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21
November
2023
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MEDDIC has been around since 1996, which means great sellers have had decades to master it and spread it across organizations. But because it's open source — anyone can use it — no two people's understanding of it is quite the same.
What that translates to is that there are a lot of people out there who believe or claim that they “know MEDDIC”. But what does that mean?
Does it mean:
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They heard about it in the ‘90s and haven’t changed how they use it since?
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They read a blog about it, so they think they have a decent grasp of it?
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They learned about it, but have never actually used it?
Not all MEDDIC is equal. In a crowded space with a lot of voices, it can be hard to know who to listen to. As MEDDIC's profile grows, so does the number of people jumping on the bandwagon. More people talking about MEDDIC is a good thing, and when the ecosystem grows, everyone benefits. But when people name-drop MEDDIC for LinkedIn engagement, the information is often inaccurate and coming from an unreliable source.
At MEDDICC, we know what great looks like. We've seen first-hand the difference between teams that take the time to truly understand every aspect of MEDDIC (or MEDDPICC) and make it a common language across the organization, versus those who only dip into it occasionally, like qualifying out of a deal because they think they don't have a Champion.
Recognizing that not all MEDDIC is equal matters for two reasons: it helps you evaluate where to get your information, and it's worth asking yourself honestly whether you know MEDDIC as well as you think you do.
So what's the real harm in someone posting on LinkedIn claiming expertise they don't have? More than it might seem. When someone misunderstands MEDDIC but teaches it anyway, the people they reach won't see the benefits either. That ripple effect is part of why some people end up calling MEDDIC outdated or unsuitable for modern sales, a conclusion that's simply wrong but one that stems directly from poor application.
When someone misrepresents MEDDIC, they drag the whole ecosystem down. They put off people who could genuinely benefit from it, and they undermine the progress others have worked to make.
A clear understanding and thorough application of MEDDIC can transform individuals and entire organizations. That's why it matters to call out bad practice when we see it and make sure the methodology is being used in a way that actually works.
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