What Is MEDDPICC? 8 Key Elements + How to Apply It


MEDDPICC is an advanced sales methodology that stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identify Pain, Champion, and Competition. 

It provides a structured framework to guide sales professionals through the entire sales cycle, focusing on key aspects that influence a customer’s decision-making process.

By dissecting each component of MEDDPICC, sales teams can gain a deeper understanding of their prospects’ needs and the competitive environment.

Now that you know the basics, it’s time to explore the key components of the MEDDPICC sales methodology.

The 8 Elements of MEDDPICC (+ Tips on How to Implement Each)

Let’s explore the elements of MEDDPIC and discover how each contributes to an effective approach in complex sales environments:

  1. Metrics
  2. Economic Buyer
  3. Decision Criteria
  4. Decision Process
  5. Paper Process
  6. Identify Pain
  7. Champion
  8. Competition

1. Metrics

This involves understanding the quantifiable benefits the prospect hopes to gain from the solution. To master this component, sales teams focus on how the product or service can positively impact the customer's key performance indicators (KPIs) and overall business objectives.

How to effectively implement the Metrics aspect:

  • Identify and understand the key performance metrics the prospect uses to measure success. Also, gain a thorough understanding of their goals.
  • Analyze how your product or service can directly improve these metrics and help the prospect reach their goals.
  • Establish a clear link between your solution and the improvement of these metrics and goals in your conversations.

Common questions to ask:

  • Which key metrics (cost, efficiency, revenue) are crucial for the success of your prospect’s business?
  • What specific goals is the prospect aiming to achieve, and how do they measure success in these areas?
  • In which areas does the prospect see potential for improvement, such as time savings, productivity boost, or revenue acceleration?
  • How would a new solution align with these objectives?

2. Economic Buyer

The Economic Buyer aspect involves identifying the individual who has the financial authority to make the purchase decision. This is about understanding their priorities, influence within the organization, and how they make buying decisions.

How to effectively implement the Economic Buyer aspect:

  • Identify the individual in the prospect’s team who has the ultimate financial authority in the buying decision.
  • Understand their priorities, goals, and the impact of your solution on their objectives.
  • Tailor your communication to address the economic buyer’s specific concerns and decision-making criteria.

Common questions to ask:

  • Are you speaking to the key decision-maker for a specific project, or is there someone else you should also be engaging with?
  • What does success look like for the decision-maker? What are their goals?
  • How can you customize your sales pitch to specifically appeal to the decision-maker's needs and goals?
  • What are your decision-maker’s top priorities? Do they align with the overall priorities of the business?

3. Decision Criteria

These are the standards or requirements that the prospect uses to evaluate and compare solutions. Understanding these criteria helps in aligning the product or service with the prospect’s specific needs and expectations.

How to effectively implement the Decision Criteria aspect:

  • Uncover the specific standards or requirements the customer will use to evaluate your solution.
  • Align your product’s features and benefits to these criteria.
  • Address how your solution meets or exceeds each of these criteria.

Common questions to ask:

  • What are the primary factors that drive your prospect’s buying decision?
  • What problems are they trying to solve? Has something specific spurred their motivation to evaluate a new solution?
  • What does the ideal solution look like for them, and what are its must-have features?
  • How does your solution meet or exceed the expectations that the prospects have?
  • How does cost factor into your prospect’s decision making process, and what value does your solution offer in terms of cost-effectiveness compared to alternative options?

4. Decision Process

This element outlines the steps and stages the prospect goes through in making their decision. It’s important to understand who is involved at each stage and what factors influence the decision at each point.

How to effectively implement the Decision Process aspect:

  • Map the customer’s decision-making process, understanding each step and stakeholder involved.
  • Identify potential bottlenecks or challenges in this process and plan to address them.
  • Tailor your sales strategy to align with the stages and timelines of the customer’s decision process.

