MEDDIC — Metrics – Economic Buyer – Decision – Identify – Champion
Mapping a complex deal with multiple decision-makers and a long cycle — metrics, the economic buyer, decision criteria and process, the identified pain, an internal champion.
Mapping the decision-making structure of a complex deal
Qualifying and steering complex sales opportunities that involve multiple decision-makers, a long cycle and high stakes. MEDDIC is the qualification method used by enterprise sales teams at major tech companies.
What sets MEDDIC apart from BANT. MEDDIC is built for organisations where the decision involves several stakeholders with different agendas. BANT qualifies the opportunity; MEDDIC maps the decision-making structure.
The 6 criteria of the method
- MMetrics — the measurable, quantified impact (ROI, gains) of the solution for this client.
- EEconomic Buyer — the person who owns and approves the budget, distinct from the operational sponsor.
- DDecision Criteria — the criteria the client will use to choose a provider.
- DDecision Process — the steps and the timeline leading to the final decision.
- IIdentify Pain — the critical, concrete problem the client is trying to solve.
- CChampion — the internal sponsor actively backing the solution.
Reviewing an €800K transformation deal
Metrics: the client has measured a 45% degradation in time-to-market over 18 months. The engagement targets a 30% improvement on the current level. Estimated 3-year ROI: €3.5M in velocity gains.
Economic Buyer: IT holds the operational budget, but the CFO has to approve any investment above €500K. Access to the CFO hasn't been secured yet.
Decision Criteria: the client's 3 criteria are sector experience (industry), a skills-transfer plan, and transparent pricing.
Decision Process: a tender with 3 partners. Final presentation to the executive committee on March 15. Decision expected March 30.
Identify Pain: critical problem — the client is losing sales contracts because their development can't keep pace with market demand.
Champion: the sponsor is the deputy CIO, who put forward the provider's name. However, they don't have access to the CFO — a second champion needs to be built at the finance level.
Common mistakes
- ✕Confusing the Champion with the Economic Buyer — the Champion wants the solution; the Economic Buyer pays for it.
- ✕Not identifying the decision process — working without knowing the steps leaves you exposed to surprises.
- ✕Vague Metrics: "improve performance" is not a metric.
- ✕No Champion = a vulnerable deal. With no internal sponsor, a competitor can get ahead without the seller ever knowing.
Quick checklist
- ✓The solution's ROI is quantified for this specific client.
- ✓The Economic Buyer is identified and accessible.
- ✓The decision criteria are known and the proposal explicitly addresses them.
- ✓The steps and timing of the decision process are known.
- ✓The critical pain is identified and the solution addresses it directly.
- ✓An active, informed Champion is in place.
MEDDIC in one sentence
MEDDIC = a complete map of a complex deal. Metrics + Economic Buyer + Decision criteria + Decision process + Identify pain + Champion. A deal with no active Champion and no access to the Economic Buyer is a deal at risk.
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