Meddic Sales: What is it and how to Implement it in Your Sales Process

November 17, 2023
Diya Mathur
Diya Mathur
Diya Mathur
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Picture this: 

It’s the 1990s at PTC (Parametric Technology Corporation), and sales are buzzing. But two curious souls, Richard Dunkel and Jack Napoli, are on a mission. 

They start with three simple yet profound questions: Why do we win, why do we lose, and why do some deals feel like they’re stuck in slow motion?

As they investigated the layers of PTC’s sales endeavors, they stumbled upon something fascinating. It wasn’t just intuition or luck that decided the fate of their deals; there were patterns, six of them, to be precise. 

These weren’t random pieces of a puzzle but a coherent methodology waiting to be discovered. This eureka moment led to the birth of the MEDDIC model, a beacon for navigating the tumultuous seas of B2B sales.

MEDDIC wasn’t just another sales tactic. It was a game changer. Dunkel and Napoli didn’t just create a model; they applied it with gusto at PTC. 

The results? 

Nothing short of spectacular. Imagine taking your sales from a cool $300 million to a whopping $1 billion in just four years. That’s exactly what they did.

This isn’t just a success story; it’s a testament to the power of understanding, qualifying, and engaging prospects in a methodical way. 

MEDDIC turned into more than a sales strategy; it became a legend in the B2B world, a systematic approach to uncovering and addressing the needs of prospects.

What is the MEDDIC sales process?

Imagine having a GPS specifically designed for navigating the complex journey of B2B sales. 

That's MEDDIC in a nutshell. 

Standing for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion, MEDDIC provides a comprehensive framework that guides sales teams through understanding and engaging potential customers.

Meddic Sales Process

Let's break down each component of the MEDDIC sales process:


This refers to understanding the specific measurable outcomes or goals that the customer is trying to achieve. 

These metrics could be related to cost savings, revenue generation, efficiency improvements, or any other key performance indicators (KPIs) that are important to the customer's business.

Economic Buyer 

The Economic Buyer is the person within the organization who has the authority to make purchasing decisions and control the budget. 

It's crucial to identify and engage with this individual early in the sales process to ensure that your solution aligns with their priorities and budgetary constraints.

Decision Criteria 

These are the specific factors or requirements that the customer uses to evaluate potential solutions. 

Understanding the decision criteria allows you to tailor your offering and messaging to address the customer's needs and priorities effectively.

Decision Process 

This refers to the steps and stakeholders involved in the customer's decision-making process. 

By mapping out the decision process, you can identify potential roadblocks or areas where your solution might face resistance and develop strategies to overcome them.

Identify Pain 

Pain points are the challenges, issues, or opportunities for improvement that the customer is facing. 

By understanding and empathizing with the customer's pain points, you can position your solution as a valuable means of addressing their needs and achieving their goals.


A champion is someone within the customer's organization who advocates for your solution and helps navigate the internal politics and bureaucracy. 

Building strong relationships with champions can significantly increase your chances of success by providing insider insights and support throughout the sales process.

It's not just about making a sale; it's about making the right sale, to the right customer, at the right time. 

By focusing on these critical elements, MEDDIC helps sales professionals pinpoint exactly what their customers need and how to deliver it effectively.

Why Use the MEDDIC Sales Methodology?

You're probably on the hunt for a sales methodology that really ticks all the boxes? 

Let's talk about MEDDIC: The sales equivalent of a Swiss Army knife!


Because it's all about making your sales process as efficient and effective as possible. 

Imagine having a roadmap that not only tells you where to go but also the best stops along the way. That's MEDDIC.

With MEDDIC, sales teams can really get into the nitty-gritty of their customer's needs, making every pitch or proposal as tailored and compelling as possible. 

How to Implement MEDDIC Sales in Your Existing Sales Process

Integrating MEDDIC into your current sales routine might seem like a huge challenge. However a few simple tips can get you started. Here's the breakdown:

Training Wheels First 

Get your team up to speed with MEDDIC's basics through workshops or training sessions. Knowledge is power!

Analyze Your Current Process 

Take a good look at how you do things now. Where can MEDDIC's components fit in seamlessly? Where might you need to make adjustments?

Start Small, Dream Big 

Implement MEDDIC in phases. Maybe start with 'Identify Pain' to understand your customers better before going full throttle.

