MEDDIC — Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion

TL;DR

MEDDIC is a six-step B2B sales qualification framework that helps reps qualify enterprise deals by understanding the buyer's metrics, decision-makers, and pain points.

Letter-by-letter breakdown

Letter	Meaning	What it actually means
M	Metrics	The quantifiable outcome the buyer wants — the number that justifies the spend.
E	Economic Buyer	The person with budget authority who can say yes without asking anyone.
D	Decision Criteria	The explicit criteria the buyer will use to pick a vendor.
D	Decision Process	The steps and timeline from evaluation to signed contract.
I	Identify Pain	The business problem urgent enough to drive action now.
C	Champion	Your internal advocate who benefits personally when the deal closes.

What is MEDDIC?

MEDDIC was created at PTC in the early 1990s and credited with growing the company from $300M to $1B in revenue. It is the foundation that MEDDICC and MEDDPICC build on. Reps use it to qualify out unwinnable deals early and focus on opportunities where they can confidently answer every letter.

When to use MEDDIC

Mid-market and enterprise sales cycles
Any deal with a formal procurement process
Forecast and deal-review meetings

Real examples

Metrics: 'Your VP said the target is 20% faster ramp for new SDRs — what does the current ramp look like?'
Decision Criteria: 'If you had to pick three things that matter most when comparing tools, what would they be?'
Identify Pain: 'You mentioned reps are missing quota — what's that costing you per month?'

Want to practice MEDDIC live? Run a roleplay with an AI buyer.

How we built this

This page is maintained by the LemCoach product team. Definitions are validated against how reps actually deploy MEDDIC inside our practice scenarios — the same framework powers our in-app coaching rubric, so changes here roll forward into how we score live calls.