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MEDDIC

A qualification framework for B2B deals: Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion.

Explained simply.

MEDDIC is the checklist a good B2B AE runs through on every deal. Metrics: what measurable improvement does the customer expect? Economic buyer: who controls the budget? Decision criteria: what will drive their decision? Decision process: how does this company actually buy? Identify pain: what's broken and how badly? Champion: who inside the account is advocating for you?

An example.

AE mid-deal: 'Metrics are clear (they want to cut onboarding time from 14 days to 3). Economic buyer is the VP Ops, I've met her. Decision criteria: price + security review. Decision process: legal review (2 weeks), procurement (1 week), signatures. Pain is real (their last solution broke and they're in crisis mode). Champion is the ops director, she's on every call and coaching us from inside.' That's a healthy deal.

Why it matters.

Deals die because an AE thought they were further along than they were. MEDDIC forces specificity. Every missing letter is a risk. No identified champion? You'll lose. Unknown decision process? Expect surprises. Running MEDDIC on your pipeline monthly shows where deals are actually weak.

Related terms

PipelineAeDiscovery Call

Further reading