MEDDIC / MEDDPICC
💡TL;DR
MEDDIC/MEDDPICC = enterprise qualification framework. M: What metrics will they measure success by? E: Who controls budget? D: What are their decision criteria? D: What's their buying process? I: What pain are they trying to solve? C: Who's your internal advocate? MEDDPICC adds: P: What's the procurement/legal process? C: Who are you competing against? Use for deals >$50k with 3+ stakeholders.
Definition
An enterprise sales qualification and methodology framework. MEDDIC: Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion. MEDDPICC adds: Paper Process (procurement) and Competition. More comprehensive than BANT, designed for complex B2B sales with multiple stakeholders.
🏢What This Means for SMB Teams
Full MEDDPICC is overkill for most SMB deals. Use simplified MEDDIC for mid-market ($25k+ deals). For SMB <$25k, BANT is usually sufficient. The key is matching methodology complexity to deal complexity.
Auto-log calls, score leads, revive deals—freeing reps to sell.
Automate the process, elevate the people.
📋Practical Example
A 60-person enterprise software company adopted MEDDIC after losing several large deals at the final stage. Post-mortems revealed: no identified Champion (deals died when sponsors left), unclear Decision Process (surprised by procurement delays), and unknown Competition (lost to incumbents they didn't know about). After 6 months of MEDDIC discipline, win rate on $100k+ deals improved from 22% to 38%, and average sales cycle shortened by 3 weeks due to better process mapping.
🔧Implementation Steps
- 1
Train sales team on each MEDDIC element with role-play exercises.
- 2
Create MEDDIC scorecard for deals >$50k (require completion before stage advancement).
- 3
Identify Champion early: someone who will sell internally when you're not there.
- 4
Map Decision Process: who, what meetings, what approvals, typical timeline.
- 5
Review MEDDIC gaps in deal reviews; coach reps on filling gaps.
❓Frequently Asked Questions
What's the most important element of MEDDIC?
Champion and Identify Pain are most critical. Without a Champion (internal advocate), deals die when sponsors change or priorities shift. Without clear Pain, there's no urgency to buy. Metrics and Economic Buyer are important but can be discovered; Champion must be cultivated.
When should I use MEDDPICC vs. MEDDIC?
Use MEDDPICC for enterprise deals (>$100k) with formal procurement processes and known competitive situations. Use MEDDIC for mid-market deals ($25-100k) where procurement is simpler. The extra "P" and "C" add value when those factors significantly impact deal outcomes.
⚡How Optifai Uses This
Optifai tracks MEDDIC criteria in deal records, flagging deals with missing critical elements (no Champion, unclear Decision Process). Weekly deal reviews highlight MEDDIC gaps for coaching opportunities.
📚References
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Related Terms
BANT (Budget, Authority, Need, Timeline)
A sales qualification framework developed by IBM. Assesses four criteria: Budget (can they afford it?), Authority (are you talking to the decision-maker?), Need (do they have a problem you solve?), Timeline (when do they need to decide?). Used to determine if a lead is worth pursuing.
Technical vs Economic Buyer
The distinction between decision-makers who evaluate products based on technical specifications and performance (technical buyer) versus those who approve purchases based on business value and ROI (economic buyer).
Sales Cycle Length
Average time from first qualified touch (e.g., SQL) to closed-won or closed-lost. Best tracked by stage to reveal where legal, security, or internal approvals create bottlenecks.
Win Rate
Closed-won deals divided by total closed deals (won + lost) in a period. Often segmented by segment, source, or competitor to find where messaging or qualification is weakest.