When I took on enterprise sales roles, I learned quickly that PoCs don't close deals—proof does. This is the framework I use to turn pilots into renewals through disciplined execution and evidence-based outcomes.
The 30/60/90 Framework
- Refine your ICP and build a top-50 account list. Set 3–5 triggers (funding, audits, key hires).
- Launch 3 multithread sequences (champion / blocker / buyer) with MEDDICC embedded in your notes.
- 100+ targeted touches, including partner intros. Everything logged, nothing heroic.
- Two qualified PoCs live with clear success criteria (session coverage > 90%).
- Map 5–10 co-sell partners. Three joint calls/webinars. Track influenced pipeline.
- Weekly forecast scrub with exit criteria (MEDDICC > 8/10). SE + PMM loop for objections.
- Close 1–2 enterprise deals through an exec path (CISO alignment + paper fast-track).
- Build TTV/ROI one-pager per vertical. Three objection plays everyone can run.
- Scope 3 expansion opps. Start renewal cadence early.
Case Study: OT Vendor Sessions → Renewal & Expansion
Context: Healthcare provider with OT and clinical systems. Evaluation stalled over third-party vendor access into sensitive networks.
- Exec re-frame: 1-page brief to CFO/CIO on unmonitored vendor sessions + audit exposure (HIPAA, ransomware blast radius).
- Proof fast: 14-day monitored trial during a live maintenance window. Success criteria agreed upfront.
- Paper path: Used existing reseller to mirror MSA language and shorten legal. Bundled year-end support credits to align budgets.
Outcome
- Cycle time: −18 days vs. prior attempts (pilot → signature inside the quarter).
- Renewal: 12-month term. Moved from "tool" line-item to Ops-risk control owned by security.
- Expansion: Phase-2 for two plants + service desk onboarding (approved plan, funding queued).
Proof
- Privileged session capture: 94% (baseline 58%).
- Mean time to evidence (playback): < 5 min.
- Vendor access MFA: 100% enforced in pilot scope.
CIO: "Evidence in the SOC made renewal straightforward."
SecOps lead: "Playback visibility removed the procurement roadblock."
Why This Works
This framework works because it replaces hope with proof. Every phase builds evidence that de-risks the next. The 30/60/90 isn't just a plan—it's a sequence of confidence-building moments that make "yes" easier than "no."
I've used this approach across multiple enterprise deals, and the pattern holds: when you build proof at each stage, renewals become inevitable, not aspirational.