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11
September
2025
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While many people treat MEDDICC like it’s just a qualification framework, embedding it as a common language across the full customer lifecycle opens to door to so many benefits.
For example, using MEDDICC for Pipeline Generation. MEDDICC ties to the three tenets of selling (value, stakeholders, and process) even at the early stages of the customer lifecycle, where SDR/BDR teams mainly operate.
Let’s say you’re an SDR, considering reaching out to your Ideal Customer Persona. MEDDICC is the perfect language to tell you very clearly what pain you solve for such a customer, and all the value that they stand to gain.
Regarding stakeholders: while an SDR might not be able to identify a Champion or Economic Buyer so early, using those typical personas can help them figure out who is best to reach out to.
Similarly, while process is less important to SDRs, understanding the process is still useful, as even during PG, the next steps need to be identified.
“But an SDR probably won’t use all of that information!” you cry. This is likely true. However, having all of this knowledge provides the background for a really thorough POV the SDR can come from.
It’s like MEDDIC is the back-end code, and the way an SDR approaches a customer is the front-end. While all the prospect sees is the front-end, the back-end is what makes it possible.
Additionally, using MEDDICC for pipeline generation creates a better customer experience overall. Once a meeting has been booked, having a thorough understanding of the MEDDIC-relevant information will allow for a much better handover and cohesion for the AE.
Let’s also not forget that SDRs are the AEs of tomorrow. The earlier they can learn and benefit from MEDDPICC language, the more easily they will be able to hit the ground running when they step up as AEs.
In summary, using MEDDICC for pipeline generation:
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Creates a better customer experience
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Improves win rates and conversion rates, booking more quality meetings for AEs
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Infuses career development
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