Common questions to ask:

  • Who are the key individuals involved in finalizing decisions for projects like this?
  • Is there a formal procedure or specific steps that need to be followed before a decision is made?
  • Do you have a timeline or an estimated date by which you aim to make a decision?
  • Can we discuss how to best engage with you at different stages of your decision process?
  • What are the best ways for us to help you make a decision? What do you need to know and want to learn the most about? Why are you most interested in x, y, z? What problems are you trying to solve and why?

5. Paper Process

Refers to the administrative and logistical aspects of finalizing a deal, including contracts, legal documentation, and compliance. Understanding this process is crucial for navigating through the final stages of the sales cycle efficiently.

How to effectively implement the Paper Process aspect:

  • Understand all the administrative and documentation requirements needed to finalize the deal.
  • Coordinate with your legal and compliance teams to prepare necessary documents.
  • Proactively manage the paperwork to avoid delays in the sales process.

Common questions to ask:

  • Can you describe the steps involved in getting contracts completed and signed in your organization?
  • Are there any standard agreements or mandatory terms we should be aware of in the contracting process?
  • Who are the key individuals involved in the paperwork and legal review process?
  • How long does the legal review typically take?

6. Identify Pain

This focuses on the challenges or problems the prospect is facing, which your product or service can solve. It’s about tailoring the solution to these pain points to demonstrate its value effectively.

How to effectively implement the Identify Pain aspect:

  • Conduct in-depth discussions to uncover the prospect’s main challenges and pain points.
  • Demonstrate clearly how your solution addresses these specific issues.
  • Provide examples or case studies where you have successfully resolved similar challenges for other clients.

Common questions to ask:

  • What are the primary pain points or challenges you’re currently facing in your role or business?
  • Can you describe how these challenges are impacting your bottom line?
  • What are the potential consequences if these issues remain unaddressed?
  • How big of a priority for the overall business is solving this specific pain point?

7. Champion

This involves identifying and nurturing an internal advocate within the prospect’s organization. A champion is someone who believes in the value of the solution and can influence others in the decision making process.

How to effectively implement the Champion aspect:

  • Identify and cultivate relationships with internal advocates within the prospect’s organization.
  • Equip your champions with the information, sales tools, and confidence to support your solution internally.
  • Maintain regular communication with your champions to ensure they are engaged and empowered.

Common questions to ask:

  • Who in your prospect’s organization stands to gain the most from your offering?
  • Does this person have significant influence over decision-making processes?
  • Can they effectively communicate the benefits of your product in relation to the needs of the prospect’s company?
  • Have there been instances where they have successfully endorsed a similar solution?

8. Competition

This involves identifying the competitors involved in the deal, assessing their strengths and weaknesses, and determining how your solution fares in comparison to theirs. This knowledge helps in positioning your product or service more effectively against competitors.

How to effectively implement the Competition aspect:

  • Research and understand your competition in the deal — their strengths, weaknesses, and strategies.
  • Differentiate your offering by highlighting unique features and benefits that stand out against competitors.

Common questions to ask:

  • Is there any strong support within your organization for a competing solution?
  • Are you considering a do-it-yourself approach or other solutions besides ours?
  • How does our solution compare to the other ones you’re currently considering?

And that’s it!

You now know the ins and outs of the MEDDPICC sales qualification method.

However, it’s often easy to confuse it with other methods. 

So, let’s demystify the variations of three famous sales methodologies:

What Is the Difference Between MEDDIC, MEDDICC, and MEDDPICC?

MEDDIC, MEDDICC, and MEDDPICC represent an evolution in sales methodologies, each adding layers to address more complex sales scenarios:


  • The MEDDIC sales methodology is the original framework that was developed in the 1990s for enterprise sales. It stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion.
  • The MEDDIC methodology was developed by Dick Dunkel and Jack Napoli, and was popularized by Dick Dunkel and John McMahon.
  • The MEDDIC sales process is centered around understanding customer needs and the key decision-makers involved.
  • The MEDDIC framework serves as an easy-to-follow checklist — making it highly accessible and fairly straightforward to implement.


