{"id":8435,"date":"2026-04-10T09:39:20","date_gmt":"2026-04-09T23:39:20","guid":{"rendered":"https:\/\/firmable.com\/resources\/luke-williams-what-got-you-to-10k-deals-wont-get-you-to-250k\/"},"modified":"2026-04-10T13:48:53","modified_gmt":"2026-04-10T03:48:53","slug":"luke-williams-what-got-you-to-10k-deals-wont-get-you-to-250k","status":"publish","type":"resource_post","link":"https:\/\/firmable.com\/nz\/resources\/podcast\/luke-williams-what-got-you-to-10k-deals-wont-get-you-to-250k\/","title":{"rendered":"Luke Williams: What got you to $10K deals won\u2019t get you to $250K"},"content":{"rendered":"\n<!-- Firmable \u2013 Podcast Platform Badges --><!-- Drop this snippet wherever you want the badges to appear on your blog post --><style>div.podcast-listen {\n    display: flex !important;\n    flex-direction: column !important;\n    gap: 8px !important;\n    margin: 1.5rem 0 !important;\n    font-family: Arial, sans-serif !important;\n  }\n\n  div.podcast-listen p.podcast-listen__label {\n    font-size: 12px !important;\n    font-weight: 600 !important;\n    letter-spacing: 0.08em !important;\n    text-transform: uppercase !important;\n    color: #888 !important;\n    margin: 0 0 0 0 !important;\n    font-family: Arial, sans-serif !important;\n  }\n\n  div.podcast-listen div.podcast-listen__row {\n    display: flex !important;\n    flex-wrap: wrap !important;\n    gap: 10px !important;\n    align-items: center !important;\n  }\n\n  div.podcast-listen a.podcast-badge {\n    display: inline-flex !important;\n    align-items: center !important;\n    gap: 10px !important;\n    padding: 13px 22px !important;\n    border-radius: 10px !important;\n    border: 1.5px solid #d0d0d0 !important;\n    background: #fff !important;\n    text-decoration: none !important;\n    font-size: 15px !important;\n    font-weight: 600 !important;\n    color: #111 !important;\n    transition: background 0.15s ease, border-color 0.15s ease, box-shadow 0.15s ease !important;\n    white-space: nowrap !important;\n  }\n\n  div.podcast-listen a.podcast-badge:hover {\n    background: #f7f7f7 !important;\n    border-color: #c0c0c0 !important;\n    box-shadow: 0 1px 4px rgba(0,0,0,0.06) !important;\n  }\n\n  div.podcast-listen a.podcast-badge svg {\n    flex-shrink: 0 !important;\n    display: block !important;\n  }\n\n  div.podcast-listen a.podcast-badge img {\n    width: 26px !important;\n    height: 26px !important;\n    object-fit: contain !important;\n    flex-shrink: 0 !important;\n    display: block !important;\n  }\n<\/style><div class=\"podcast-listen\"><div class=\"podcast-listen__row\"><!-- Apple Podcasts --><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/b2b-sales-blueprint\/id1880190506\" class=\"podcast-badge\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/firmable.com\/wp-content\/uploads\/2026\/03\/apple-podcast-150x150.jpeg\" alt=\"Apple Podcasts\" style=\"border-radius:4px;\"\/>Apple Podcasts\n    <\/a><!-- Spotify --><a href=\"https:\/\/open.spotify.com\/episode\/1eFG6KGMiTZBmgtGRLmrNH?si=829ac7f620e74272\" class=\"podcast-badge\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/firmable.com\/wp-content\/uploads\/2026\/03\/Spotify_Primary_Logo_RGB_Green-300x300-1-150x150.png\" alt=\"Spotify\" style=\"border-radius:50%;\"\/>Spotify\n    <\/a><!-- YouTube --><a href=\"https:\/\/www.youtube.com\/watch?v=NA08I7BHmGA&#038;list=PLXBgcyz0DI8w-6ScxW-jyulR760B-8KQW\" class=\"podcast-badge\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/firmable.com\/wp-content\/uploads\/2026\/03\/YT-podcastimage4-150x150.png\" alt=\"YouTube\" style=\"border-radius:4px;\"\/>YouTube\n    <\/a><\/div><\/div>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Episode 2: What got you to $10k deals won\u2019t get you to $250k with Luke Williams\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/NA08I7BHmGA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<h2 class=\"wp-block-heading\" id=\"h-about-this-episode\">About this episode<\/h2>\n\n<p>What does it really take to build and lead high-performing sales teams across multiple markets?<\/p>\n\n<p>In this episode of B2B Sales Blueprint, Firmable&#8217;s Paul Perrett sits down with Luke Williams, VP Americas &amp; APAC at Evotix, to unpack what actually changes as sales teams move upmarket.<\/p>\n\n<p>Luke has built and led revenue teams across SMB, mid-market, and enterprise segments, scaling go-to-market functions across APAC and the US. In this conversation, he shares practical lessons on how sales methodologies evolve, how leaders should think about deal inspection and coaching, and what it takes to build repeatable sales systems as complexity increases. <\/p>\n\n<p>From early-stage outbound in low-data environments to rearchitecting enterprise go-to-market strategies, this episode is grounded in real-world experience. It&#8217;s designed for teams actively building and scaling pipeline. