The question, “Who owns MEDDPICC?” has sparked significant interest among sales professionals, trainers, and businesses around the globe. To set the record straight: MEDDPICC is a registered trademark owned by Darius Lahoutifard, a seasoned entrepreneur and expert in leadership. The trademark is exclusively used by his affiliated legal entities and websites, mainly MEDDIC Academy, but also the MEDDPICC websites, 01consulting, and licensed partners.
MEDDPICC encompasses the education of a sales framework delivered mostly through multimedia formats. These include videos, audios, documents, books, tests, or software. MEDDPICC resources ensure that sales professionals at all levels can access and implement the framework effectively.
Understanding MEDDPICC
Thanks to the foundation of MEDDIC Academy’s online courses and blended training programs started in 2007, the MEDDPICC framework has become the gold standard for B2B enterprise sales. It has now been widely adopted across industries. MEDDPICC introduces unique components that enhance its applicability to today’s complex sales environments. MEDDPICC represents the innovation and stewardship of Darius Lahoutifard, due to an innovative curriculum and new blended learning techniques.
The MEDDPICC Curriculum
The MEDDPICC curriculum, whether delivered through training, tools, books, or other educational materials, uniquely combines near 20 critical elements that form the foundation of its unique methodology:
- Metrics: Quantifiable goals and outcomes that define success for the customer, such as revenue growth, cost savings, or productivity improvements. Metrics provide a measurable value proposition to strengthen the sales case.
- Economic Buyer: The individual within the customer’s organization who has the authority and budget to make the final purchasing decision. Identifying and engaging the economic buyer is crucial for closing deals.
- Decision Criteria: The set of factors and requirements the customer uses to evaluate and select a solution. Understanding these criteria helps tailor the sales approach to align with customer priorities.
- Decision Process: The series of steps, stakeholders, and timelines involved in the customer’s purchasing decision. Mapping the decision process ensures that sales efforts are aligned with the customer’s workflow.
- Identify Pain: The specific challenges, problems, or inefficiencies the customer is experiencing. Addressing these pains directly positions the solution as indispensable.
- Quantify Pain: The cost of not addressing these pains directly or the cost of doing nothing and leaving the pains unremedied positions the solution as indispensable.
- Identify Key Pain Sufferers: Identify key stakeholders in the company who suffer the most from the pain and who are positioned to either influence or make a decision with financial consequences
- Identify Potential Champion: An influential individual within the customer’s organization who could advocate for the solution, could help navigate internal processes and sell on the vendors behalf.
- Build Champion: Building a strong relationship with the potential champion and make them play the role of the champion
- Test the champion. Verify, through questions, requests, words and actions, that they are actually playing the role of the champion
- Paper Process: The administrative and legal steps required to finalize the deal, such as contract reviews, procurement approvals, and compliance checks. Navigating the paper process efficiently prevents delays in closing.
- ROI : Coach the champion to create a business case by tranaforming METRICS into a Payback period calculation.
- Say No: Learn to know Why, When and How to Say No.
- Competition: The evaluation of alternative solutions or competitors that the customer may be considering. Understanding the competitive landscape allows for strategic positioning and differentiation.
- Objections: Learn how to handle objections and transform them into a closing tool
- Scoring and Assessment : Learn how to assess your sales opportunities, score then and identify what is missing for the opportunity to be on a sales forecast.
- Tools : Software and templates to support the implementation of MEDDPICC.
The Blended Learning Experience
As explained in this MEDDPICC article, MEDDIC Academy, founded by Darius Lahoutifard, serves as the primary platform for teaching and certifying professionals in the MEDDPICC methodology. The academy offers:
- Comprehensive Online Training Programs: Covering every aspect of MEDDPICC, from its foundational concepts to advanced applications, for salespeople, sales managers, sales trainers, and leaders.
- In-Person and Blended Training Programs: Similar programs as above, facilitated and delivered during corporate events such as SKOs or scheduled corporate training.
- Certifications: Providing validation for sales professionals who demonstrate proficiency in MEDDIC and MEDDPICC.
