Every sales leader can relate to the struggle: There are 20+ sales methodologies* and countless books on the topic, how do you choose the right one for your team? This question has perplexed sales leaders for decades—and it’s one I’ve faced head-on throughout my career.

I love this quote because I’ve found that any good sales methodology is rooted in common sense. It’s rare that a methodology has a “Eureka!” moment (although I highly recommend The Jolt Effect, which does precisely this). Most of the time, a sales methodology invokes a “duh” response from teams.

The purpose of this article is not to recommend the “best” methodology. A couple are great. Some are fine. Most have overlapping concepts. There are a variety of criteria a leader should consider when evaluating a sales methodology.

*I acknowledge that the term “methodology” can be polarizing, as there is much debate as to what constitutes a methodology vs. qualification tool, etc. For the purpose of this conversation, I use the term “methodology” to encompass multiple types of sales strategies.

Considerations When Choosing a Sales Methodology

1. Available Resources

   • If you are a lean organization, there is a high likelihood that you cannot afford to outsource training, and you likely don’t have a robust Enablement team. Therefore, you’ll need to navigate the DIY route. Some methodologies (e.g., SPIN) are perfect for this. In fact, Neil Rackham’s SPIN Selling holds up remarkably well for being published almost 40 years ago. Launching a SPIN book club and hosting recurring SPIN role-play sessions is a quick, easy, and cost-effective way to get started.

   • Other methodologies (e.g., MEDDPICC and Challenger) are best maximized with in-depth training, role-playing, and coaching.

2. Team Alignment

   • As you’ll read about in the next section, I worked at an organization where one methodology didn’t align as well as others, since we were still struggling with our ideal customer profile (ICP—a whole separate can of worms that should precede choosing a sales methodology). You need to have a good sense of your organization before you evaluate which methodology you’ll adhere to.

3. Tracking and Accountability

   • Independent of the methodology you choose, having a reliable system for tracking and accountability is vital. The Four Disciplines of Execution (FranklinCovey) discusses the importance of having a scoreboard that clearly shows who is winning and who is losing.

My Journey: Lessons from Three Sales Playbooks

First Experience: Publicly-Traded Organization – SPIN/BANT

• Challenge: Lacking a unified methodology across the organization and being early in my sales career.

• Solution: I took a self-help approach and adopted SPIN and BANT to guide my efforts. These methodologies were simple, easy to learn, and helped establish a framework for my conversations.

• Lesson Learned: SPIN and BANT were great for quick wins and smaller deals but lacked the depth needed for larger, more strategic opportunities.

Second Experience: Series A Organization – Challenger

• Challenge: Selling a complex product with a unique business model and involving multiple stakeholders.

• Solution: We adopted the Challenger methodology, emphasizing commercial insights, creating convergence, and identifying mobilizers (all specific concepts from the methodology). This approach aligned perfectly with the complexity of our sales process.

• Lesson Learned: Challenger is incredibly effective for enterprise sales but requires significant investment in training, time, and resources. Not everyone is naturally equipped to become a Challenger, so development and coaching are essential.

Third Experience: PE-Backed Organization – SPICED

• Challenge: We needed a methodology that prioritized progress over perfection and could be seamlessly integrated into our tech stack.

• Solution: We deployed SPICED, embedding it into Gong for deal reviews. While we considered MEDDPICC, the difficulty of identifying the “M” made it less feasible for our team’s immediate needs.

• Lesson Learned: SPICED was excellent for qualification and easy to adopt, but it fell short for more complex deals.

Consistency Beats Complexity

Ultimately, the methodology you choose matters less than your team's ability to adopt it consistently. Consistency, adherence, and accountability are the bedrock of success.

No one-size-fits-all methodology exists, but by evaluating your resources, team structure, and tracking mechanisms, you can find one that fits your needs—and scale it effectively. The key is to iterate: double down on what’s working, tweak what isn’t, and stay committed to your north star.

What sales methodology has been most effective for your team? I’d love to hear about your experiences. Let’s keep the conversation going.