Run this audit against any deal that feels "stalled" or is worth more than 20% of your quarterly target. If you cannot answer a question with documented evidence, that letter is a GAP.
M — Metrics (The Logic)
- Do we have a baseline of their current performance (e.g., current churn rate)?
- Has the client agreed—in writing—to the potential savings or gains our solution provides?
- Can I explain the ROI to a CFO in under 60 seconds?
E — Economic Buyer (The Power)
- Have I had a live conversation (or video call) with the person who owns the budget?
- Do I know their personal "Win"? (e.g., Is their bonus tied to this project's success?)
- If my Champion left the company tomorrow, would the Economic Buyer still take my call?
D — Decision Criteria (The Rules)
- Do I have a copy of their technical "Wish List" or requirements?
- Have I successfully "poisoned the well" by adding a criterion that only we can meet?
- Are the commercial criteria (payment terms, liability caps) clearly defined?
D — Decision Process (The Roadmap)
- Do I know every person who needs to provide a signature (Legal, IT, HR, Security)?
- Has the client confirmed the date of the next Board or Steering Committee meeting?
- Do we have a "Mutual Action Plan" with dates owned by the client?
P — Paperwork (The Gauntlet)
- Has our Master Service Agreement (MSA) been sent to their legal department yet?
- Do we know their specific security/compliance requirements (e.g., SOC2, GDPR)?
- Is there a "Procurement Black Hole" we need to navigate?
I — Identified Pain (The Driver)
- Is the pain "Critical" (Business-ending) or just "Latent" (Annoying)?
- What is the daily/monthly cost of the client doing nothing?
- Has the client explicitly stated, "We cannot continue like this"?
C — Champion (The Weapon)
- Has this person given me internal "protected" information (e.g., a competitor's quote)?
- Have I "tested" them by asking for a difficult introduction?
- Does this person have the political capital to push this deal through a budget freeze?
C — Competition (The Rival)
- Am I aware of all other vendors in the "Shortlist"?
- Is the client considering an "In-House" build?
- The Big One: Have I successfully defeated the Status Quo by showing the risk of inaction?
SCORING YOUR DEAL
- 0-3 Checks: This is a "Lead," not a "Deal." You are in high-risk territory.
- 4-6 Checks: You are in the "Technical Evaluation" phase. You have a fan, but you don't yet have a buyer.
- 7-8 Checks: This is a qualified "Forecastable" deal. Focus now on Paperwork and Momentum.