MEDDIC Sales Qualification
Data-driven deal qualification that transforms pipeline accuracy, forecast confidence, and sales performance.
In complex B2B sales, not all opportunities are created equal. MEDDIC is a qualification framework that helps sales teams identify which deals are worth pursuing — and which ones will waste time and resources.
Originally developed at PTC in the 1990s, MEDDIC has become the gold standard for enterprise sales qualification. It provides a structured, repeatable process for evaluating deal quality, improving forecast accuracy, and accelerating sales cycles.
What is MEDDIC?
MEDDIC is an acronym that represents six critical qualification criteria every sales opportunity must meet:
Metrics
What quantifiable business outcomes does the customer expect? Understanding the economic impact — cost savings, revenue growth, efficiency gains — is essential for building a compelling business case.
Economic Buyer
Who has the authority and budget to make the final purchasing decision? Identifying and engaging the economic buyer early is critical to closing deals efficiently.
Decision Criteria
What technical, financial, and business requirements must be met for the customer to move forward? Understanding these criteria helps you position your solution effectively.
Decision Process
What steps must the organization take to approve and implement the solution? Mapping the decision process helps you anticipate delays and navigate internal approvals.
Identify Pain
What specific business problem is driving this purchase? Pain must be urgent, quantifiable, and tied to business outcomes — not just a "nice to have."
Champion
Who inside the organization is actively selling on your behalf? A champion has influence, access to the economic buyer, and a vested interest in your success.
Why MEDDIC Matters
Forecast Accuracy Improvement
Organizations adopting MEDDIC report 30-50% better forecasting accuracy, with case studies showing 32% improvement in forecast precision.
Sales Cycle Reduction
Structured qualification helps shorten sales cycles by 10-20% by focusing resources on qualified opportunities.
Win Rate Uplift
Teams that rigorously apply MEDDIC see win rates improve by 25-40% on qualified opportunities.
How to Implement MEDDIC
1. Train Your Team
MEDDIC is only effective when every member of your sales team understands and applies it consistently. Invest in comprehensive training that covers each element of the framework and provides real-world examples.
2. Integrate into Your CRM
Build MEDDIC fields into your CRM system to ensure every opportunity is evaluated against the six criteria. This creates visibility, accountability, and data-driven pipeline reviews.
3. Conduct Regular Pipeline Reviews
Use MEDDIC as the foundation for pipeline reviews. Ask hard questions: Do we have access to the economic buyer? Is the pain urgent? Have we identified a champion? If the answer is no, the deal may not be qualified.
4. Measure and Iterate
Track how MEDDIC impacts your win rates, forecast accuracy, and sales cycle length. Use this data to refine your approach and identify areas where your team needs additional coaching.
The Bottom Line
MEDDIC isn't just a qualification framework — it's a discipline that separates high-performing sales organizations from the rest.
By applying MEDDIC rigorously, you'll spend less time chasing unqualified deals and more time closing opportunities that matter. The result: a healthier pipeline, more accurate forecasts, and predictable revenue growth.
Ready to Transform Your Sales Qualification?
European Gateway helps B2B technology companies implement MEDDIC and other proven sales methodologies to drive predictable growth.
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