How you qualify opportunities determines everything that follows, from forecast accuracy to win rates. That’s why so many high-performing teams rely on the MEDDIC sales methodology. As one of the most trusted sales frameworks, it helps you close deals faster, navigate complex buying processes, and stay aligned with real decision-makers.
For SaaS teams, MEDDIC adds structure where it matters most. Instead of chasing uncertain leads or guessing at next steps, reps can anchor each deal to clear signals and criteria that keep things moving.
In this guide, we’ll walk through the MEDDIC framework, show how it applies to modern tech sales, and share how tools like Jiminny can help your team adopt and scale it across every conversation.
The MEDDIC sales methodology is a qualification framework that helps teams improve sales forecasting accuracy and increase close rates. By identifying key factors early, like buyer intent, decision power, and urgency, MEDDIC keeps your team focused on high-quality opportunities instead of getting stuck in low-probability pipelines.
MEDDIC was developed in the 1990s at PTC (Parametric Technology Corporation), a company facing long, complex sales cycles with inconsistent forecasting. Its sales team needed a way to qualify opportunities more rigorously and avoid wasting time on unqualified deals. The framework they created focused on measurable value, decision power, and internal advocacy, helping them shorten cycles, improve forecasting accuracy, and increase close rates. Since then, it’s been adopted across SaaS and enterprise sales as a reliable way to bring structure and predictability to high-stakes selling.
MEDDIC stands for six factors every sales team should evaluate before moving a deal forward:
• Metrics: What’s the business impact? Consider cost savings, revenue growth, or any measurable ROI your solution can deliver.
• Economic Buyer: Who signs the deal? This person has the final say—no approval from them, no deal.
• Decision Criteria: What matters most to the buyer? These are the must-haves: features, performance, pricing, security, and anything else they’ll use to evaluate you.
• Decision Process: How will the deal get done? Who’s involved, what’s the timeline, and which approvals or steps are needed along the way?
• Identify Pain: What problem are they trying to solve, and how urgent is it? This is the "why now" behind the deal.
• Champion: Who’s rooting for you inside the company? Your champion is the internal voice pushing things forward when you’re not in the room.
When your team covers all six of these, you’re no longer guessing. Instead, you’re qualifying with purpose and creating a deal strategy for closing.
In some cases, MEDDIC is expanded to include additional qualification steps, resulting in variations like the MEDDPICC and MEDDICC sales methodology. These frameworks build on the original model to give sales teams more precision when managing complex deals.
• MEDDICC adds Competition, which helps you understand how the prospect views other vendors and how those comparisons influence their decision. It’s especially useful when a prospect is already using another tool and you need to understand how satisfied they are, what’s missing, and whether they’re open to switching.
• MEDDPICC includes the Paper process, covering legal, procurement, and administrative steps that can slow down enterprise sales. Mapping these early can help you anticipate delays and keep deals from stalling after verbal approval.
These expanded versions come into play when dealing with longer sales cycles, larger buying groups, or stricter compliance steps. The core framework stays the same; you're just adding more depth where complexity demands it.
The MEDDIC sales framework works especially well in tech and SaaS because it brings structure to the chaos. Sales cycles are often long, high-value, and involve multiple people weighing in. Prospects are cautious, and qualification needs to happen early if you're going to move deals with confidence.
Here’s what makes the MEDDIC framework so effective:
• Focus on real opportunities: By qualifying early, your team spends less time on deals that were never going to close. You stay focused on leads that show real intent.
• Better forecasting: When you qualify deals early and flag risks, your pipeline becomes easier to trust. A strong revenue intelligence platform can take that visibility even further by surfacing trends, strengthening forecasts, and helping sales leaders plan with more precision.
• Internal momentum: MEDDIC puts the spotlight on champions. Identifying and empowering the right internal advocates often makes the difference between stalled and signed.
• Stronger sales-buyer alignment: It keeps your process tied to how buyers make decisions, not how you hope they do.
