A MEDDIC Qualification Template You Can Use on Your Next Deal

Copy this outline into your CRM deal record or a shared doc. For each letter, write the answer and where you learned it:

1. Metrics. What number does the buyer want to move, by how much, and by when? Evidence: a figure in the buyer's own words, ideally from a document or email. Red flag: "they want to be more efficient."
2. Economic buyer. Who can approve the spend without asking anyone else? Evidence: a name and title, plus proof you've spoken to or been introduced to them. Red flag: the person you're talking to "will take it upstairs."
3. Decision criteria. What must the chosen solution do, and how will they compare options? Evidence: the list of criteria, in order of importance. Red flag: criteria the buyer wrote after seeing a competitor.
4. Decision process. What are the steps from now to signature, who's involved and when does each happen? Evidence: dated steps. Red flag: "we'll decide when we're ready."
5. Identify pain. What problem is costing them money or time now, and who feels it? Evidence: a cost or consequence the buyer confirms. Red flag: pain only your rep describes.
6. Champion. Who inside wants you to win, has influence and will act for you? Evidence: they've done something for you, such as arranging a meeting or sharing internal information. Red flag: a friendly contact with no power.

A template only helps if you check the answers. Try this weekly ritual in pipeline review:

• Open each deal and read the six fields aloud with the source next to each.
• Mark a field green if you have written evidence, yellow if the rep believes it but has no proof and red if you don't know.
• Any deal with a red field on Economic buyer or Decision process shouldn't be forecast at a late stage.
• Assign one next action per red or yellow field, with an owner and a date.

Say your rep has a green Champion, a yellow Metrics field and nothing at all on the Economic buyer. The next action isn't "send a proposal." It's "ask the champion to introduce us to the person who signs, this week."

Turn the template into stage exit criteria so it isn't optional. A simple pattern:

• Discovery to qualified: Identify pain and Metrics are filled, with the buyer's own words.
• Qualified to evaluation: Economic buyer is named and Decision criteria are documented.
• Evaluation to proposal: Decision process is dated and a Champion is confirmed.
• Proposal to negotiation: Every field is green or has a written reason it isn't.

The average B2B new-logo win rate is 19 percent¹, so most new-logo opportunities you open won't close. The template's job is to help you find those early, before a rep spends six weeks on a deal with no buyer attached. If you're unsure whether MEDDIC is the right framework at all, MEDDIC vs Challenger vs SPIN compares the three.

Here's a made-up example for a company selling scheduling software to a home-services business:

• Metrics: Cut missed appointments from 12 a week to fewer than 4, per the operations manager's email.
• Economic buyer: The owner, who approves any spend above the monthly software budget. Not yet met.
• Decision criteria: Works on mobile for technicians, syncs with accounting, costs less than the current administrator's hours.
• Decision process: Trial next week, owner review after, sign by month-end.
• Identify pain: Missed jobs mean lost revenue and re-scheduling costs.
• Champion: The operations manager, who set up the trial and shared the current process.

The gap is obvious: the owner hasn't been met. The rep's next step is to request a 20-minute call with the owner before the trial ends, framed around the missed-appointment number.

Watch for these:

• Filling fields to satisfy the CRM. If reps write "TBD" or copy notes without evidence, the template becomes paperwork.
• Treating any contact as a Champion. A champion has influence and takes action for you. Enthusiasm alone isn't enough.
• Confusing decision criteria with feature requests. Record how the buyer will decide, not everything they'd like.
• Never updating. Review fields whenever a call changes what you know.

A revenue-intelligence tool like Gong can help check answers against recorded calls, so a manager can confirm what the buyer actually said. That's most useful once you have several reps and can't listen to every deal yourself. Teams whose deals stall in legal or procurement often extend the checklist with two more letters, Paper process and Competition, which is the MEDDPICC variant.