Criteria
When training our internal sales teams, we use the MEDDPICC sales methodology to focus on the right deals. As a partner, you can apply a shortened version, MEDDIC, to align your sales practice with Klaviyo’s approach and win more deals.
- Metrics (M): Measure of quantifiable business value
- Economic buyer (E): Who has discretionary use of funds
- Decision criteria (D): Requirements considered in decision
- Decision process (D): Steps involved to evaluate and select a solution
- Identified pain (I): Compelling drivers to solve the problem
- Champion (C): Advocate who supports and influences internally
Below are 3 case studies that illustrate how agencies can navigate different client challenges using MEDDIC to position Klaviyo as a B2C CRM solution.
Partner with Klaviyo sales to close a SMB deal
Nani Health and Wellness, a global lifestyle brand, is evaluating B2C CRM solutions to improve customer segmentation, automate subscription management, and expand its digital reach.
Metrics: ABC Agency improved Nani’s email performance, but retention was low. Without a unified customer view, ABC Agency knew that Nani needed Klaviyo.
Economic buyer and champion: The CMO prioritized revenue growth but needed clear ROI. ABC Agency brought in Klaviyo AEs to position Klaviyo as a revenue driver, showing its impact on retention with data from similar businesses.
Decision process and criteria: Nani was nervous about losing key capabilities and resources to implementing a new tool, but ABC Agency eased their concerns, showing how they’ve helped their clients transition to Klaviyo. Klaviyo AEs mapped platform capabilities to Nani’s needs.
Identified pain: Siloed data blocked personalization. Klaviyo reframed this as a revenue gap. ABC Agency reinforced this with a 30, 60, 90 day plan for Nani on how they could increase retention with Klaviyo.
Champion: The Director of eCommerce, lacked authority but saw potential. ABC Agency armed him with case studies to secure CMO buy-in.
Close an enterprise deal using the MEDDIC process
GlobalTech, a multinational electronics provider, is evaluating B2C CRM solutions to unify its global customer experience and improve omnichannel engagement.
Metrics: ABC Agency found GlobalTech’s repeat purchase rates lagging due to fragmented data. Expanding this segment was critical.
Economic buyer and champion: The CMO prioritized ROI and operational efficiency. ABC Agency positioned Klaviyo as a scalable solution to consolidate tech, improve retention, and future-proof GlobalTech’s customer engagement strategy.
Decision process and criteria: GlobalTech required advanced segmentation, cross-channel orchestration, deep analytics, and strict security to align with their goals. ABC Agency mapped these needs to Klaviyo’s capabilities, streamlining evaluation.
Identified pain: Regional teams used disparate tools, leading to inconsistent customer journeys. ABC Agency reframed this as a growth blocker, unifying data in Klaviyo would enable automated personalization at scale.
Champion: The VP of Digital Marketing drove the initiative but needed buy-in. ABC Agency provided competitor benchmarks and projected revenue impact to secure approval.
Upsell your services to sell CRM capabilities
ChicThreads, a boutique fashion brand, already works with ABC Agebcy for email but is now considering a B2C CRM solution to optimize customer retention and loyalty programs.
Metrics: ChicThreads had strong email engagement (28% open rate, 8% CTR) but low conversion on time-sensitive promotions. ABC Agency identified SMS as a high-impact channel for flash sales and personalized reminders to drive immediate action.
Economic buyer: CMO Dylan Reed controlled the budget and was skeptical of SMS, citing ROI concerns. ABC Agency positioned SMS as a strategic revenue driver, showing how it could complement email without causing fatigue.
Decision process and criteria: ABC Agency required cost-effective implementation, seamless integration, and ROI proof before scaling. ABC Agency proposed a test with VIP customers for cart recovery and loyalty rewards, backed by a case study showing a lift in repeat purchases.
Identified pain: Email alone wasn’t re-engaging customers fast enough. ABC Agency reframed SMS as an accelerator: timely cart abandonment, back-in-stock alerts, and VIP offers would capture high-intent buyers.
Champion: Marketing Director Casey Monroe saw SMS as critical but lacked authority. ABC Agency equipped them with test data and a phased rollout plan, helping secure buy-in from the CMO.