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-what-we-cover-in-this-episode\">What we cover in this episode<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><strong>(02:10)<\/strong> Luke\u2019s journey into sales &#8211; from door-to-door selling to leading global revenue teams<\/li>\n\n\n\n<li><strong>(05:30) <\/strong>Building outbound in low-data environments and early lessons from SMB sales<\/li>\n\n\n\n<li><strong>(09:45) <\/strong>Scaling HazardCo &#8211; from service business to SaaS, and finding product-market fit<\/li>\n\n\n\n<li><strong>(13:20) <\/strong>The inflection point: ecosystem partnerships and unlocking distribution<\/li>\n\n\n\n<li><strong>(18:10) <\/strong>Moving upmarket &#8211; what changes from SMB to enterprise sales<\/li>\n\n\n\n<li><strong>(21:40) <\/strong>Why sales motion matters more than deal size when defining segments <\/li>\n\n\n\n<li><strong>(25:15) <\/strong>Rebuilding go-to-market at Evotix &#8211; from no pipeline to structured growth <\/li>\n\n\n\n<li><strong>(29:00) <\/strong>Events, outbound, and ecosystem activation &#8211; what actually works <\/li>\n\n\n\n<li><strong>(33:10) <\/strong>How to build and scale an SDR function (and what most teams get wrong) <\/li>\n\n\n\n<li><strong>(36:20) <\/strong>Sales methodologies explained: Challenger, SPICED, and MEDDICC in practice<\/li>\n\n\n\n<li><strong>(40:30) <\/strong>Deal inspection, coaching, and improving forecast accuracy<\/li>\n\n\n\n<li><strong>(43:00) <\/strong>How AI is changing sales productivity and raising the bar for top performers<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\" id=\"h-three-things-that-stuck-with-us-about-high-performing-sales-teams\">Three things that stuck with us about high-performing sales teams<\/h2>\n\n<h4 class=\"wp-block-heading\">1. What got you to $10K deals won\u2019t get you to $250K<\/h4>\n\n<p>As teams move upmarket, the sales motion fundamentally changes. What works in high-velocity SMB sales &#8211; speed, simplicity, and instinct &#8211; breaks down in more complex enterprise deals. <\/p>\n\n<p>Larger deals require more structure, deeper product knowledge, and tighter deal management. The shift is not just about deal size, but about how decisions are made and how sales teams operate. <\/p>\n\n<h4 class=\"wp-block-heading\" id=\"h-2-sales-methodologies-only-matter-if-you-operationalize-them\">2. Sales methodologies only matter if you operationalise them<\/h4>\n\n<p>Frameworks like Challenger, SPICED, and MEDDICC are only valuable if they are embedded into how teams actually sell.<\/p>\n\n<p>The real impact comes from applying them consistently through deal inspection, coaching, and qualification. Without that, they remain theory rather than tools that improve pipeline quality and forecast accuracy. <\/p>\n\n<h4 class=\"wp-block-heading\">3. AI will amplify the gap between average and top performers<\/h4>\n\n<p>AI is not replacing salespeople, but it is changing how they work.<\/p>\n\n<p>By automating research, surfacing insights, and improving coaching, AI allows top performers to operate at a much higher level. The result is a widening gap between those who adopt and those who do not. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-about-luke-williams\">About Luke Williams<\/h2>\n\n<p>Luke Williams is Vice President, Americas &amp; APAC at Evotix. He has built and scaled sales teams across Australia, Southeast Asia, and the United States, with experience spanning SMB, mid-market, and enterprise sales. <\/p>\n\n<p>Luke specializes in building repeatable sales systems, developing high-performing teams, and adapting go-to-market strategies across different markets and levels of complexity.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-about-paul-perrett\">About Paul Perrett<\/h2>\n\n<p>Paul Perrett is Co-Founder and Co-CEO of Firmable, an AI-powered sales intelligence platform built for APAC.<\/p>\n\n<p>He has spent his career building and scaling B2B technology businesses, with a focus on sales, go-to-market strategy, and data-driven growth. Through B2B Sales Blueprint, Paul shares practical lessons from operators and leaders building modern revenue teams. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-frequently-asked-questions-about-high-performing-sales-teams\">Frequently asked questions about high-performing sales teams<\/h2>\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1775709598639\"><strong class=\"schema-faq-question\">What changes when moving from SMB to enterprise sales?<\/strong> <p class=\"schema-faq-answer\">Moving from SMB to enterprise sales is not just about larger deal sizes \u2014 it is a shift in sales motion. Enterprise sales involve more stakeholders, longer sales cycles, deeper product understanding, and more structured deal management. High-performing teams introduce stronger qualification, clearer processes, and more rigorous deal inspection as they move upmarket.<br\/>\u2192 Related: <a href=\"https:\/\/firmable.com\/resources\/blog\/what-is-an-ideal-customer-profile-icp\/\">What is an ideal customer profile (ICP)?<\/a>  <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775709640011\"><strong class=\"schema-faq-question\">What sales methodologies are discussed in this episode?