• Clear value from the start: The framework helps you surface ROI early, which builds buyer confidence and speeds up the path to yes.
Compared to frameworks like BANT or SPIN, the MEDDIC sales method offers more depth and flexibility. It’s built to handle longer cycles, multiple decision-makers, and the complexity common in tech sales.
|
Methodology |
Complexity |
Ideal deal size |
Buyer journey alignment |
|
MEDDIC |
High |
Mid-market to Enterprise |
Strong—built for modern, multi-stakeholder buying processes |
|
BANT |
Low |
SMB to Mid-market |
Weak—can miss nuance in complex deals |
|
SPIN |
Medium |
Mid-market |
Moderate—great for consultative selling, but not as structured for qualification |
Qualification is just the start. When applied across the full cycle, the MEDDIC sales process becomes a practical guide for keeping deals focused and moving, from the first call to close.
Each element of MEDDIC maps to a key part of the sales conversation. When your reps know where and how to apply them, qualification stops being a one-and-done checklist and becomes part of how your team sells daily.
Let’s start with Metrics.
Metrics give you something solid to work with. They help you move beyond generic pain points and focus on measurable impact like saving money, boosting efficiency, or hitting growth targets.
At this stage, your job is to uncover what success looks like in financial terms. You’re not just qualifying the deal but helping the buyer build a case internally.
You might ask:
• How are you tracking the impact of this issue today?
• What would solving it mean financially?
• Are there specific targets you need to hit this quarter or year?
• How will your team measure success if this goes forward?
• When you have the numbers, you can speak to what actually matters to the buyer and show how your solution gets them there.
In tech sales, deals often stall because reps sell to someone who can’t sign. The economic buyer with budget authority is usually in the C-suite, finance, or procurement. You need to know who they are early so you’re not chasing approval that won’t come.
Getting there takes more than guesswork. Use your discovery calls, LinkedIn sleuthing, and internal champions to map the organization and determine who holds the pen.
Once you have that clarity, everything else moves faster. You’ll know who needs to see a proposal, who needs to be in the demo, and where to focus when it’s time to close.
Most buyers come in with a mental checklist that could include specific features, pricing requirements, integration needs, or security standards. Your job is to find out what’s on that list as early as possible.
Once you’ve identified the economic buyer, don’t rely on assumptions. Ask what matters most. What are they comparing? What has to be included? What would be nice to have but isn’t essential?
The criteria are there, whether you uncover them or not. If you don’t ask, you risk missing the real reasons deals fall through.
Every company handles buying differently. Some need three approvals, while others have strict procurement timelines or legal checkpoints that slow things down. Knowing how a decision moves forward helps your team stay aligned and avoid surprises.
This is where alignment matters. Invite your prospect to lay out the internal steps as they see them. Build the plan together, so both sides know what’s coming and who needs to be involved at each phase.
That insight supports a stronger sales enablement strategy. It lets reps guide the deal with intention and adjust quickly when timelines shift or new stakeholders join the process.
With a conversation intelligence platform, you can track the deal's progress across every interaction. It gives your team visibility into key moments, surfaces blockers, and helps maintain progress when things get complicated.
Pain gives a deal its momentum. Without it, there’s no reason to act. In tech sales, that pain often comes from friction, such as manual workarounds, broken processes, or missed targets that affect revenue, speed, or team morale.
Instead of focusing on features, shift the conversation to what’s holding the prospect back. Ask about their biggest friction points. Invite them to describe how they affect their day-to-day lives. Listen closely when they talk about delays, missed goals, or pressure from leadership. That’s where urgency lives.
Understanding these details shapes how you frame your solution and gives your champion the language they need to advocate for change.
In complex sales, progress often depends on someone inside the organization who takes ownership early. It’s rarely the buyer alone who drives momentum. Deals tend to advance when an internal advocate guides the process and keeps priorities aligned. That person is your champion.
Unlike the economic buyer, a champion may not control the budget, but they influence the conversations that lead to decisions. They have context around internal blockers, awareness of competing priorities, and the trust of colleagues across departments. Their support often determines whether a deal gains traction or stays stuck in limbo.
