MEDDIC

MEDDIC is one of the most widely adopted sales qualification methodologies in B2B enterprise sales. Developed at PTC in the 1990s, it has helped countless sales organizations improve win rates and forecast accuracy.

The MEDDIC Framework

M - Metrics

What: The quantifiable measures of success the customer will use to evaluate the solution.

Questions to ask:

• "How will you measure success?"
• "What KPIs will improve if this works?"
• "What's the cost of the current problem?"

What good looks like:

• Specific, quantified outcomes (e.g., "reduce processing time by 40%")
• Customer-validated numbers
• Tied to business objectives

E - Economic Buyer

What: The person with budget authority and final decision-making power.

Questions to ask:

• "Who has final sign-off on this purchase?"
• "Who controls the budget for this initiative?"
• "What's the approval process?"

What good looks like:

• Named individual identified
• Direct or indirect access established
• Understanding of their priorities

D - Decision Criteria

What: The formal and informal requirements used to evaluate solutions.

Questions to ask:

• "What criteria will you use to make this decision?"
• "How will you compare different options?"
• "What's most important to each stakeholder?"

What good looks like:

• Written evaluation criteria obtained
• Your solution aligned to top priorities
• Influence on criteria before it's finalized

D - Decision Process

What: The steps, timeline, and people involved in making the decision.

Questions to ask:

• "Walk me through your buying process"
• "What needs to happen between now and a decision?"
• "Who needs to be involved at each step?"

What good looks like:

• Documented process with dates
• Key milestones identified
• Your activities mapped to their process

I - Identify Pain

What: The specific business problems driving the initiative.

Questions to ask:

• "What's driving this initiative now?"
• "What happens if you don't solve this?"
• "Who is most affected by this problem?"

What good looks like:

• Pain acknowledged by economic buyer
• Quantified business impact
• Urgency to act

C - Champion

What: An internal advocate who has power and influence, and is actively selling on your behalf.

Questions to ask:

• "Who internally believes in this solution?"
• "Who has the most to gain from success?"
• "Who can navigate internal politics?"

What good looks like:

• Gives you insider information
• Coaches you on strategy
• Actively sells internally
• Has credibility with economic buyer

MEDDIC Scoring

Many organizations score each element 1-3:

• 1: Not identified or weak
• 2: Partially identified
• 3: Fully validated and strong

Deals with low MEDDIC scores should be de-prioritized or require specific action plans.

MEDDIC vs. MEDDICC vs. MEDDPICC

Common MEDDIC Mistakes

1. Treating it as a checklist: It's a qualification tool, not a form to complete
2. Accepting weak answers: "I think the CFO decides" isn't good enough
3. Ignoring gaps: Low scores require action plans
4. Only using it for forecasting: It should guide sales strategy
5. Not coaching to it: Managers should review MEDDIC in deal reviews