MEDDIC
18 July 2024
updated at: 6 November 2026
In B2B sales, MEDDIC is a methodology for sales teams that want to work more effectively and forecast deals more accurately. This structured approach helps sellers gain a deeper understanding of the customer and their needs, which significantly increases the chances of closing the deal.
MEDDIC definition
MEDDIC is an acronym for a structured methodology for qualifying prospects in B2B sales.
Each letter stands for a key aspect of the sales process:
- M — Metrics
- E — Economic Buyer
- D — Decision Criteria
- D — Decision Process
- I — Identify Pain
- C — Champion
MEDDICC is an extended version of the methodology that adds one more component:
- C — Competition
MEDDPICC develops the methodology further with an additional element:
- P — Paper Process
The components of MEDDIC
1. Metrics
Defining the measures that demonstrate the value of the solution to the customer.
Goal: identify the specific, measurable benefits the customer will get from your solution.
Example: a 25% increase in productivity, a 15% reduction in costs, 30% revenue growth.
2. Economic Buyer
Identifying the person who makes the financial decisions and holds the budget for the purchase.
Goal: understand this person's motivations and evaluation criteria.
Example: the CEO, the CFO or a department head with the relevant authority.
3. Decision Criteria
Determining the factors the customer will use to evaluate proposals.
Goal: map your offer against these criteria.
Example: price, functionality, compatibility with existing systems, implementation timeline.
4. Decision Process
Understanding the stages the customer's organization goes through when making a purchase decision.
Goal: map the decision-making process and identify the key points of influence.
Example: a list of the roles of everyone involved in the process, the timeframes and potential obstacles.
5. Identify Pain
Uncovering the customer's key problems and needs that you can solve.
Goal: connect your solution to the customer's specific pain points.
Example: current processes are not delivering the required results, difficulty complying with industry standards.
6. Champion
Building a relationship with an advocate inside the customer's organization: a person who believes in your solution and is willing to promote it internally.
Goal: give the champion the information and support they need to advance your proposal.
Example: the CTO, the head of sales, a project manager.
Additional components for MEDDICC and MEDDPICC:
7. Competition
Analyzing the competitive landscape and the alternative solutions available to the customer.
Goal: develop a strategy to differentiate yourself from competitors.
Example: implementation cost, customization options, functionality unique to the specific company.
8. Paper Process
Understanding how the customer's organization handles paperwork and signs contracts.
Goal: prepare all the necessary documents in advance and reduce the time spent on formalities.
Example: a tender-based procurement, sign-off from several departments (IT, legal, finance), requirements for the agreement format.
Each of these components plays an important role in the overall assessment of a potential deal. Together they help sellers focus on the most promising opportunities, engage with the customer effectively and increase the chances of closing the deal.