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Think Big, Sell Bigger: The MEDDPICC Mindset in Scaling Your Deals
Cameron 4 min
Cameron 31 October 2023

Think Big, Sell Bigger: The MEDDPICC Mindset in Scaling Your Deals


Imagine a framework so powerful that it catapulted a tech company from obscurity to a billion-dollar valuation. No, this isn't a Silicon Valley fairy tale; it's the real-life impact of the MEDDPICC sales methodology on Parametric Technology (now known as PTC) in the 1990s. If you're still relying on gut instinct and charisma to close deals, it's time to adopt a strategy that's been proven to deliver a jaw-dropping 90% growth rate and make decisions based on data rather than dreams.

The MEDDIC methodology was developed in the 1990s by our very own Dick Dunkel at PTC. It has since evolved into various versions, including MEDDICC and MEDDPICC, but the core principles remain the same. This framework has been credited for driving PTC to a billion-dollar-plus in revenue. It quickly became a revolution in how sales are approached, especially in the B2B enterprise landscape where deals can be scaled in size and are often incredibly nuanced and complex.


Why The MEDDPICC Framework Helps You Win Bigger

MEDDPICC stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Implications of Pain, Champion, and Competition. This methodology is not just a set of steps but a comprehensive approach that addresses every facet of the B2B enterprise sales process.


Metrics: The Quantifiable Value

Metrics provide a concrete way to demonstrate the value of your product or service. In a world where 54% of sales professionals are struggling to close deals, metrics offer a way to cut through the noise and focus on what really matters: delivering value that can be measured and quantified.


Economic Buyer: The Authority

The Economic Buyer is often the most challenging person to reach in an organization, but they are also the most crucial. They hold the purse strings and have the final say on whether a deal goes through. In many cases, they are C-level executives or senior managers who have a broad view of the organization's needs and goals. Winning them goes beyond compelling them with your offering and is more about aligning your solution with their strategic objectives.


Decision Criteria: The Influencing Factors

The decision criteria are often multi-faceted and can include both tangible and intangible factors. For example, a company might consider the total cost of ownership (TCO), the scalability of the solution, and even the reputation of the vendor. Understanding these criteria requires deep research and a consultative approach to sales. You need to ask probing questions and listen carefully to the answers to tailor your pitch effectively.


Decision Process: The Roadmap

The decision process is often a complex, multi-step journey that involves various stakeholders. It can include formal presentations, RFPs (Request For Proposals), internal reviews, and even pilot projects. Understanding this process allows you to prepare for each stage and anticipate potential roadblocks. It also enables you to align your sales activities with the prospect's buying process, increasing the likelihood of a successful outcome.


Paper Process: The Admin Maze

The paper process is often overlooked but can be an underrated deal-breaker. It includes everything from legal reviews to procurement procedures. Large organizations often have stringent compliance requirements and failing to meet these can derail a deal. Therefore, it's crucial to engage early with the legal and procurement teams to understand their requirements and timelines.


Implications of Pain: The Urgency Factor

The pain can manifest in multiple ways, including high costs, low revenue, and slow production. Pain points are the triggers that initiate the buying process. They are the problems or challenges that the prospect is looking to solve. But it's not enough to identify these pain points; you need to understand their implications. What is the cost of doing nothing? How does this pain impact the prospect's customers, employees, or competitive positioning? Answering these questions allows you to elevate the conversation from a product pitch to a strategic discussion.


Champion: Your Inside Advocate

The Champion is your ally within the prospect organization. They are the ones who will use your product every day and can speak to its benefits. But they are also political players who understand the internal dynamics of their organization. They can guide you through the decision process, help you navigate the paper process, and even influence the Economic Buyer. Building a strong relationship with your Champion is often the key to closing a deal.


The MEDDPICC Mindset for Unprecedented Growth

Adopting MEDDPICC is about scaling your entire approach to selling. Stop capping your potential in deals by going in blind, not being able to see the full picture of success. Instead, start using the MEDDPICC framework as your painting brush to craft your perfect deal with your customer.

MEDDICC AE Elliott Boll found MEDDPICC as a transformative experience in his career, and is now someone who lives and breathes the methodology every day: 

“Before MEDDICC, I had no idea why I was winning or losing. Then, it became a checklist exercise, where after the fact I’d review where I was in the deal as it related to the different elements. The biggest difference? When it became a mindset or philosophy. That level of proactivity, rigor, and purposefulness changes the game for your customers and your sales performance alike.” 

Adopting MEDDPICC is about scaling your entire approach to selling. Stop capping your potential in deals by going in blind, not being able to see the full picture of success. Instead, start using the MEDDPICC framework as your painting brush to craft your perfect deal with your customer.





A: MEDDPICC encourages a deep understanding of your competition, allowing you to position your solution as the best choice. Knowing your strengths and weaknesses in comparison to competitors can give you a significant edge.



A: Absolutely, the framework is designed to be versatile and can be tailored to meet the unique needs and challenges of each prospect's organization. Whether you're dealing with a startup or a Fortune 500 company, MEDDPICC can be adapted to align with different organizational cultures and objectives.



A: MEDDPICC's holistic and adaptable approach makes it the go-to framework for sales professionals aiming for high-value, long-term client relationships. Its focus on metrics, economic buyers, and decision processes ensures a comprehensive strategy that leaves no stone unturned.



Cameron Dhaliwal serves as the Content Manager at MEDDICC, with a rich history in regional journalism, public relations at PokerStars, and digital marketing agencies. Specializing in content creation and strategy, Cameron's expertise spans media, technology, and sales enablement. His work at regional news outlets laid the foundation for his passion in Public Relations, which was further honed during his time at PokerStars. Now at MEDDICC, he leverages his diverse skill set to optimize sales and GTM content.

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