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19
March
2025
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MEDDIC was originally created inside of PTC in 1996 by Dick Dunkel who was working under the leadership of PTC SVP John McMahon and in collaboration with teammate Jack Napoli. PTC is well-renowned as one of the most successful software companies of all time, and much of the credit is given to their sales team who took PTC from $0-10b in 10 years – but it wasn’t always smooth sailing.
When their sales team was about 300 strong, attrition became a serious issue. The organization couldn’t hire salespeople as quickly as they were losing them. Something needed to change, and that’s what Dick and Jack were brought in to do.
They studied the sales team’s opportunities, past and present, looking to ascertain:
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Why did PTC win deals?
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Why did PTC lose deals?
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Why did deals slip at PTC?
They figured out that for every time without fail, they could attribute a deal’s success or failure to six specific areas, which were labelled: Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion. This would, of course, therefore be known by the acronym MEDDIC.
PTC's relentless focus on qualification and its development of the MEDDIC methodology spawned thousands of MEDDIC proficient salespeople into the wider workforce. Today, if you look at some of the world's most successful sales leaders, you can trace their sales ancestry back to PTC.
MEDDIC has transformed a lot in the nearly thirty years since its inception - especially with the addition of a second C for Competition, and a P for Paper Process, making MEDDPICC (our preferred variation here at MEDDICC). As the landscape of our industry shifts, so does MEDDIC, making it still the best methodology for complex deals.
