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How to Use MEDDIC, MEDDICC, or MEDDPICC to Improve Sales Team Performance

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Intelemark is proud to present an overview of the MEDDIC sales qualification method. This system has been used by successful sales teams for many years, and it can be a powerful tool for your team as well. In this overview, we’ll discuss what MEDDIC is, how it works, and other models of the system that you may want to consider.


MEDDIC is an acronym that stands for “Market, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion”. It’s a sales qualification process that helps sales teams effectively qualify leads and identify potential customers who are likely to buy their product or service. The acronym was coined in 1996 by Mark Roberge when he was working at HubSpot.

The acronym has since evolved into two additional versions: MEDDICC (which adds a “C” for competition) and MEDDPICC (which adds a “P” for paperwork process). Each version provides additional insights into the customer’s buying process that can help sales reps better understand their prospects and close more deals.

History of the Sales Qualification Method

The concept of using an acronym-based system to qualify leads dates back to the 1980s when Richard Ruff developed his own version called BANT (Budget, Authority, Need, Timing). This system helped sales reps quickly determine whether a lead was worth pursuing or not. Since then, many companies have created their own versions of this system with different acronyms and criteria.

MEDDIC is one such system that has become increasingly popular in recent years due to its effectiveness in qualifying leads and helping sales reps close more deals. It focuses on understanding the customer’s decision-making process so that sales reps can tailor their approach accordingly.

Benefits of Using MEDDIC for Sales Teams

Using the MEDDIC qualification method can provide numerous benefits for your sales team. It helps them quickly identify qualified leads who are most likely to purchase your product or service. It also allows them to understand the customer’s decision-making process so they can tailor their approach accordingly and increase their chances of closing more deals. Additionally, it allows them to uncover any pain points that may be preventing customers from making a purchase so they can address them directly in order to close more deals. Finally, it helps them identify champions within organizations who can support their efforts internally and help move deals forward more quickly.

Steps in the MEDDIC Qualification Process

The MEDDIC qualification process is an essential tool for sales teams to ensure that they are targeting qualified leads and increasing their close rate. It is a method of evaluating prospects that can help sales reps determine whether a customer has the ability and motivation to purchase their product or service. MEDDIC stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Implicated Pain, and Champion. Each of these components plays an important role in assessing whether a prospect is a good fit for a company’s products or services.

Metrics: Measuring Customer Value Provided

Before beginning the MEDDIC qualification process, it is important to consider how much value the customer will provide to your company. This involves looking at metrics such as deal size, revenue potential, customer lifetime value (CLV), and customer acquisition cost (CAC). Once you have identified these metrics, you can use them to determine if the potential customer meets your criteria for being a good fit for your business.

How to Use MEDDIC, MEDDICC, or MEDDPICC to Improve Sales Team Performance

Economic Buyer: Authority for Buying

The next step in the MEDDIC qualification process is identifying who has the authority to make purchasing decisions on behalf of the customer. This person is known as the economic buyer and it is important to understand who they are before engaging with them further. By understanding who holds decision-making power within an organization, sales reps can more effectively target their efforts and increase their chances of success.

Criteria Used to Decide by the Customer

Once the economic buyer has been identified, it is time to look into what criteria they use when making purchasing decisions. What factors do they consider when deciding which product or service best meets their needs? Understanding this information can help sales teams tailor their approach accordingly and maximize their chances of closing deals with customers.

Decision Process: Actual Process Used to Get the Decision

In addition to understanding what criteria customers use when making buying decisions, it is also important to understand how they go about making those decisions. What processes do they use? How many people are involved? Knowing this information can give sales reps insight into how long it might take for customers to reach a decision so they can plan accordingly.

Implicate Pain: Find Pain Points and Severity

When assessing prospects using MEDDIC, it is also important to identify any pain points that customers may be experiencing related to their current situation or processes. By understanding what issues customers are facing and how severe those issues are, sales reps can better position themselves as problem solvers who have solutions that can help address those concerns.

Champion: Who is Supporting Sales Reps Internally?

The final component of MEDDIC involves identifying who within an organization might act as an internal champion for your product or service offering once it has been sold. Who will be responsible for helping implement and maintain your solution? Having someone internally who not only understands but also supports your product or service offering can be invaluable when trying to close deals with customers.

By following these steps in the MEDDIC qualification process, sales teams can more accurately assess whether prospects are qualified leads that have both the ability and motivation to purchase from them and ultimately increase their close rate.

MEDDIC qualification process is an essential tool for sales teams to assess prospects and increase close rate. Interesting Key Findings: Identifying economic buyer, criteria used to decide, decision process, implicated pain & champion helps tailor approach & maximize chances of success.

Other Models of MEDDIC

The MEDDIC sales qualification method is one of the most widely used and successful approaches for qualifying leads. However, some companies have expanded upon the original model to create their own unique version that better suits their organization’s needs.

Adding a “P” for Paperwork Process

Some organizations opt to add an additional “P” in their model to stand for paperwork process. This additional step provides a more comprehensive view of the customer’s buying journey and helps sales reps identify any potential roadblocks or hurdles that may arise during the negotiation process. The paperwork process allows reps to understand the customer’s expectations and requirements, as well as any other necessary documents they need to complete in order to close the deal.

Adding a “C” for Competition

Another common addition to MEDDIC is a “C” which stands for competition. This step helps sales reps assess who else may be vying for the customer’s business and how they can differentiate themselves from other vendors or solutions. By understanding their competitive landscape, reps can craft targeted messaging that speaks directly to the customer’s specific pain points and goals, thus increasing their chances of winning over the business.

Overall, adding additional steps to MEDDIC can help give sales reps a more thorough understanding of their customer’s needs and wants as well as provide insight into potential obstacles they may encounter during negotiations. At Intelemark, we specialize in customizing our services based on each client’s unique needs, so if you are interested in exploring different versions of MEDDIC or would like assistance with developing your own customized approach, please reach out today!

Companies have adapted MEDDIC, adding steps such as “P” for paperwork and “C” for competition to better suit their needs.


The MEDDIC qualification process is an essential tool for sales teams to ensure they are targeting the right prospects and qualifying them correctly. It provides a comprehensive framework that helps sales reps understand customer needs and pain points, as well as how to best position their product or service to meet those needs. By using this method, sales reps can more effectively qualify leads and close more deals.

Summary of Benefits of Using MEDDIC Selling

Using the MEDDIC qualification process helps sales teams in several ways. It enables them to identify the right customers and determine if they have the authority, criteria, decision process, and budget to purchase what is being offered. This method also helps sales teams uncover customer pain points so they can better position their product or service as a solution. Finally, it allows sales reps to find internal champions who will support their efforts throughout the entire process.

Resources for Further Learning

To learn more about MEDDIC selling and its benefits, Intelemark recommends reading “The Definitive Guide to MEDDIC Sales Qualification” by Mark Hunter. Additionally, Intelemark offers a range of services that can help businesses reach their goals through appointment setting and lead nurturing campaigns tailored specifically to their needs. Contact us today for more information on how we can help you build your pipeline with qualified leads!

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