MEDDIC

MEDDIC is a qualification framework for complex B2B sales cycles, particularly in enterprise technology sales. Developed in the 1990s at PTC, it provides a structured checklist for sales teams to objectively assess the viability of an opportunity. By systematically gathering information against six key areas, sellers can improve forecast accuracy, shorten sales cycles, and increase win rates.

The Six Criteria of MEDDIC

The MEDDIC acronym represents the six elements a sales representative must understand to control a deal. Each component builds on the others to create a complete picture of the opportunity.

• Metrics: The quantifiable economic outcomes the customer expects from the solution, such as cost savings or revenue growth. These form the basis of the business case and are central to articulating value.
• Economic Buyer: The individual with the ultimate authority to approve the purchase and control the budget. This person has the final say and can create budget where none existed.
• Decision Criteria: The formal, technical, and business criteria the organization will use to evaluate vendors and make a purchasing decision.
• Decision Process: The specific steps, timeline, and individuals involved in moving from evaluation to a signed contract. This includes technical validation, legal review, and procurement.
• Identify Pain: The specific business problem, challenge, or missed opportunity that is compelling the customer to act now.
• Champion: An influential person inside the buyer’s organization who has a personal interest in the solution’s success and actively advocates for it internally.

How MEDDIC is Used

MEDDIC serves as a common language for sales teams. During deal reviews and pipeline meetings, managers can ask questions related to each letter of the framework to identify gaps and coach reps on next steps. It forces a rigorous, evidence-based approach rather than one based on gut feelings or "happy ears."

The framework is often contrasted with older, simpler models like BANT, which is less suited for modern, multi-stakeholder deals. It is also distinct from question-based methodologies like SPIN Selling, as MEDDIC is primarily a qualification and deal-management tool, not a conversational technique. An extended version, MEDDPICC, adds criteria for Competition and Paper Process to provide even greater detail.