<\/strong> <p class=\"schema-faq-answer\">This episode covers Challenger, SPICED, and MEDDICC. Each framework plays a different role depending on the stage of growth. Challenger helps create demand, SPICED supports high-velocity sales, and MEDDICC is used to manage complex enterprise deals. The key is not just adopting a methodology, but applying it consistently across the team.<br\/>\u2192 Related: <a href=\"https:\/\/firmable.com\/resources\/blog\/maximising-cold-call-effectiveness-key-metrics-or-sdr-success\/\">Maximizing cold call effectiveness: Key metrics for SDR success<\/a>   <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775709752663\"><strong class=\"schema-faq-question\">How is AI changing sales teams?<\/strong> <p class=\"schema-faq-answer\">AI is improving sales productivity by automating research, summarising calls, and surfacing insights. This allows sales reps to focus more on conversations, strategy, and closing deals. The biggest impact is that AI is raising the performance ceiling \u2014 top-performing reps are becoming significantly more effective, while those who do not adopt it risk falling behind.<br\/>\u2192 Related: <a href=\"https:\/\/firmable.com\/resources\/blog\/how-ai-agents-are-transforming-b2b-sales-in-anz\/\">How AI is transforming B2B prospecting<\/a>  <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775710044244\"><strong class=\"schema-faq-question\">What are the key lessons for expanding into the US market?<\/strong> <p class=\"schema-faq-answer\">The most important lesson is focus. Companies should narrow their ideal customer profile, prioritise specific industries or segments, and avoid trying to target too broadly. Success in the US requires strong data, clear positioning, and disciplined execution \u2014 not just more activity.<br\/>\u2192 Related: <a href=\"https:\/\/firmable.com\/resources\/blog\/how-to-run-b2b-outbound-in-southeast-asia\/\">How to run B2B outbound in Southeast Asia<\/a>  <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775709866613\"><strong class=\"schema-faq-question\"><strong>What is MEDDICC and why is it important in enterprise sales?<\/strong><\/strong> <p class=\"schema-faq-answer\">MEDDICC is a sales qualification framework used in complex B2B sales. It stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion, and Competition. It helps sales teams qualify deals more effectively, improve forecast accuracy, and prioritise opportunities that are more likely to close  <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775709897750\"><strong class=\"schema-faq-question\">What is the difference between a sales methodology and a qualification framework?<\/strong> <p class=\"schema-faq-answer\">A sales methodology defines how you sell \u2014 including how you run discovery, position value, and guide conversations. A qualification framework, such as MEDDICC or SPICED, helps you evaluate deal quality and progression. High-performing sales teams use both together to improve consistency, coaching, and results.  <\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>In this episode of B2B Sales Blueprint, Luke Williams shares practical lessons for leading high-performing sales teams as they transition from SMB to enterprise selling.<\/p>\n","protected":false},"featured_media":8359,"parent":0,"template":"","resource_tag_cat":[],"resource_cat":[394,319],"type_cat":[393],"class_list":["post-8435","resource_post","type-resource_post","status-publish","has-post-thumbnail","hentry","resource_cat-building-a-b2b-sales-team","resource_cat-sales-prospecting","type_cat-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Luke Williams: What got you to $10K deals won\u2019t get you to $250K - Firmable<\/title>\n<meta name=\"description\" content=\"Discover practical lessons for leading high-performing sales teams as they transition from SMB to enterprise-level strategies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/firmable.com\/nz\/resources\/podcast\/luke-williams-what-got-you-to-10k-deals-wont-get-you-to-250k\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Luke Williams: What got you to $10K deals won\u2019t get you to $250K\" \/>\n<meta property=\"og:description\" content=\"Discover practical lessons for leading high-performing sales teams as they transition from SMB to enterprise-level strategies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/firmable.com\/nz\/resources\/podcast\/luke-williams-what-got-you-to-10k-deals-wont-get-you-to-250k\/\" \/>\n<meta property=\"og:site_name\" content=\"Firmable\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/firmable\/\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-10T03:48:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/firmable.com\/wp-content\/uploads\/2026\/04\/Luke-Williams-Webpage-cover.png\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@_firmable\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/firmable.com\/nz\/resources\/podcast\/luke-williams-what-got-you-to-10k-deals-wont-get-you-to-250k\/\",\"url\":\"https:\/\/firmable.com\/nz\/resources\/podcast\/luke-williams-what-got-you-to-10k-deals-wont-get-you-to-250k\/\",\"name\":\"Luke Williams: What got you to $10K deals won\u2019t get you to $250K - 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