MEDDICC is a qualification framework used by sales teams to assess the strength of an opportunity. It stands for Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion, and Competition. Each component helps evaluate how likely a deal is to close and what factors may influence the outcome.
In complex B2B environments, MEDDICC brings structure and predictability to opportunity management. It encourages sellers to validate information, understand the customer’s buying process, and identify influence dynamics within the organisation. Teams that use MEDDICC benefit from clearer forecasting, more accurate pipeline visibility, and stronger alignment between sales, marketing, and RevOps. It ensures opportunities are qualified using a shared definition of what a strong deal looks like.