MEDDIC / MEDDPICC
Definition
A B2B sales qualification framework: Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion — extended in MEDDPICC with Paper Process and Competition. Forces the deal team to validate each element before forecasting a deal as committed.
The letters
- M — Metrics. The quantified outcome the buyer expects.
- E — Economic buyer. The person who can approve the spend, not the person who likes you.
- D — Decision criteria. What they will actually score you on.
- D — Decision process. The steps and approvals between now and signature.
- I — Identify pain. The compelling event with a date attached.
- C — Champion. Someone with internal capital who will spend it.
- (P) Paper process and (C) Competition in the MEDDPICC extension — legal/procurement mechanics and the competitive field.
Where it earns its keep for Technical Sales
Decision criteria and competition are the two letters that most directly shape technical work: what will be scored, and against whom. A presales engineer who knows both writes a different response than one who knows neither.
The failure mode
MEDDIC becomes a set of CRM fields filled in retrospectively to satisfy a forecast review. Filled that way it predicts nothing — the value was in the conversations required to answer it honestly, not in the record.
Related terms
- Champion
- Bid / No-Bid Decision
- Stakeholder Map
- Mutual Action Plan
- Sales Discovery
- Ideal Customer Profile (ICP)
Further reading
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