- Tools and Technology: Developing and providing sales automation tools to support the educational materials and programs.
- Resources and Community: A hub for ongoing learning, networking, and collaboration among sales leaders.
Through MEDDIC Academy, Darius has built a global community of practitioners, the MEDDIC Academy alumni, who champion MEDDPICC as a game-changing sales methodology.
What did Darius Lahoutifard do?
Darius Lahoutifard played the determining role in MEDDPICC’s success. In 2013, he published the first publicly available slide deck on both MEDDIC and MEDDPICC, laying the groundwork for structured online education on these methodologies for the first time. By 2017, he launched MEDDIC Academy, becoming the first to offer online courses on MEDDIC and MEDDPICC. In June 2020, Darius also became the first to write and publish a comprehensive book on these methodologies, called Always Be Qualifying, further cementing his leadership in this domain.
A Pioneer in Sales Methodology
Darius Lahoutifard, the owner of the MEDDPICC trademark, is a leader-entrepreneur with decades of experience in leadership and specifically sales leadership. He is the founder of MEDDIC Academy, a platform dedicated to educating sales professionals on sales through the MEDDPICC framework and sales and leadership through the Infinite Sales framework. Through his efforts, MEDDPICC has become a cornerstone for organizations aiming to streamline their sales processes and improve outcomes.
Establishing the Trademark
Darius recognized the evolving needs of sales teams and the value of creating a solid reference in the industry by protecting the intellectual property surrounding MEDDPICC and enforcing it. To ensure the framework’s integrity and consistent application, he registered MEDDPICC as a trademark. This legal designation not only safeguards its usage but also underscores its authenticity as a premium educational approach to sales methodology.
The Trademark and Its Legal Standing
Exclusive Usage
As the registered owner, Darius Lahoutifard’s legal entities—mainly MEDDIC Academy —retain exclusive rights to use the MEDDPICC trademark. This exclusivity ensures that only certified and approved materials, courses, tools and trainers operate under the MEDDPICC name, preserving its quality and reputation.
Implications for Unauthorized Use
Unauthorized usage of the MEDDPICC name or methodology is a violation of trademark laws. Companies and individuals seeking to leverage MEDDPICC must collaborate with MEDDIC Academy or its affiliated entities and seek licensing arrangements. This approach maintains the methodology’s standards and delivers consistent value to practitioners.
Why Does Ownership Matter?
Understanding the ownership of MEDDPICC is crucial for:
- Ensuring Authenticity: Working with the official owner guarantees access to accurate, high-quality training and resources.
- Avoiding Legal Risks: Unauthorized use of the MEDDPICC trademark can result in legal action, damaging reputations and operations.
- Upholding Standards: The ownership structure ensures the methodology remains consistent, effective, and aligned with its intended purpose.
How to Engage with MEDDPICC Legally and Effectively
Collaborate with Authorized Providers
To incorporate MEDDPICC into your sales organization, work with certified trainers and providers affiliated with MEDDIC Academy. This ensures your team receives the most up-to-date and accurate training.
Leverage Official Resources
The official MEDDPICC website and MEDDIC Academy offer a wealth of resources, including free introductory courses, detailed guides, and certification programs. These materials are tailored to help sales teams maximize their potential using the MEDDPICC framework.
Adopt a Strategic Mindset
MEDDPICC is more than just a framework; it’s a philosophy for approaching complex sales. By integrating its principles into your sales culture, you’ll not only improve performance but also cultivate a disciplined, value-driven approach to client engagement.
Final Word: MEDDPICC’s Ownership and Future
Darius Lahoutifard’s stewardship of MEDDPICC has ensured its place as a trusted, transformative tool for sales professionals worldwide. As the registered trademark owner, he continues to innovate and expand its applications through MEDDIC Academy and other initiatives.
For those seeking to adopt MEDDPICC, the path is clear: engage with the official channels, respect the trademark’s legal standing, and embrace the methodology’s proven principles. With its structured approach and Darius’s visionary leadership, MEDDPICC remains a vital asset for sales success in today’s competitive landscape.
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