What is MEDDIC?
MEDDIC is a qualification framework for complex B2B deals that checks the metrics, economic buyer, decision criteria and process, pain and champion.
What MEDDIC stands for
- Metrics: the measurable outcome the customer expects, such as time saved or revenue gained
- Economic buyer: the person who controls the budget and gives final approval
- Decision criteria: the standards the buyer will use to compare options
- Decision process: the steps, people and approvals needed to reach a decision
- Identify pain: the business problem driving the purchase
- Champion: an internal advocate who sells on your behalf
Variants add letters, such as MEDDICC, which adds Competition, and MEDDPICC, which also adds Paper process: the contract and procurement steps.
Why it matters for sales teams
MEDDIC is built for deals with several stakeholders, long sales cycles and formal buying processes. It makes reps find out how a deal will actually get approved, not just whether the prospect likes the product. A gap in any letter shows where a deal is at risk, which makes it useful in pipeline reviews.
Example
An AE has a promising deal with an enthusiastic operations manager. Going through MEDDIC, she realizes she has never met the economic buyer and does not know the decision process. She asks her champion to arrange a meeting with the CFO and to walk her through the approval steps.