GTM Glossary · Motions & Plays
SPICED Framework
A buyer-centred qualification framework covering Situation, Pain, Impact, Critical Event and Decision.
[01]What It Means
SPICED starts from the buyer’s operating reality rather than the seller’s checklist. Situation maps the current state, Pain the specific frustrations it creates, Impact the quantified business consequence, Critical Event the external deadline that forces action, and Decision the process and committee that must approve it.
[02]Why It Matters
The quantified Impact becomes the metric customer success later uses to prove value, which links the sale to retention. Replacing BANT’s vague timing question with a Critical Event is also what makes European forecasts honest, where deals slip on procedure rather than interest.
[03]Where It Goes Wrong
[04]Related Terms