MEDDIC
A B2B sales qualification framework focused on understanding the customer's Metrics, Economic Buyer, Decision criteria, Decision process, Identify pain, and Champion.
MEDDIC
MEDDIC is a B2B sales qualification methodology that helps reps understand and navigate complex enterprise deals. Developed at PTC in the 1990s, it focuses on deeply understanding the customer's buying process and building internal champions.
MEDDIC Framework
| Letter | Element | Key Question |
|--------|---------|-------------|
| M | Metrics | What are the quantifiable outcomes they need? |
| E | Economic Buyer | Who has final budget authority? |
| D | Decision Criteria | What factors will they use to evaluate options? |
| D | Decision Process | What is their process for making this decision? |
| I | Identify Pain | What problem are they trying to solve? |
| C | Champion | Who will sell for you internally? |
Deep Dive on Each Element
Metrics: Understand the business outcomes they're trying to achieve. "Increase revenue by 20%" is better than "improve sales."
Economic Buyer: The person who can say yes when everyone else says no. Usually not your main contact.
Decision Criteria: Technical requirements, business requirements, and political factors that influence the decision.
Decision Process: Timeline, stakeholders involved, evaluation steps, approval process.
Identify Pain: The compelling reason to act now. No pain = no urgency = no deal.
Champion: An internal advocate who has power, influence, and a personal stake in your success.