MEDDIC

MEDDIC is a sales qualification framework used in business-to-business environments to assess and forecast the likelihood of closing enterprise opportunities. It provides a structured approach for understanding the value a customer seeks, the stakeholders involved, and the buyer’s process. The framework is widely applied in technology, software, and other complex, multi-stage sales contexts.

The six core elements of MEDDIC are: Metrics, which involves quantifying the expected economic impact of the solution (such as return on investment, payback period, and total cost of ownership); Economic buyer, identifying the person with the budget authority to approve the purchase; Decision criteria, understanding the business and technical criteria the customer will use to compare options; Decision process, mapping the steps, timelines, and approvals required to finalize the purchase; Identify pain, clarifying the customer’s business pains and their monetary or strategic impact; and Champion, an internal advocate who supports the solution and helps navigate organizational politics.

In practice, sales teams use MEDDIC to gather and document information for each element, maintain a current opportunity profile, and align sales actions with the customer’s buying process. The framework supports more disciplined qualification, improved forecast accuracy, and targeted engagement with stakeholders across the customer organization.

Variants such as MEDDPICC extend MEDDIC by adding Paper process and Competition, and sometimes other elements, to address procurement steps and competitive dynamics. MEDDIC remains a foundational tool in many enterprise sales programs.