Champions are typically close to the problem you’re solving. They feel the friction your product addresses: inefficiency, risk, cost, or delay. That’s why you’ll often find them in functions like sales operations, enablement, or product teams where time and results are closely measured, and where the pain is hard to ignore.
You need to set the champion up for success when building that kind of internal alignment. That means equipping them with clear, specific information they can use to advocate on your behalf. A one-pager tailored to their priorities, a relevant use case they can share, or a concise narrative they can repeat to their team can make all the difference.
MEDDIC only becomes effective when it's part of your team's thinking. To build consistency, you need alignment between sales, MEDDIC, and the internal workflows that support execution. That alignment starts with how the framework is introduced and supported across your team.
Implementation tips that drive real adoption:
• Run a MEDDIC playbook workshop grounded in real-deal data
• Embed MEDDIC questions into call scripts, templates, and deal reviews
• Use a conversation intelligence platform to track how consistently the framework is applied
• Map MEDDIC elements directly to CRM fields that reps and managers actually use
• Support team leads with coaching prompts and a connected sales intelligence platform
• Build MEDDIC role-plays into onboarding and ongoing team development
• Include MEDDIC in team reviews, pipeline meetings, and one-on-ones
• Refresh training regularly with examples from recent wins and losses
• Create feedback loops to refine the process using real-time deal data
• Align performance metrics and KPIs with MEDDIC signals, not just close rates
• Collaborate with marketing and success to reinforce the same criteria across the funnel
• Highlight and celebrate wins where strong qualifications made the difference
MEDDIC becomes second nature when visible in every part of the sales process—from discovery calls to forecast reviews. When built into how your team operates, qualification improves, coaching has more impact, and deal execution gets sharper.
Knowing the MEDDIC framework is one thing. Using it in actual conversations is what makes it useful. Below are sample questions you can use at each stage to surface key information and clarify deals.
|
MEDDICC element |
Discovery question examples |
|
Metrics |
What’s the financial cost of this issue today? |
|
What is the ultimate goal you’d like our product/service to achieve? |
|
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How do you plan to track your progress? |
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How do you plan to measure the success of your investment? |
|
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Economic buyer |
Who signs off on deals like this? |
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How do we get them involved in the sales process? |
|
|
Do they need to see a demonstration before initial approval? |
|
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What concerns would need to be addressed before making a final decision? |
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Decision criteria |
What are the primary factors you are evaluating when considering vendors? |
|
What kind of support would you require post-purchase? |
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How important is integration with your current tech stack in your decision process? |
|
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Do you have a specific budget in mind? |
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Decision process |
Can you walk me through the steps from demo to purchase order? |
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What internal processes need to be completed before a purchase is finalised? |
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Who needs to be involved in the final decision-making process, and when? |
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How can we ensure that all key stakeholders are aligned and engaged throughout the process? |
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Identify pain |
What is the root cause of your current issue? |
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How badly does the issue affect your bottom line? |
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What happens if you don’t solve this by the end of the quarter? |
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How is this problem affecting your team’s productivity? |
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Champion |
Who else in your organisation sees the value in this solution, like you do? |
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How can we work together to get others on board with this solution? |
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How would you explain the benefits of our offerings to others? |
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What influence do you have with key decision makers within your company? |
The MEDDIC framework gives your team a smarter way to qualify deals. Jiminny helps you turn that framework into a consistent, repeatable process.
Our platform combines conversation intelligence, sales intelligence, and pipeline insights to track MEDDIC adoption, flag deal risks, and support coaching in real time. You’ll see how reps apply the methodology in calls, where deals are losing traction, and how to course-correct before it’s too late.
If you're ready to tighten your qualification process, improve forecast accuracy, and coach with confidence, book a demo and see how Jiminny can help you make MEDDIC part of your team's sales process.
Looking for ways to shorten your sales cycle for faster wins? Check out our guide.