The framework. MEDDIC = Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion. Built at PTC in the 90s. Still the gold standard for complex B2B.
Why it matters. A "yes" from someone who can't sign, doesn't control budget, or hasn't agreed on criteria is not a yes. It's a future no with extra steps.
The six checks.
- Metrics — What number does this move? "If this works, what does it save / make you in 12 months?" If they can't answer, the deal has no economic gravity.
- Economic buyer — Who literally signs? Not "involved." Signs. Get the name. Get a meeting.
- Decision criteria — On what specific basis will they choose? Get them to write the criteria with you — now you're the author of the rubric.
- Decision process — Steps, dates, stakeholders. "Walk me through what happens between today and a signed contract."
- Identify pain — Not "interest." Pain. What breaks if they do nothing? Quantify it.
- Champion — Someone inside who sells for you when you're not in the room. They have power, they want this, and they'll spend political capital.
The disqualification courage. MEDDIC's real power is permission to walk. If 3+ of these are missing after discovery, the deal isn't real — stop forecasting it.