  • Builds on the MEDDIC sales process by adding “Competition” to the acronym.
  • The MEDDICC sales qualification method highlights the need to understand and strategize against competitors. This means unlike the MEDDIC framework, MEDDICC is more suitable for competitive sales environments.


  • This is the most comprehensive version, adding “Paper Process” to MEDDICC.
  • This element emphasizes the importance of navigating the administrative and legal aspects of closing deals, which is crucial in complex sales environments where contract and compliance management are essential.

You can learn more about the MEDDIC sales methodology, MEDDICC, and MEDDPICC on the MEDDIC Academy website.

Now, here’s the big question:

Why Is MEDDPICC Popular?

Here are the reasons behind the widespread adoption of the MEDDPIC sales qualification methodology:

  1. Prospect Qualification
  2. Customer Needs Alignment
  3. Sales Cycle Efficiency
  4. Sales Forecasting Accuracy
  5. Complex Sales Adaptability
  6. Competitive Strategy

1. Better Prospect Qualification

The MEDDPICC sales methodology helps you identify and focus on leads that have a higher likelihood of successful conversion. That’s because it encompasses all the critical elements of the sales process, from identifying decision-makers to incorporating the legal aspects of deal closure and assessing the competitive landscape.

2. Customer Needs Alignment

The methodology ensures solutions are closely tailored to the unique challenges and goals of each customer, enhancing the chances of sales success. It also facilitates building trust and long-term customer relationships.

3. Sales Cycle Efficiency

By implementing MEDDPICC, your sales team can better navigate the stages from initial engagement with a lead to the final deal closure. 

This is achieved through a detailed analysis of each step in the customer’s decision-making journey, including identifying key decision-makers (the Economic Buyer aspect), understanding the criteria and processes involved in making decisions (Decision Criteria and Decision Process), and efficiently managing the paperwork and administrative steps (Paper Process).

4. Sales Forecasting Accuracy

This sales methodology provides data-driven insights for more precise sale predictions. 

By closely analyzing metrics and decision-making criteria, MEDDPICC allows sales teams to make more accurate forecasts regarding potential sales outcomes — allowing for targeted sales strategies.

5. Complex Sales Adaptability

MEDDPICC is effective in any sales environment, but especially in complex B2B and enterprise sales environments with multiple decision-makers and an intricate buying process.

Why is it effective in complex sales environments?

The structured approach of MEDDPICC, with its detailed focus on each aspect of the sales cycle — from identifying key metrics to navigating paper processes — makes it ideal for navigating the complexities of large-scale sales.

6. Competitive Strategy

This sales methodology includes a direct focus on competition, helping in strategically positioning products or services in the market.

By analyzing the strengths and weaknesses of competitors, MEDDPICC allows sales teams to develop strategies that highlight the unique advantages of their offerings. This approach also ensures that sales pitches and strategies are fine-tuned to address the competitive landscape.

So, how do you seamlessly incorporate the MEDDPICC methodology into your sales strategies?

How to Integrate MEDDPICC Into Your Existing Sales Processes

Here are the practical strategies for implementing MEDDPICC to enhance sales effectiveness and drive better results:

1. Evaluate and Revise Your Existing Sales Strategy

Conduct a comprehensive review of your current sales methods to identify areas for MEDDPICC integration. Focus on adapting and refining your sales techniques to align with MEDDPICC’s structure and goals.

2. Educate Your Team on MEDDPICC Principles

Develop and implement a targeted MEDDPICC sales training program covering each element of MEDDPICC. 

On the MEDDPICC sales training program, ensure practical application through role-play, case studies, and regular follow-up sessions.

And when you integrate MEDDPICC into your sales processes, make sure to use the right tools:

3. Integrate MEDDPICC With the Right CRM and Sales Tools

Modify your CRM and other sales tools to align with the MEDDPICC methodology. This could involve adding new fields, creating custom reports, or integrating new tracking metrics. 

