Getting the Most Out of MEDDPICC: Lane Four’s Approach to Operationalizing this Powerful Framework

We know that the sales landscape is very dynamic and can move fairly quickly. This is why staying ahead of the competition requires a strategic approach. One such approach that has gained significant traction is the MEDDPICC sales qualification framework. 

The acronym itself has transformed a bit since first being introduce in the late ‘90s and other companies may use a different variation for specific reasons. However, whether using MEDDIC, MEDDPICC, or a variant that incorporates aspects of D, I, and C, the essential principle remains: it’s an advanced sales approach specifically designed to improve sales teams’ ability in qualifying and closing deal. So, it outlines items that are part of the buying process into different sections. Is that all? It looks simple in nature, but it takes more than just knowing the terms and definitions to understand how powerful this tool can actually be.

This methodology, encompassing Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify/Indicate/Implicate Pain, Champion, and Competition, is intended to empower sales professionals with a comprehensive toolkit to navigate complex B2B sales cycles. We don’t just want to explore not the mechanics of the framework, but the help you squeeze the most value out of each step. After all, what good is a tool if you don’t know how to wield it effectively? It’s about more than just checkboxes and processes; it’s about tapping into the core of your prospect’s challenges.


It’s also helpful to note that the sales team is not the only team that should understand this framework. When addressing revenue activities, creatively utilizing MEDDPICC can also generate transparency throughout the entire organization and ultimately, have the whole team gain a better understanding of: 1. Our current and future customers, and 2. the business as a whole. So what does MEDDPICC really help with?

In this article, we’ll delve into the key benefits of the MEDDPICC framework and shed light on how Lane Four started to leverage and track this methodology within our own projects.

Precision in Qualification

One of the standout advantages of the MEDDPICC framework lies in its ability to bring precision to the sales qualification process. By addressing each crucial aspect—Metrics, Economic Buyer, Decision Criteria, Decision Process, Implicate Pain, Champion, and Competition—sales teams can thoroughly assess the viability of a potential deal. This meticulous qualification also ensures that valuable resources are directed towards opportunities with the highest likelihood of success.

Within the MEDDPICC framework, the “Paper Process” stands as a pivotal but often disregarded element, with some sales professionals incorporating it while others don’t think it’s as important. Yet, neglecting the Paper Process can be a primary contributor to forecasted deals slipping through the cracks. This step entails not just mapping out the anticipated steps in the deal but also proactively considers potential pitfalls and challenges that could affect the timeline. Those who recognize the importance of the Paper Process gain a valuable advantage by being proactive in their approach, anticipating unforeseen circumstances, and having a keen insight into what might go wrong. By acknowledging the potential obstacles early on, sales professionals can navigate them more effectively, ensuring a smoother path to deal closure and minimizing the risk of unexpected delays in the sales cycle.

Holistic Understanding of Customer Needs

MEDDPICC encourages sales professionals to go beyond the surface and gain a deep understanding of the customer and their organization. Metrics and Decision Criteria prompt exploration into the specific needs and challenges the client faces, while Identifying, Indicating, and Implicating Pain allows for a nuanced understanding of the pain points that actually need addressing. 

Quantifying the health of a deal helps to better align the priorities of sales pros. What to talk about in discussions, who to bring in for support, what resources to share, can all be determined by having metrics. If the salesperson hasn’t gathered enough metrics from the prospect just yet, by analyzing success metrics from current customers, we gain valuable insights to tailor solutions that precisely fit the needs of prospects. Metrics serve as a guiding roadmap, informing a strategic approach and increasing the chances of a successful partnership.

Taking it a step further, the “Identify/Indicating/Implicating Pain” component of MEDDPICC transcends past the mere identification of customer pain points; it delves deeper into understanding the ramifications and costs associated with these challenges. Identifying the pain point itself is just the beginning. Elite sellers quantify the pain, and indicate the tangible costs to the customer, be it in terms of lost revenue or operational inefficiencies. Furthermore, implicating the pain aims to shift the mindset of the customer by having them truly understand the gravity of the situation. It’s a strategic dance where the seller ensures that the Economic Buyer not only comprehends the pain but truly feels its impact. This approach follows Andy Whyte’s logic that states,

“If there is no pain then there is no problem and if there is no problem, then there is no urgency and if there is no urgency then there will be no Executive Sponsor and if there is no Executive Sponsor, then there is no budget, and if there is no budget then there is no deal, and if there is no deal… What are you doing here?”

