What is SPICED in GTM IQ?

What SPICED stands for?

SPICED is a discovery framework created by Winning by Design. The acronym breaks down as:

• S — Situation. The customer's current context: business environment, constraints, priorities, and what's triggering change right now.
• P — Pain. The specific friction, inefficiency, or risk they're feeling as a result. What's actually broken.
• I — Impact. The meaningful consequences of solving, or not solving, the problem. Both the rational stakes and the emotional ones.
• CE — Critical event. The deadline, milestone, or external force that creates urgency. What's making them decide now rather than later.
• D — Decision. How the customer will make the choice: who's involved, what their success criteria are, and the process they'll follow.

Why SPICED is in GTM IQ?

When the Prospecting agent surfaces a prospect, GTM IQ uses SPICED to organise the Prospect Report. Instead of a generic company overview, you get five clearly labelled sections, each answering a different question your team needs before reaching out.

Where you'll see SPICED?

• Prospect Report. Every report generated on a prospect is structured around SPICED. Each element gets its own section with sourced reasoning.
• Ideal customer profile. GTM IQ aggregates SPICED elements across your best customers, so you can see what situation, pain, and critical events your strongest accounts have in common.
• Discovery questions. Each Prospect Report includes tailored discovery questions mapped to the SPICED elements, so your reps know what to ask to validate the analysis in conversation.

What's next?

Find out how to understand prospect discovery and geography filtering.

Need more help?

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