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12
December
2025
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In B2B sales, closing the deal used to be the ultimate goal. Sales teams drove towards signature, and once that was taken care of, they tossed the deal to the post-sales team and moved on. That transactional mindset worked when deals were simpler, buyer expectations were lower, and contracts rather than outcomes defined customer relationships. But the landscape has changed. Today, winning the deal is only the beginning.
Modern buyers are more informed, more demanding, and more accountable for the value their investments deliver. Not only that, but the number of new buyers entering the market is rapidly growing year over year. As we shift to a subscription-based economy, the chance of renewal lies in the success of your solution. Without proven, continuous impact, your customers are much less likely to continue on the journey with you, losing revenue for you and lasting value for them. Focus is shifting from closing deals to building partnerships.
Enter MEDDPICC, the common language that makes driving and measuring value across the entire customer lifecycle much easier. Each element gives teams pivotal insights on a deal (and account!) while it’s in progress, and long after the signature.
Continuity is the secret sauce of MEDDPICC. The Metrics that win the deal evolve over time, becoming value goals that Customer Success can work with your customers to achieve, serving as helpful benchmarks for upselling and expansion. By keeping an eye on Competition, you can prepare your Champion to advocate for your solution when other initiatives inevitably come back around by highlighting the gain they’ve seen with your solution. As you expand the deal into other stakeholders, you'll need to reassess who your Champion is. Continuous Champion qualification ensures that even if the original advocate for your solution moves on to another organization, you won’t be blindsided, because you’ll already have other engaged stakeholders to activate. The Economic Buyer can be re-engaged with measurable outcomes that reinforce renewal and expansion. Empowered by MEDDPICC, teams extend conversations rather than restart them (often too late).
This account-centric approach reshapes how teams think about success. Rather than a fractured relationship between sales and customer success due to messy handovers, you get real collaboration: shared goals, shared metrics, and shared wins. Everyone’s pulling in the same direction, focused on helping the customer succeed.
Winning the deal, then, isn’t the end of the story but the first chapter. When sales, success, and product teams stay aligned on what matters most to the customer, relationships grow stronger, renewals feel natural, and expansion happens organically. MEDDPICC helps make that possible by keeping everyone focused on value at every stage. In today’s market, that kind of consistency isn’t just nice to have; it’s what sets great companies apart.
