Glossary
What is MEDDIC?
A qualification framework for complex B2B deals: metrics, economic buyer, decision criteria, decision process, pain and champion.
Definition
MEDDIC is a sales qualification framework for complex B2B deals that checks six things: Metrics, Economic buyer, Decision criteria, Decision process, Identify pain and Champion. Reps use it to judge whether a deal is real and what is still missing. Common variants add Competition (MEDDICC) and Paper process (MEDDPICC).
What each letter means
- Metrics. The measurable result the buyer expects, such as hours saved or revenue gained.
- Economic buyer. The person who controls the budget and can say yes when others say no.
- Decision criteria. What they will judge vendors on: price, integrations, security, support.
- Decision process. The steps and people between "interested" and "approved".
- Identify pain. The business problem behind the purchase and what it costs them.
- Champion. Someone inside who wants you to win and sells for you when you're not in the room.
MEDDICC and MEDDPICC
Two letters get added often. Competition covers who else they are considering, including building it themselves or doing nothing. Paper process covers the steps to get a signed contract: legal review, procurement, security questionnaires. MEDDPICC is common in enterprise sales, where paperwork alone can add weeks.
MEDDICC, a training company built around the framework, says MEDDIC was created in 1996 at PTC (Parametric Technology Corporation) by Dick Dunkel, working with John McMahon and Jack Napoli.
An example
Say you sell analytics software to a 300-person logistics company. Your contact, an operations manager, loves the demo. MEDDIC shows the gaps: you know the pain (late shipments) and you have a champion, but you don't know the metric they need to see, you haven't met the CFO who owns the budget, and nobody has mentioned that IT must approve any new vendor. Instead of forecasting the deal to close this month, you book a call with the CFO and ask your champion to walk you through IT's review.
When to use it
MEDDIC earns its keep on larger deals with several stakeholders and long cycles. For a quick, low-price sale to one decision maker, it is overkill; a lighter check like BANT is enough. Use it as a gap finder in deal reviews, not as a script to read on calls.
Questions
What does MEDDPICC stand for?
MEDDPICC stands for Metrics, Economic buyer, Decision criteria, Decision process, Paper process, Identify pain, Champion and Competition. It extends the original MEDDIC framework with paper process, the steps to a signed contract, and competition, the other options the buyer is weighing.
Is MEDDIC better than BANT?
Neither is better in general. MEDDIC is more thorough and fits complex deals with several stakeholders and long sales cycles. BANT is faster and fits simple, smaller deals. Many teams screen leads with BANT and switch to MEDDIC once an opportunity is large or complicated.
What is a champion in MEDDIC?
A champion is a person inside the buyer's company who wants your solution to win, has influence, and actively sells it internally. A friendly contact who likes you but won't push for the deal or give you access to decision makers is not a champion.
Sources, checked 25 October 2026: MEDDICC: Who created MEDDIC?.
Less jargon, more conversations.
Siela AI finds people with a fresh reason to talk, reaches them on LinkedIn, X and email from your own accounts, and keeps your social going.