What is MEDDIC?
MEDDIC is an enterprise sales qualification methodology that stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion. Developed at PTC in the 1990s, it provides a rigorous framework for qualifying complex B2B deals by ensuring sales teams deeply understand the customer's buying process and internal dynamics before investing significant resources.
Why MEDDIC Matters
Enterprise deals are expensive to pursue. A single opportunity can consume months of sales time, solutions engineering, legal review, and executive attention. MEDDIC prevents wasting these resources on deals that were never going to close. Companies using MEDDIC see 20-30% higher win rates because they focus on deals where they actually understand the path to yes. MEDDIC forces rigor that BANT often lacks. Instead of asking 'Do you have budget?' you understand exactly how buying decisions get made, who controls money, and what specific criteria you must meet. This depth of understanding lets you tailor your approach and anticipate obstacles. The Champion requirement is particularly powerful—without an internal advocate selling for you when you're not in the room, complex deals stall and die.
20-30%
higher win rates with MEDDIC
25%
shorter sales cycles
6
qualification elements to verify
How MEDDIC Works
Metrics - Quantify value
Identify the specific business outcomes the customer needs. What numbers will improve? By how much? This becomes your ROI story.
Economic Buyer - Find the money
Identify who has the budget authority and final decision power. This isn't always the person you're talking to—you need access to the real buyer.
Decision Criteria - Understand requirements
Document exactly what criteria the customer will use to evaluate solutions. Technical specs, integration needs, compliance requirements—know them all.
Decision Process - Map the journey
Understand every step from evaluation to signature. Who's involved at each stage? What approvals are needed? What's the timeline?
Identify Pain - Find the problem
Uncover the specific pain driving this initiative. Is it severe enough to motivate action? Is there urgency? What happens if they do nothing?
Champion - Build your advocate
Find and develop an internal advocate who wants you to win and will sell for you when you're not there. Without a Champion, enterprise deals don't close.
Best Practices
Don't treat MEDDIC as a checklist—use it as a discovery framework throughout the deal
Your Champion must have power, influence, and personal stake in your success
Document MEDDIC findings in your CRM for every opportunity above a threshold value
Use MEDDIC gaps to guide your next actions—missing the Economic Buyer? That's your priority
Review MEDDIC qualification in pipeline reviews to pressure-test deal quality
Train the entire sales organization—consistency in qualification improves forecasting
Update MEDDIC elements as deals progress—early assumptions often prove wrong
Common Mistakes
- • Confusing a Coach (someone who helps you) with a Champion (someone who sells for you)
- • Accepting vague answers—'the team decides' isn't a Decision Process
- • Skipping Metrics—without quantified value, you're selling features, not outcomes
- • Not verifying access to the Economic Buyer—talking only to influencers leads to no-decisions
- • Treating MEDDIC as a one-time exercise instead of ongoing qualification
- • Assuming your contact's stated authority is accurate—verify through multiple sources
Related Terms
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