Three Quick Tips for Adopting the MEDDIC Methodology

Speak the Language

Make MEDDIC's components part of your everyday conversations. The more you talk about it, the more natural it becomes.

Celebrate the Wins

Got a success story thanks to MEDDIC? Share it far and wide within your team. Nothing breeds success like success.

Use Technology

There are tools out there that can help automate and track your MEDDIC progress. Use them! They're like having a personal sales assistant.

Importance of MEDDIC for your sales strategy

There’s no doubt that understanding the customer is the key to unlocking sales success. And here’s why incorporating MEDDIC into your sales strategy isn't just smart; it's essential:

Importance of MEDDIC for Your Sales Strategy
  • Enhanced Customer Insight:

By emphasizing the identification of customer pain points and decision-making criteria, MEDDIC enables sales teams to tailor their pitches and solutions more effectively, leading to higher conversion rates.

  • Streamlined Sales Process:

MEDDIC's structured approach helps teams focus on quality leads, reducing time wasted on unfruitable prospects and ensuring efforts are concentrated where they can have the most impact.

  • Better Forecasting and Pipeline Management:

With its emphasis on understanding the customer's buying process and criteria, MEDDIC allows for more accurate sales forecasting and pipeline management, crucial for strategic planning and resource allocation.

  • Increased Deal Closure Rates:

By identifying and engaging the key stakeholders and champions within the customer's organization, MEDDIC increases the likelihood of deal closure, enhancing overall sales performance.

Incorporating MEDDIC into your sales strategy transforms the way teams approach, manage, and close deals, setting a foundation for sustainable sales success.

For further reading, check Why Sales Approaches Are the Key to Your Business Success

MEDDIC Limitations

No methodology comes without its quirks, and MEDDIC is no exception. Your sales reps may feel that the process is rigid and throttles creativity. 

Plus, it requires a level of detail and documentation that can feel overwhelming. 

By understanding these limitations, companies can better assess how MEDDIC fits into their sales strategy and what adjustments might be necessary to overcome its challenges. 

It's all about finding the right balance between structure and flexibility to make MEDDIC work for your team.

Continuous Improvement in MEDDIC Sales: Feedback Loops and Iterative Refinement

The key to making MEDDIC work for you over the long haul? 

Continuous improvement. 

Think of it as evolving your sales strategy with regular feedback loops and refinements. 

After each sales cycle, gather your team, dive into what worked and what didn't, and tweak your approach accordingly. 

It's like a software update for your sales strategy - keeping things fresh and effective.


Think of MEDDIC, MEDDICC, and MEDDPICC as siblings in the sales methodology family. 

MEDDIC is the foundation, focusing on understanding the customer deeply. 

MEDDICC adds "Competitors" to the mix, reminding you to keep an eye on the other players in the game. 

And MEDDPICC? It throws "Paper Process" into the equation, emphasizing the importance of navigating the bureaucratic maze. 

Depending on your sales environment and the complexity of your deals, one might fit better than the others.

What is the Difference Between MEDDIC and SPIN Selling?

While MEDDIC is like your GPS through the sales process, focusing on the buyer's needs and decision-making process, SPIN Selling is like being a detective. 

SPIN (Situation, Problem, Implication, Need-Payoff) is all about asking the right questions to lead the customer to realize they need what you're selling. 

MEDDIC is a strategic framework, while SPIN is a technique for guiding conversations. 

Both powerful, just in different ways!

Final thoughts

Whether you're a seasoned sales veteran or a newcomer to the field, integrating MEDDIC into your sales process can unlock new levels of insight, efficiency, and success.

However, it's also important to remember that no methodology is a silver bullet. 

The key to making MEDDIC work for you lies in adaptation, continuous learning, and keeping an open mind about the limitations and challenges it presents.

By doing so, you can tailor MEDDIC to fit your unique sales environment, leveraging its strengths to bolster your sales strategy.

Dive deep, implement thoughtfully, and watch as MEDDIC helps you navigate the complex currents of B2B sales with confidence and precision. 

Here's to your success!

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Diya Mathur

Diya is a Product Marketing Associate and content writer specializing in Incentive Compensation Automation. Diya has honed her ability to bridge the gap between intricate software functionalities and accessible, reader-friendly content. Her articles are a testament to her dedication to breaking down intricate SaaS solutions into digestible insights that cater to both tech-savvy professionals and those new to the software landscape.


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