Framework
Deal walkthrough template
The six-section structure for a structured deal walkthrough. AE presents to manager + 2-4 peers. 30-45 minutes. Output is documented coaching, not a celebration.
The structure
AE: _________________________________________
Deal: _______________________________________
Outcome: closed-won / closed-lost / live
Walkthrough date: __ / __ / 202_
1. SITUATION (3-5 minutes)
- Buyer's company: __________________________
- Use case: _________________________________
- Deal size and shape: ______________________
- How the deal originated: ___________________
2. STAKEHOLDER MAP (5-8 minutes)
- Champion: ___________________ (role)
- Economic buyer: ___________________ (role)
- Technical evaluator: ______________ (role)
- Procurement: ______________________ (role)
- Blockers / detractors: ______________________
- Discovered late (and what that cost): _______
3. MEDDPICC WALKTHROUGH (10-12 minutes)
For each axis: what did you discover, when, how
- Metrics: __________________________________
- Economic Buyer: ____________________________
- Decision Criteria: _________________________
- Decision Process: __________________________
- Paper Process: _____________________________
- Identify Pain: _____________________________
- Champion: __________________________________
- Competition: _______________________________
4. CRISIS POINTS (5-8 minutes)
Points where the deal almost died:
- Crisis 1: _________________________________
- What happened: ____________________________
- What you did: ____________________________
- Crisis 2: _________________________________
- (Add more as needed)
5. THE SAVE / LOSS (3-5 minutes)
What specifically you did that saved (or didn't save) the deal.
Not 'I built rapport'; specific play executed at specific moment.
- Specific action: __________________________
- Specific moment: __________________________
- Why it worked / didn't work: _______________
6. LESSONS AND ASKS (5 minutes)
Two questions only:
- What would I do differently? _______________
- What do I need from the team that I didn't have? __________
Manager role
The manager facilitates and listens. Take written notes; do not coach in real time during the walkthrough. Coach in the AE's next 1:1. Ask one or two probing questions per section, not five. The walkthrough is the AE's, not the manager's.
Peer role
Two questions per peer maximum. Questions that work: "when you discovered X, what made you pick Y as the response?" Questions that don't: "what should you have done differently".
What to do with the output
Manager writes a 3-5 line summary of the lessons and circulates to the team. The team learns more from someone else's deal than from their own. Walkthrough lessons that produce playbook updates compound across the team.