This holistic approach fosters meaningful conversations that resonate with the customer, building trust and positioning the sales person as a valuable partner in their success.

Strategic Engagement with Key Stakeholders

Successful sales often hinges on identifying and engaging with key decision-makers (KDMs). The Economic Buyer and Champion, integral components of MEDDPICC, guide sales teams in pinpointing individuals who wield influence and hold the purse strings. Building relationships with these stakeholders is crucial for securing buy-in and moving the deal forward. Decision Process further aids in navigating the intricate web of organizational decision-making, ensuring a strategic and informed approach. 

Decisions can hinge on factors such as resourcing—Can we provide them with the solution they actually need?—, economic—Can they afford the solution?—, and relationship—Does our roadmap align with the customer’s operational preferences?.

Consideration revolves around assessing whether your company has the resources and capacity to provide the right solution to the customer. At Lane Four, we use a PSA tool to operationalize project planning and management, leveraging insights into our team’s skills, current project timelines, and capacity. This approach ensures optimal alignment and support for future deals.

Navigating the intricacies of B2B sales demands a nuanced understanding of your audience. Consider the diversity within the roles and personas you engage with during the sales process. While your champion may hold a Director position, their communication style, level of expertise, needs, and preferences might differ significantly from that of the Economic Buyer (EB). A CRO or VP of RevOps, for instance, may employ a broader, business-centric language. Importantly, knowing their role, how to engage with them, and what they stand to gain from the deal can be a game changer. 

Acknowledge that this key individual directly impacts the timeline and scale of your deal. Effective sales hinge on aligning your pitch with the specific needs and perspectives of this influential figure, ensuring a tailored approach that maximizes your chances of a successful close. After all, you can’t sell to someone who won’t buy.

Strategic Engagement with Key Stakeholders

In a saturated market, understanding and effectively addressing competition is vital. Competition is any individual, initiative, or vendor that is competing for the same resources or budget that you are. The MEDDPICC framework dedicates a segment to analyze and strategize around competitors. Armed with insights into the strengths and weaknesses of the competition, sales people can tailor their pitches and proposals to showcase their unique value proposition, differentiating themselves in the eyes of the customer. Who has the stronger champion? Can they build the solution internally? Whose roadmap outlines the potential roadblocks ahead of time? Who has more resources to offer? 

Customizing MEDDPICC for your organization requires a tailored understanding of your unique situation, use cases, and deal structure. The crucial aspect lies in achieving specificity and translating MEDDPICC concepts into the specific context of your company.

How We’re Operationalizing MEDDPICC at Lane Four

At Lane Four, we recognize the potential of the MEDDPICC framework, and we have seamlessly integrated it into our projects. Our commitment to optimizing the sales process led us to develop custom-built packages that enhance the implementation of MEDDPICC, ensuring our clients derive maximum value. Crafted through collaboration among our internal team of developers, consultants, and sales leaders, this custom tool stands as a testament to how we’re continuously seeking avenues for optimizing and enhancing our processes; aiming to eventually share these advancements with our customers, supporting success within their own companies.

Our analytics dashboard is designed to provide real-time insights into each aspect of the MEDDPICC framework. This allows our sales team members to track and analyze metrics, assess the decision-making process, and monitor competition all in one centralized location. This also enables quick and informed decision-making, allowing for agile adjustments to sales strategies as the landscape evolves.

Since recently implementing this tool, how has it helped the team so far?

  • Score generation to better prioritize the deals of the team
  • Can create custom score that changes the weighting of each detail of the framework
  • Pick and choose what letters you want to use from MEDDPICC–other variations of the MEDIC/MEDDICC/MEDDPICC framework available
  • Scoring system to help reps identify the missing information in a deal–better focus to prevent deals from slipping through the cracks

Having a MEDDPICC process tool in Salesforce has been super helpful in keeping track of my deals and holding me accountable for gathering key information at every stage of my deal cycles. It’s enabled me to update my opportunities quickly and view key information at a glance. My favourite part of the tool is that it measures whether or not my opportunity is at risk and where I should redirect my focus when speaking with prospects!

In the dynamic world of B2B sales, the MEDDPICC framework stands out as a beacon of strategic clarity and precision. It guides sales people through the intricacies of complex deals, and when supported by custom-built packages designed to maximize its potential by presenting real-time visibility into the health and status of a deal-–such like the one we’ve built and are trying out at Lane Four—ensures a powerful combination for sales success.