MEDDIC

MEDDIC is a B2B sales qualification framework built around six criteria that, taken together, determine whether a deal is genuinely winnable and what work remains to close it. Each letter represents a qualification dimension: Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion. A deal that cannot be qualified against all six dimensions is either not ready to progress or not worth pursuing.

The six dimensions

Metrics — the quantified business impact the buyer expects from solving the problem. What is the financial value of fixing this? If neither the seller nor the buyer can put a number on the outcome, the business case is incomplete.

Economic Buyer — the individual with genuine budget authority. Not the person running the evaluation, but the person who signs off the investment. Access to the economic buyer is often the single most important signal of deal seriousness.

Decision Criteria — the formal and informal criteria the buyer will use to make their choice. Technical requirements, commercial terms, vendor stability, references. Understanding and influencing these criteria is a core selling activity.

Decision Process — the steps the buyer will follow to reach a decision. Who approves what, in what order, and by when. A decision process that is not mapped is a decision process the seller cannot influence.

Identify Pain — the specific, quantified business problem driving the evaluation. Pain that is vague is pain that does not generate urgency. The sharper the pain, the stronger the case for action.

Champion — the internal advocate with sufficient influence and motivation to drive the decision. Without a champion, the seller has no visibility into internal dynamics and no ability to influence them.

MEDDIC vs. MEDDPICC

MEDDPICC is an extension of MEDDIC that adds Paper Process (the legal, security, and procurement steps required to execute the contract) and Competition (the buyer's view of alternatives). MEDDPICC is better suited to complex enterprise deals where procurement and competitive dynamics are significant factors.

How Closing Foundry uses it

MEDDIC is the qualification backbone of the Closing OS. At each stage gate, deals are inspected against MEDDIC criteria — not as a box-ticking exercise but as a genuine test of deal health. In Revenue Workshops and deal inspection sessions, we use MEDDIC to surface the qualification gap that is most likely to cause the deal to stall or lose: an unmapped economic buyer, a champion without authority, or pain that has been identified but never quantified. Most deals that slip forecast do so because one or more MEDDIC dimensions were assumed rather than confirmed.