Getting Started with MEDDICC - From Qualification Framework to Commercial Mindset

Ask ten salespeople what MEDDICC is, and you’ll get twelve answers.


Some will call it a qualification framework.
Others defines it as a sales methodology.
And other treat it like a full-blown commercial religion.

The truth is - all three are right.

But that’s also what makes it overwhelming to start with.
Where do you begin?
How do you move from “we want to use MEDDICC” to “we’re actually using it to win”?

At Fraymwerk, we help B2B and B2G sales teams operationalise MEDDICC. Not as a checklist, but as a lens through which to see and run your deals.

Here’s how to get started - and level up.

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1. Start Simple: MEDDICC as a Qualification Framework

MEDDICC at its core is about clarity. It helps you separate pipeline hope from pipeline truth.

The seven components give you a clear lens to understand what’s really driving progress in your deals — and what’s holding them back.

• Metrics — What measurable impact will your solution create?

• Economic Buyer — Who controls the budget and makes the decision?

• Decision Criteria — What factors define a “good choice” for the buyer?

• Decision Process — What steps lead from interest to signature?

• Identify Pain — What real problem are you solving, and what’s the cost of not fixing it?

• Champion — Who sells your solution internally when you’re not in the room?

• Competition — Who or what else are they considering - including doing nothing?

You don’t need all seven nailed down from the start - almost no deal begins that way - but trained MEDDICC practitioners know which ones are still unknown in a deal and use the MEDDICC to define where their gaps are.

That’s what separates progress from hope.

How to start:

• Make MEDDICC your team’s deal audit lens.

• Once a week, review one deal per rep using these seven questions.

• If key parts are blank, that’s your coaching roadmap for the week.

Don’t make it a form yet. Make it a habit.

See also: Your Pipeline Isn’t Broken - Your Linear Sales Process Is

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2. Move Beyond Knowing: MEDDICC as a Sales Methodology

Once your team starts using MEDDICC in reviews, the next step is to let it influence how they sell — not just how they report.

This is where MEDDICC shifts from being an acronym on a slide to becoming part of everyday sales behaviour.

Here’s what that often looks like in practice:

Discovery: Conversations go deeper. Reps explore metrics and pain earlier, connecting the problem to measurable business impact. Questions shift from timelines to consequences: “What happens if this isn’t solved?”

Proposal: Offers become sharper because they map directly to the buyer’s decision criteria. Instead of listing features, sellers frame outcomes in the same language the buyer uses to make decisions.

Champion validation: Sellers test influence, not just enthusiasm. They learn to ask, “How will you present this internally?” and adjust their approach based on what they hear.

Forecasting: Managers start using MEDDICC completeness as a measure of deal health. Instead of percentages, they discuss confidence based on evidence — what’s known, what’s missing, and what needs validation.

When this shift happens, MEDDICC becomes more than a framework. It becomes a shared logic that helps teams stay aligned, grounded, and in control of complex deals.

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3. Operationalise It: Make MEDDICC Run Through the Business

Once your sales team speaks the language, the next step is to make it run through the business.

This isn’t about rolling out MEDDICC company-wide. It’s about wiring it into the systems and rituals your commercial team already lives by.

Here’s what that looks like in practice:

• CRM Integration: MEDDICC fields live in your deal record and not a side spreadsheet. Reps update metrics, buyer roles, and decision steps as part of their normal workflow. Managers filter, coach, and forecast directly from that data.

• Deal Reviews: Every pipeline review uses the same structure: “What’s the metric? Who’s the buyer? What’s missing?” This creates rhythm, not chaos and forces clarity over opinions.

• Forecasting: Confidence comes from completeness. No metrics? 20%. No economic buyer? 40%.
  Champion validated and quantified impact? Now you’re at 80%.

• Coaching: One-on-ones become faster and sharper: “How’s it going?” turns into “What’s missing to move this deal forward?”

• Customer Success: Handover includes the full MEDDICC view - pain, metrics, and champion.
  CS knows exactly what was promised and why it mattered, enabling smoother onboarding and expansion.

That’s operationalisation — making MEDDICC visible, measurable, and non-negotiable.

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4. Common Pitfalls and How to Avoid Them

Even great teams can wreck a MEDDICC rollout by overcomplicating it or losing focus.

Here’s what we see most often — and how to fix it:

From Insight to Action

Start small. Build rhythm. Then expand.

Fraymwerk helps B2B and B2G sales organisations embed MEDDICC into their commercial engine — as a practical system for deal control, forecasting, and team alignment.

We help leaders and teams:

• Integrate MEDDICC into CRM and pipeline workflows

• Train teams to think in MEDDICC, not just fill it out

• Build measurable, repeatable deal reviews that drive accuracy and win rate

Book is today for a call, and meanwhile check out Masters of MEDDICC Podcast with Andy Whyte. The definitive guide to implementing MEDDICC as a scalable sales system, not just a checklist.