What is the MEDDPICC (or MEDDICC) sales framework?

Busy? Here's the short answer:

MEDDPICC is a sales qualification framework used to assess potential deals or opportunities in a structured manner. It stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identified Pain, Champion, and Competition.


MEDDPICC is a sales qualification framework that helps sales teams assess potential deals or opportunities in a structured manner. Each letter in MEDDPICC represents a critical aspect to consider when evaluating a sales opportunity. Let's break down what each letter stands for:


Metrics refer to the quantifiable measurements that indicate the success of a deal. This can include revenue targets, return on investment (ROI), cost savings, or any other key performance indicators (KPIs) that align with the customer's objectives.

Economic Buyer

The Economic Buyer is the person or group with the authority to make the final purchasing decision. Identifying and engaging with the Economic Buyer is crucial to moving the deal forward and ensuring all stakeholders' needs are addressed.

Decision Criteria

Decision Criteria are the specific factors that the customer considers when evaluating a solution. Understanding these criteria allows the sales team to tailor their pitch to address the customer's priorities effectively.

Decision Process

The Decision Process outlines the steps involved in the customer's decision-making journey. Knowing the stages and key milestones helps the sales team navigate the process and provide the necessary support at each stage.

Identified Pain

Identified Pain refers to the challenges, problems, or pain points the customer is facing, which prompted them to seek a solution. Addressing these pain points with the right solution is critical to winning the deal.


The Champion is an internal advocate within the customer's organization who supports the sales effort, promotes the solution, and helps navigate the internal dynamics to secure the deal.


Understanding the competitive landscape allows the sales team to position their solution effectively against competitors and highlight the unique value it brings to the customer.

Key Takeaways

  • MEDDPICC is a sales qualification framework that stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identified Pain, Champion, and Competition.
  • This structured approach helps sales teams evaluate opportunities more effectively and increases the chances of winning deals.
  • By addressing each element in MEDDPICC, salespeople can better understand the customer's needs and align their solutions accordingly.

How to Use MEDDPICC in Sales

Using MEDDPICC in sales involves a systematic process of gathering information and assessing the opportunity. Here are the steps to implement MEDDPICC effectively:

  1. Research and Discovery: Start by researching the customer and gathering information about their pain points, decision-makers, and competitors. Engage with the customer to understand their needs and priorities better.

  2. Metrics and Decision Criteria: Work with the customer to identify the key metrics they are looking to improve and the specific criteria they will use to evaluate potential solutions. This step ensures that both parties are aligned on the objectives.

  3. Identify the Economic Buyer: Find out who holds the ultimate decision-making authority within the customer's organization. Building a relationship with the Economic Buyer is critical for deal success.

  4. Understand the Decision Process: Gain insights into the customer's decision-making process, including the stakeholders involved and the typical timeline for making a decision.

  5. Address Identified Pain Points: Position the solution as a means to address the customer's pain points and challenges effectively. Show how the solution can deliver tangible value and overcome their specific pain points.

  6. Cultivate a Champion: Identify a Champion within the customer's organization who can advocate for the solution and influence other stakeholders positively.

  7. Competitive Analysis: Understand the competitive landscape and highlight the unique selling points that differentiate the solution from competitors.


Q1: Is MEDDPICC applicable to all types of sales opportunities?

MEDDPICC is widely used across various industries and sales scenarios. It can be applied to both B2B and B2C sales processes.

Q2: How does MEDDPICC differ from other sales qualification frameworks?

MEDDPICC offers a comprehensive and structured approach to sales qualification, covering critical aspects like Metrics and Economic Buyer, which some other frameworks may overlook.

Q3: Can MEDDPICC be used in combination with other sales methodologies?

Yes, MEDDPICC can be integrated with other sales methodologies like BANT (Budget, Authority, Need, Timeline) or SPIN Selling to enhance the sales process and increase the probability of successful deals.

MEDDPICC is a powerful tool that equips sales teams with a systematic approach to evaluate and win sales opportunities. By analyzing Metrics, engaging with the Economic Buyer, addressing Decision Criteria, and considering other essential factors, sales professionals can maximize their chances of success and deliver value to their customers.

Related terms...

Decision Maker

The decision maker is the individual with the authority to make final purchasing choices and decisions within an organization. Identifying and engaging with the decision maker is crucial, as they have the ability to approve or reject a purchase.

Learn more

Demand generation

Demand Generation is the marketing strategies and activities aimed at creating demand (awareness and interest) for a product or service among potential customers.

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A Demo is a presentation of a product or service offered by a salesperson, often an Account Executive, to help a prospect better understand how the product and meet their specific needs and solve their problems.

Learn more

All terms

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