MEDDIC

MEDDIC is the most widely used enterprise B2B qualification framework. It provides a structured way to assess whether a deal is likely to close, and to identify exactly what’s missing from the qualification picture when a deal stalls.

The MEDDIC components

Metrics: What is the quantified business impact of solving this problem? (e.g., “$500K in lost productivity annually” or “23% of meetings no-showed last quarter”)

Economic Buyer: Who controls the budget? Have you had direct access to this person, or is all communication going through an intermediary?

Decision Criteria: What factors will the buying committee use to evaluate and choose between options?

Decision Process: What steps does the company need to take to make a purchase? (Legal review? IT security? CFO sign-off? Board approval?)

Identify Pain: What specific business problem is driving this evaluation? Is it urgent enough to justify a decision in this quarter?

Champion: Who inside the account is advocating for your solution to their colleagues and leadership?

MEDDPICC

An extended version adds:

• P (Paper Process): What’s the procurement/contract process?
• I (Implied Pain): Pain that hasn’t been explicitly stated but clearly exists

How AEs use MEDDIC

At each stage of the pipeline, AEs score which MEDDIC boxes are checked and which are blank. A deal with a weak or missing champion is at high stall risk. A deal where the economic buyer has never engaged is likely to die on a VP’s desk. Identifying gaps early allows the AE to take action, rather than being surprised by a lost deal at the last minute.

Related concepts

MEDDIC is a qualification framework used alongside discovery calls. Champion development addresses the Champion component. Multi-threading addresses the Economic Buyer and buying committee components.