Scratchpad can be a key tool in your journey towards mastering the MEDDPICC sales qualification methodology. 

Why Scratchpad?

Scratchpad helps sales teams work together and faster in Salesforce. It streamlines pipeline management, deal inspection, coaching, and forecasting for a more efficient sales process.

These are the key features that make Scratchpad stand out:

  1. Advanced Grid Views
  2. Task Management
  3. Scratchpad Notes
  4. Workflow Tiles
  5. Team and Deal Collaboration
  6. Deal Spotlights
  7. Rollups
  8. Waterfall Analytics
  9. Sales Trends Analytics and Daily Snapshots
  10. No-code Automations for Instant Salesforce Updates
  11. Call Recorder With AI-Assisted Call Notes
  12. Slack Automations Library
  13. Enablement Cards
  14. Process Compliance and Salesforce Hygiene
  15. Deal Inspection for Risk Management
  16. Scratchpad Command

1. Advanced Grid Views

Scratchpad’s Advanced Grid Views offer a quick and efficient method for updating any field or object in Salesforce. This eliminates the need to toggle between tabs, endure slow page loads, or remember to hit save. 

Additionally, it provides the sales manager, sales leader, or any sales person with a convenient overview of all team deals in a single view, along with the option to delve deeper into particular opportunities for a closer look.

2. Task Management

Scratchpad Tasks provides a unified platform for both reps and managers to track, schedule, arrange, and delegate tasks that are essential for progressing deals through the sales pipeline.

3. Scratchpad Notes

Scratchpad offers the fastest solution for creating, updating, sharing, and synchronizing sales notes with Salesforce, enhancing efficiency and collaboration in sales management.

4. Workflow Tiles

Scratchpad's Workflow Tiles facilitate streamlined access to Salesforce fields and data through customizable shortcuts, simplifying workflows for AEs, Managers, and RevOps staff. 

These tiles also enhance collaboration, especially when AEs coordinate with SDRs or SEs on particular deals, or when transitioning a closed-won sales opportunity to an Account Manager, ensuring everyone is consistently informed.

5. Team and Deal Collaboration

Scratchpad enhances sales performance by fostering better collaboration within teams. This facilitates improved account planning, smoother handoffs, more effective deal inspections, and streamlined one-on-one interactions between reps and managers.

6. Deal Spotlights

Scratchpad’s Deal Spotlights proactively highlight warnings and gaps in your open sales pipeline. This empowers you, as a sales person, to recognize and resolve issues and make essential updates on your own (often before these problems are pointed out by your sales manager, sales leader, or the operations team).

7. Rollups

Scratchpad streamlines the rollup process, removing the necessity of using spreadsheets for deal tracking. Scratchpad's Rollups enable you to monitor the progression of each deal at different stages, offering valuable insights into the history and specific reasons for certain changes.

8. Waterfall Analytics

Scratchpad's Waterfall Analytics provides an easy-to-understand analysis of changes in your sales forecast and the factors driving these changes. This guarantees a precise and consistently updated sales forecast that’s always in sync with your existing pipeline.

9. Sales Trends Analytics and Daily Snapshots

Scratchpad’s Sales Trends Analytics enables you to identify patterns in the evolution of your sales forecast over time. This feature allows for a comparison of current sales data with historical data from past months, quarters, or years. Included in Trends Analytics are Daily Snapshots, offering a detailed historical record of day-to-day changes in the sales pipeline.

10. No-Code Automations for Instant Salesforce Updates

Boost your revenue operations with Scratchpad's no-code automations, simplifying Salesforce updates and uncovering hidden gaps in your pipeline. This system features essential alerts for missing MEDDIC fields and integrates with sales process management, using Slack notifications to track sale progress, highlight incomplete tasks, and ensure proactive sales management.

