Sales Qualification with MEDDICC: A Comprehensive Guide

4 min read


In the competitive world of sales, it’s crucial to have a structured and effective sales qualification process. One highly regarded methodology that has gained prominence is MEDDICC. Short for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion, and Competition, MEDDICC is a comprehensive framework that equips sales professionals with the tools needed to navigate complex sales cycles successfully. In this article, we’ll dive deep into the MEDDICC sales qualification framework, exploring each component and understanding how it can revolutionise your sales strategy.

Understanding MEDDICC

MEDDICC by Force Management is a methodology developed to help sales teams gain a deeper understanding of the key aspects of a deal, enabling them to improve their win rate and deal size. This framework used in conjunction with 4 Disciplines of Execution, Command of the Sale and other methodologies will help you double your close rates. 

Let’s break down each MEDDICC component:

  • Metrics:

In the Metrics stage, sales professionals identify the measurable outcomes that are most important to the customer. These could include financial targets, key performance indicators, or any other quantifiable objectives the customer aims to achieve. Understanding the customer’s metrics is crucial for tailoring your solution to their specific needs.

  • Economic Buyer:

The Economic Buyer is the individual within the customer organisation who has the authority to make financial decisions. Identifying this person early in the sales process is vital, as they are the ultimate decision-maker when it comes to budget allocation.

  • Decision Criteria:

Sales teams need to understand the criteria that the customer will use to evaluate potential solutions. Decision Criteria encompass the factors that are most critical to the customer’s decision-making process. This knowledge allows sales professionals to align their offering with the customer’s needs.

  • Decision Process:

Knowing how decisions are made within the customer organisation is essential. The Decision Process involves understanding who is involved in the decision, what their roles are, and how they influence the outcome. Mapping out this process helps sales professionals navigate complex sales cycles more effectively.

  • Identify Pain:

In this stage, sales professionals dig deep to identify the customer’s pain points and challenges. Understanding what’s causing pain for the customer helps tailor the solution to address these specific issues, making it more compelling.

  • Champion:

The Champion is a key ally within the customer organisation who advocates for your solution. Building a strong relationship with a Champion can significantly influence the outcome of the sale. They can provide insights, navigate internal politics, and promote your solution.

  • Competition:

Understanding your competition is crucial in any sales qualification process. Sales teams need to know who they are competing against, what advantages their competitors offer, and how to position their solution as the best choice.

Implementing MEDDICC in Your Sales Qualification

Now that we’ve broken down the components of MEDDICC, let’s discuss how you can implement this methodology effectively in your sales process:

  • Training and Familiarisation:

Ensure that your sales team is well-versed in the MEDDICC framework. Provide training and resources to help them understand each component and its significance in the sales process.

  • Customer Research:

Invest time in thorough research of potential customers. Understand their industry, challenges, and key decision-makers. Identify the Economic Buyer and potential Champions early on.

  • Tailored Solutions:

Use the insights gained from MEDDICC to craft tailored solutions for each customer. Show them how your offering aligns with their Metrics, Decision Criteria, and addresses their identified pain points.

  • Regular Review and Adaptation:

Continuously review and adapt your sales strategy based on the evolving needs and insights gained from the MEDDICC framework. Regularly update your understanding of the Decision Process and Competition.

Benefits of MEDDICC

Implementing the MEDDICC framework in your sales qualification process offers several advantages:

  • Increased Win Rates:

By thoroughly understanding the customer’s needs and decision-making process, you can tailor your approach for a higher chance of success.

  • Larger Deal Sizes:

Identifying Metrics and Decision Criteria enables you to position your solution as one that delivers greater value to the customer.

  • Improved Sales Efficiency:

The structured approach of MEDDICC ensures that you focus your efforts on the most promising opportunities, reducing wasted time and resources.

  • Better Customer Relationships:

By identifying Champions and understanding pain points, you can build stronger, more meaningful relationships with customers.


In the dynamic world of sales, the MEDDICC methodology provides a structured and effective approach for understanding and winning complex deals. By diligently applying each component of MEDDICC, sales teams can increase their win rates, close larger deals, and build stronger customer relationships. To excel in today’s competitive landscape, consider adopting the MEDDICC framework and watch your sales qualification process transform into a more strategic and successful endeavour.

Quechua Digital Advisory is a specialists professional services digital agency offering end-to-end digital services, from Pay Per Click Advertising to Automation, Website Development, SEO, and much more, including Sales Consultancy. If you’d like to chat, give us a call or take a look at our track record. Our team will be happy to show you how we’ll run your campaigns and make it as effective as possible to accelerate digital growth in a digital world. You can get in touch with us here.


Andrew Sutcliffe


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Quechua Digital Advisory is a Digital Marketing Agency London who accelerates business growth in a digital world. We provide digital marketing services across 5 key areas including, Digital Marketing Strategy, Digital Advertising (Google Ads, Facebook Ads, Instagram Ads Linked In & Twitter Ads), Website Design, Search Engine Optimisation (SEO) plus Conversion Rate Optimisation.

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