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10
July
2025
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When you try to put MEDDIC in a box, you only limit yourself. There is a cohort of people who seem to dedicate time to insisting that MEDDIC is only good for one thing, or definitely not useful for this other thing.
“It’s only a qualification framework.”
“It isn’t a process.”
“It’s just an X-ray tool to tell you where the broken bones are in your deal, nothing more.”
Of course, people who use MEDDIC for these things aren’t wrong, but they are using it through a very narrow lens.
It’s like someone using a smartphone only for calls, and then insisting to everyone they meet that it can’t do anything else. Never mind that the people they meet are using it to take pictures, to book taxis, to meet new people.
We approach MEDDIC as a common language for the whole GTM team, incorporating the three imperatives of customer engagement: the value your solution provides, the stakeholders who are concerned, and the process involved.
When you use MEDDPICC that way, instead of as a reactive qualification framework or x-ray tool, you can get so much more from it. Being proactive with MEDDPICC means that instead of using it to figure out what bones are broken, you preemptively do what you can to stop the breakage altogether.
There is a big difference between reactive qualification and a common language throughout the customer lifecycle. Ultimately, you can use MEDDIC however you like, but please, stop telling everyone else what they can or cannot use it for.
