Use evidence to progress deals

Modern selling is complex, and forward momentum requires structured alignment across three dimensions: buyer-seller collaboration, timing, and stakeholder responsibility.

High-performing teams build that alignment early and capture the full buyer journey so they can not only drive progress, but also unlock compounding improvements over time.

These three layers of alignment form the backbone of Evidence-Based Progression:

Buyer-Seller alignment: build and validate the business case

Deals progress when sellers and buyers work together to define, build, and validate a shared business case. That business case must be visible, reviewable, and provable at every milestone.

Evidence-Based Progression (EBP) is not a methodology, it’s how you prove that a deal is real, progressing, and worth forecasting.

You do this by:

• Capturing evidence: Tangible proof that matches the buyer’s internal standards

• Validating with the buyer: Stakeholder sign-off at each milestone

• Challenging assumptions: Actively stress-testing claims and risks

• Creating shared visibility: So everyone knows what’s real, what’s done, and what’s next

Timeline alignment: build a timeline to deliver the business case

Having the right plan means little if the timing is wrong. Everyone needs to be clear on deadlines and milestone expectations so the team knows not just what needs to happen, but when.

The seller and buyer co-build an “evidence pack” that:

• Shows the problem is real and urgent

• Demonstrates the solution will work

• Meets internal requirements: security, finance, compliance

• Includes stakeholder buy-in and validations already collected

This removes friction, speeds up approvals, and builds trust.

Stakeholder alignment: map the roles and responsibilities needed to deliver the business case

Every internal and external stakeholder plays a role in delivering the business case by the agreed timelines. Clarifying who’s responsible for what makes it easier to collaborate, escalate, and execute with clarity.

Deals close when buyers:

• See documented impact

• Get cross-functional alignment

• Feel confident about rollout

• Have a shared case for value

Capturing every step of the buying journey also:

• Powers stronger internal orchestration

• Surfaces risks and gaps before they cause delay

• Provides historical context that enables smarter forecasting and coaching

This structured approach turns your sales process into a source of continuous insight, not just for this deal, but for every deal that follows.