology.


Improving the skills of those reps would mean driving


The most common mistakes made when implementing a methodology


More than one sales methodology is applied at different points in the sales process. Each methodology does not integrate with the others, leading to confusion and inefficiencies across the sales process.


The methodology is primarily used to help managers forecast, rather than to help guide the salesperson. This results in salespeople not seeing the value in using the methodology, and continuing to use their own individual process and system for working with their customers.


Marketing, Sales, and Customer Success are all using different methodologies, methods and metrics. The teams end up working toward goals that are not in sync with each other, with no uniform system and process to align against.


I now use the SPICED framework within my role each and every day
Lexi temple
Lexi Temple
Corporate Account Executive | AsanaSan Francisco, CA
We have implemented the SPICED methodology, which has really helped our onboarding.
Felix Higgs
Director of Implementations & Support | KnakBritish Columbia, Canada
I implemented the SPICED framework into my calls and it's enabled me to really understand my clients without sounding 'salesy'
Alesia Venuto
Enterprise Customer Success Manager | AsanaSYDNEY, AUSTRALIA

Introduction to SPICED


Is SPICED only for Sales teams?

No! It’s for ALL revenue teams. SPICED aligns your entire GTM team around a common customer-centric framework, including Marketing, SDRs/BDRs, Sales, Customer Success and Revenue Operations.

How is SPICED different from other methodologies?

SPICED does a few key things that other methodologies do not:

  1. It’s purpose-built for recurring revenue companies, pointing the entire revenue team toward the shared goal of getting the customer to their desired impact.
  2. It can be used by ALL revenue teams (AEs, marketing, SDRs, CSMs). Most frameworks enable one particular team or motion (such as BANT for qualification or MEDDIC for AEs). With SPICED, all teams use the same framework, so that they speak the same language and can enable a consistent customer experience, no matter where the customer is in their journey with you.
  3. Better visibility for leadership to make decisions. When all teams are using the same framework, you have consistent reporting across all teams. Clear reporting means that it’s easier for leadership to understand what’s truly happening across the business, where the gaps are, and what decisions need to be made to improve.

Is SPICED a consultative or provocative framework?

SPICED allows for both a consultative and provocative conversation, where the seller asks questions to understand what the customer wants (consultative), and encourages the customer to think differently or see a different perspective (provocative).