MEDDIC & MEDDPICC
The dominant qualification framework for complex enterprise B2B deals — the discipline that separates forecast from fiction.
was born inside PTC in the 1990s when leadership noticed that elite sellers were not closing more deals — they were qualifying out faster and forecasting with brutal accuracy. The framework codifies what those sellers did instinctively. is the modern extension that accounts for the complexity today's enterprise.
Treat as a scorecard, not a script. The questions are inputs; the score is the output.
M — Metrics
Quantified tied to specific numbers the customer cares about. Not 'increase efficiency' — '$4.2M analyst time recovered annually, validated by your 's team.'
- Anchor every metric to a source the buyer trusts (their data, their analyst, their peer)
- Convert capabilities into customer P&L impact, not feature lists
- The must be able to defend each without you in the room
E — Economic Buyer
The single person who can authorize the spend. You have not qualified an opportunity until you have either met the or have a who has confirmed they will introduce you. Common failure: mistaking the budget holder for the Economic Buyer. The Economic Buyer is usually one or two levels above the budget holder for deals meaningful size.
D — Decision Criteria
Both technical and business criteria, written down. Elite sellers shape the criteria during early stages so the eventual evaluation reflects their differentiators. If criteria arrive finalized via , you are likely .
D — Decision Process
The exact , gates, and signatures. Operationalize this as a signed by the . Surprises in the are the #1 source of slipped quarters.
P — Paper Process
, security, legal, signatory authority. Often 30–60 days at large enterprises. Begin mapping it the moment a deal becomes .
I — Identify Pain
Quantified, acknowledged at the level. Without acknowledged , deals end in . Use SPIN-style to develop Pain until acting becomes more comfortable than waiting.
C — Champion
An internal seller with power, influence, and a personal win. Test your : ask them to do something difficult — introduce the , share timing, get budget confirmed. A who refuses these tests is not a Champion.
C — Competition
Named competitors and the silent competitor doing nothing. For each, know: where you win, where you lose, what the buyer believes about each option, and how you neutralize the comparison.
How to use it weekly
Score each open deal 0–2 per letter. Anything below 12/16 is not a . Re-score after every customer interaction. The discipline is not knowing the framework — it is the courage to disqualify deals that no longer meet the bar.