Commercial Execution for Account Executives

1. Playbook 1: Building Your Territory

   8 lessons

   1. The commercial purpose of a territory plan
   2. Separating good-fit accounts from busy-work accounts
   3. Defining your ideal customer in plain English
   4. Reading account potential without overcomplicating it
   5. Mapping your territory by opportunity, not geography
   6. Building a weekly territory rhythm
   7. Turning a territory plan into daily selling behaviour
   8. Quick Test: Ideal Customer Profile Description

2. Playbook 2: Creating Predictable Pipeline

   7 lessons

   1. Why pipeline fails when activity is random
   2. Building a pipeline target from the revenue number
   3. Choosing the right prospecting lanes
   4. Writing outreach that earns attention
   5. Creating a simple follow-up sequence
   6. Using existing customers to create new pipeline
   7. Running a weekly pipeline review that changes behaviour

3. Playbook 3: Discovery and Initial Qualification

   6 lessons

   1. The purpose of discovery
   2. Running the discovery conversation
   3. Asking consequence questions without sounding dramatic
   4. BANT for initial discovery qualification
   5. Understanding value before presenting value
   6. Confirming the discovery summary and next step

4. Playbook 4: Progressive Opportunity Qualification with MEDDPIC

   10 lessons

   1. From discovery to opportunity strategy
   2. MEDDPIC as progressive qualification
   3. Metrics
   4. Economic Buyer
   5. Decision Criteria
   6. Decision Process
   7. Paper Process
   8. Identify Pain
   9. Champion
   10. Updating the opportunity plan

5. Playbook 5: Managing Complex Opportunities

   8 lessons

   1. Why complex deals drift
   2. Mapping the people involved in the decision
   3. Understanding the Customer’s Buying Process: Sales Gates
   4. Creating mutual action plans that are actually useful
   5. Managing competitors without obsessing over them
   6. Keeping momentum between meetings
   7. POD Selling for Complex Opportunities
   8. Reducing deal risk before proposal stage

6. Playbook 6: Closing Business Consistently

   8 lessons

   1. Closing starts before the final conversation
   2. Making the proposal a confirmation, not a surprise
   3. Building the commercial value case
   4. Presenting price with commercial confidence
   5. Handling objections without becoming defensive
   6. Negotiating without giving margin away too early
   7. Asking for the decision clearly
   8. Creating a clean handover after the win

7. Playbook 7: Avoiding the 7 Revenue Traps

   7 lessons

   1. Mistake one: confusing activity with progress
   2. Mistake two: filling pipeline with weak opportunities
   3. Mistake three: presenting too early
   4. Mistake four: accepting vague next steps
   5. Mistake five: discounting instead of creating value
   6. Mistake six: forecasting what you hope will happen
   7. Mistake seven: failing to review and improve execution

8. Course Conclusion - Putting Commercial Execution Into Practice

   1 lesson

   1. 90-Day Commercial Execution Plan