Understanding the MEDDPICC Sales Framework

MEDDPICC Definition

In the fast-paced world of sales, having a structured and strategic approach is essential to success. One such framework that has gained significant traction in recent years is MEDDPICC. This acronym may seem complex, but we’ll break it down in this article to understand its purpose, process, and decision criteria. We’ll also explore how MEDDPICC is used in sales strategies.

What is the Purpose of MEDDPICC?

The primary purpose of the MEDDPICC framework is to provide a structured methodology for sales teams to qualify, forecast, and close deals effectively. Let’s dissect the acronym to understand its core components:

  • M – Metrics
  • E – Economic Buyer
  • D – Decision Criteria
  • D – Decision Process
  • P – Paper Process
  • I – Identify Pain
  • C – Champion
  • C – Competition

These elements play a vital role in shaping the sales process and ensuring that opportunities are pursued strategically.

The MEDDPICC Process


The “M” in MEDDPICC stands for Metrics. It refers to the quantifiable objectives or key performance indicators (KPIs) that help measure and determine the scope of the problem we want to solve with our product or service. These metrics are crucial for both the seller and the buyer as they provide a common ground for evaluating the value of a solution.

Economic Buyer

Identifying the Economic Buyer is essential. This is the person within the prospect’s organization who has the authority to make the purchasing decision. Engaging with this key stakeholder is critical for moving the sale forward.

Decision Criteria

The “D” in MEDDPICC stands for Decision Criteria. The prospect uses these specific factors or requirements to evaluate potential solutions. Understanding these criteria allows sales professionals to tailor their pitch to effectively meet the prospect’s needs.

Decision Process

Understanding the Decision Process is essential. This step involves mapping out how decisions are made within the prospect’s organization. Knowing who is involved, their roles and the steps they follow is crucial for effectively managing the sales process.

Paper Process

The “P” in MEDDPICC stands for Paper Process. This refers to the paperwork, contracts, and legal processes involved in closing a deal. Understanding these aspects is vital for ensuring a smooth and efficient transition from prospect to customer.

Identify Pain

Identifying Pain is a fundamental aspect of the MEDDPICC framework. Sales professionals must uncover the prospect’s pain points and challenges. Addressing these issues with a tailored solution can significantly increase the likelihood of closing the deal.


Having a Champion on the prospect’s side can be a game-changer. This is an advocate within the organization who supports your solution and helps navigate the decision-making process. The champion is the person who sells on your behalf.


Understanding the competitive landscape is critical. Knowing who you’re up against and what differentiates your solution is essential for crafting a winning sales strategy.


MEDDPICC is a powerful framework and methodology for sales teams. It provides a systematic approach to qualifying and managing opportunities. By following the MEDDPICC framework, sales professionals can:

  • Improve Forecasting: The framework helps in making more accurate sales forecasts by considering all critical factors.
  • Increase Win Rates: Understanding the prospect’s decision criteria and pain points allows for more targeted sales efforts.
  • Reduce Sales Cycle Time: A clear understanding of the decision process and paper process can expedite deal closure.
  • Increase the average contract value: When resolving pain is valued correctly, the customer is willing to increase the scope and add options, thus buying for a larger $ amount.
  • Minimize Surprises: Sales teams can anticipate and mitigate challenges by addressing metrics and identifying potential obstacles.

MEDDPICC Decision Criteria

The Decision Criteria within MEDDPICC are central to the framework. These criteria vary from one industry to another and even from one prospect to another. Some common decision criteria include:

  • Cost: Is the solution cost-effective for the prospect?
  • ROI: What is the return on investment the prospect can expect?
  • Technical Fit: Does the solution align with the prospect’s technical requirements?
  • Compliance: Does the solution meet regulatory and compliance standards?
  • Scalability: Can the solution scale with the prospect’s business growth?
  • Integration: How easily can the solution integrate with existing systems?
  • Support and Training: What support and training options are available?
  • Risk Mitigation: Does the solution reduce risks for the prospect?

It’s essential for sales professionals to uncover these criteria during the sales process and tailor their pitch accordingly.

Advanced MEDDPICC Training

For those looking to dive deeper into the MEDDPICC framework and enhance their sales skills, consider enrolling in the Advanced MEDDPICC Course offered by MEDDIC Academy. This comprehensive course provides in-depth insights into the framework and its practical applications.

MEDDPICC for Managers

If you are a sales manager seeking to train your team in the MEDDPICC methodology, the MEDDPICC for Managers Course from MEDDIC Academy is designed specifically for you. It equips sales managers with the knowledge and tools needed to implement MEDDPICC effectively within their teams.

In conclusion, the MEDDPICC framework is a valuable asset in the arsenal of modern sales professionals. By understanding its purpose, following the structured process, and considering decision criteria, sales teams can increase their effectiveness, improve forecasting accuracy, and ultimately close more deals. For those interested in taking their MEDDPICC skills to the next level, advanced training options are available through MEDDIC Academy.

This article explores the MEDDPICC sales framework, its purpose, process, and decision criteria. It also highlights the significance of advanced training opportunities to enhance one’s proficiency in this methodology further. With a solid understanding of MEDDPICC, sales professionals can confidently and successfully navigate the complex world of B2B sales.

Posted on August 23, 2023 in MEDDIC, Sales, Sales Training

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About the Author

Darius Lahoutifard, founder of MEDDIC Academy is a Serial Entrepreneur and a former Executive at PTC and Oracle among other software companies. His latest company was Business Hangouts, a Google G Suite live broadcasting app, with millions of users, acquired within 3 years. He is interested and writes about entrepreneurship, startups, technology, enterprise software, SaaS, Sales Leadership, Management, Sales & Leadership Education including specifically the MEDDIC methodology, Marketing, Market Research and more.
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