11. Call Recorder With AI-Assisted Call Notes

Scratchpad Call Intelligence offers an advanced Call Recorder with AI-assisted notes, streamlining your call documentation process. This system automatically generates transcripts and summaries of calls using AI, providing exceptional insight into customer interactions through modern call recording techniques.

12. Slack Automations Library

Scratchpad’s Slack Automations and Sales Inbox streamlines sales team operations with a range of Slack alerts and automations, including notifications for updates, celebratory alerts for closed-won opportunities, and reminders for key sales dates. This tool keeps teams aligned with sales methodologies, offers real-time deal updates, and alerts managers to significant pipeline changes, ensuring timely and effective sales management.

13. Enablement Cards

Scratchpad’s Enablement Cards enhance sales efficiency by incorporating key enablement materials, like battle cards and pricing information, directly into reps' workflows. This integration provides instant access to playbooks and competitive intelligence within Scratchpad — eliminating the need to switch between different systems. The cards, featuring smart playbooks and real-time keyword triggers, improve customer interactions, and the integration with the Guru library further elevates sales calls with up-to-date content.

14. Process Compliance and Salesforce Hygiene

Scratchpad streamlines Salesforce hygiene and compliance in just 15 minutes, helping RevOps foster correct sales rep behaviors and reduce admin tasks with automated deal alerts and tailored views. It enhances sales rep performance with no-code, customizable processes and real-time Slack notifications, and integrates essential sales tools like playbooks and battle cards into the pipeline management system.

15. Deal Inspection for Risk Management

Scratchpad Deal Inspection offers executives and sales leaders a quick and efficient way to thoroughly inspect deals, identify risks, and achieve detailed visibility. Its user-friendly interface, integrated seamlessly with Salesforce, allows for rapid, in-depth analysis of deal changes, stakeholder engagement, and sales process adherence with just a few clicks.

Let’s explore the key Deal Inspection features:

  • Scratchpad Change Highlights for Pipeline Management: Scratchpad Change Highlighting revitalizes your Salesforce pipeline by enabling you to view and scrutinize both positive and negative changes in every deal. This feature brings clarity to your sales pipeline management, allowing you to understand the reasons behind close date shifts, value fluctuations in deals, and stage transitions in opportunities. It provides a dynamic visualization of changes in your team's deals, enhancing your ability to track and respond to pipeline developments effectively.
  • Change History for In-Depth Deal Analysis: Scratchpad Change History offers a comprehensive audit history for each deal, consolidating all activities, updates, and changes into one accessible location. This feature enables a granular examination of risks, tracking deal progress, and identifying stalled deals.
  • Deal Spotlights for Condition-Based Tracking: Scratchpad's Deal Spotlights feature employs Conditional Highlighting to enable easy tracking of deals based on specific conditions. This tool swiftly identifies various critical aspects of opportunities in your pipeline, such as deals that haven’t progressed through stages, those requiring urgent prioritization, late-stage opportunities lacking recent updates, or deals with committed statuses but expired close dates. This focused approach helps in understanding and managing the granular details of every sales opportunity effectively.

16. Scratchpad Command

Scratchpad Command enables reps, managers, and sales leaders to access and update Salesforce workflows and create records from within their favorite web apps or directly in Salesforce. By using simple keyboard shortcuts (CMD+J on Mac or CTRL+J on a Windows device), users can effortlessly search and create opportunities, accounts, contacts, or leads with just one click.

Streamline the MEDDPICC Process With Scratchpad Today!

MEDDPICC offers a structured and insightful approach to navigating through intricate sales landscapes. By breaking down the sales process into eight components, it empowers sales professionals to deeply understand customer needs, align solutions effectively, and build lasting relationships.

And if you integrate MEDDPICC with the right sales tool like Scratchpad, you should see a marked improvement in your sales efficiency and effectiveness.

So, try Scratchpad for free today and discover how its powerful features can help you implement MEDDPICC and drive your sales to greater heights.


MEDDPICC® is a federally registered trademark of Darius Lahoutifard, exclusively licensed by MEDDIC Academy.