What Is MEDDPICC in Sales? Framework + Steps to Qualify More Leads

In B2B sales, accurately qualifying leads is the difference between a stalled pipeline and consistent revenue. That’s why many high-performing sales teams turn to the MEDDPICC framework — a detailed, data-driven sales methodology that pursues the right deals with the right prospects.

MEDDPICC builds on the foundation of MEDDIC and adds crucial context for navigating longer, more complex sales cycles. It helps sales professionals better align with the buyer's needs and guide them through the decision-making process more effectively. 

Here’s a guide to using MEDDPICC for your sales process. Plus, learn how Otter’s AI meeting agent supports you along the way by automatically taking notes and encouraging action.

What is MEDDPICC? Understanding the framework

MEDDPICC — an evolution of the MEDDIC or MEDDICC framework — is an advanced sales qualification method. Each letter in the acronym stands for a critical qualification area:

• Metrics
• Economic Buyer
• Decision Criteria
• Decision Process
• Paper Process
• Identify Pain
• Champion
• Competition

MEDDPICC introduces two additional components (Paper Process and Competition) that provide deeper insight into later-stage deal mechanics. These additions are especially helpful in enterprise sales environments, where navigating procurement and standing out in a competitive field are key to closing the deal.

Let’s break down each element and how it fits into the sales process:

Metrics

Metrics are the measurable results your solution can deliver, whether it’s time saved, cost reduced, or revenue increased. Good metrics build a business case and show your product's ROI.

Ask: What KPIs does the buyer care about? Can you quantify the business impact?

With Otter, you can highlight these insights automatically in your meeting summary. Just ask, “What metrics were discussed?” and Otter’s AI Chat will bring up the key data points.

Economic Buyer

The Economic Buyer is the person who has the power to approve the purchase. They often hold budget authority and strategic influence.

Ask: Who ultimately signs off on the deal? Have you spoken with them directly?

Otter helps you track when economic buyers are mentioned, even if they’re not in the meeting, so you know when it’s time to escalate.

Decision Criteria

In the MEDDPICC framework, Decision Criteria refers to the specific factors a buyer uses to evaluate potential solutions. These may include things like price, essential features, security protocols, or how easily the solution fits into current systems. Understanding a prospect’s decision criteria lets you align your product or service with their highest priorities, positioning it as the best possible fit.

Ask: What are the must-haves versus nice-to-haves?

Otter’s searchable transcripts and structured summaries make it easy to revisit these details without digging through hours of notes.

Decision Process

Take the time to learn how the purchase decision will be made, from internal approvals to legal and procurement. Knowing the prospect’s full process lets you proactively address every step required to move the deal forward.

Ask: What steps are required to get a final decision? Who else needs to be involved?

With Otter’s automatic summaries, you can track every step and stakeholder mentioned.

Paper Process

Paper Process refers to the administrative steps after verbal agreement, including procurement, redlining contracts, and legal review. The more you know about this step, the better you can plan while closing the deal.

Ask: What does the purchasing and legal review process look like?

Otter makes sure you don’t miss next steps or paperwork timelines. You can set reminders based on what was said in the meeting.

Identify Pain

Pain points are the core problems your solution helps solve. Without a clear pain, there’s no urgency to buy.

Ask: What’s broken? How is it affecting your business?

Otter captures and highlights pain points so you can tailor your follow-ups and proposals.

Champion

A Champion is someone inside the organization who believes in your solution and advocates for it internally. For sales professionals, identifying a Champion early can be the key to navigating the buying process more effectively and influencing internal stakeholders.

Ask: Who benefits most from this solution? Who’s excited about what we offer?

Otter helps you track internal support and identify when someone might be a potential Champion.

Competition

Sales reps should know what other companies the prospect is considering and what alternatives are on the table. With that knowledge in hand, they can position their solution apart from the crowd. 

Ask: What other options are you evaluating?

With Otter, you can review your transcript to see how the competition was mentioned and adjust your sales strategy and sales pitch accordingly.

4 benefits of using MEDDPICC

The MEDDPICC framework has several advantages — especially for B2B sales teams and sales professionals navigating high-stakes deals. Here’s what to know:

1. Better qualification of leads

By addressing all eight components, sales reps can quickly identify if a lead is worth pursuing. This leads to a more focused sales process and less time wasted on low-potential opportunities.

2. Increased sales efficiency

With Otter’s real-time transcription and sales meeting templates customized for MEDDPICC, teams spend less time taking notes and more time having meaningful conversations. After the call, reps can instantly access structured summaries aligned to the framework and tackle tasks faster.

3. Stronger pipeline forecasting

MEDDPICC gives managers a more consistent and objective way to evaluate pipeline health. When they know which components are still missing from a deal, they can coach reps accordingly.

4. Higher close rates

When you understand each buyer’s process, criteria, and pain points, pitches and proposals become more targeted. This leads to faster, more successful closes.

Implementing MEDDPICC: A step-by-step guide

Ready to make MEDDPICC part of your team’s standard sales methodology? Here’s a practical roadmap to get started:

1. Set up meetings with Otter

Start by selecting your meeting template with Otter Meeting Types. This automatically structures your discovery calls and follow-ups around the MEDDPICC framework, with summaries grouped by each qualification area.

2. Qualify your leads

Ask thoughtful, open-ended questions to uncover each MEDDPICC component and figure out what the prospect needs. This is also a great time to use Otter to take notes so you can focus on the conversation.

3. Understand your economic buyer

If the Economic Buyer isn’t on the call, make it a priority to book a meeting or ask your Champion to help you connect. Otherwise, you risk missing out on your path to the top.

4. Position your product or service as the best solution

Tailor your proposal to match the prospect’s Decision Criteria and pain points. Use specific Metrics that demonstrate ROI, speak to their internal goals, and align with the buyer’s goals and internal metrics. This streamlines your sales pitch and builds trust between you and the point of contact.

5. Get approval from other stakeholders

Map out the full Decision Process and Paper Process early to avoid roadblocks and get the permissions you need faster. Otter helps by capturing and summarizing action items and approval steps discussed in your meetings.

6. Understand the Paper Process

Clarify the procurement and legal steps before sending your proposal. This prevents late-stage surprises that can derail your deal.

7. Connect with a Champion

If you don’t already have a Champion, look for someone who has internal credibility and is motivated to advance your solution. Nurture that relationship and equip them with the information they need to advocate for you.

8. Close the deal

Once you address every component, it’s time to close the deal. Use Otter's follow-up summary and AI Chat to make sure you didn’t miss anything and your post-meeting outreach hits the mark.

Turn conversations into conversions with Otter

The MEDDPICC framework is one of the most powerful ways to qualify leads and shorten the sales cycle. But managing all those moving parts can get complicated. 

With Otter’s Meeting Types feature, your sales meetings are automatically transcribed, summarized, and organized by the MEDDPICC framework — no more flipping through notebooks or digging through call recordings. Otter can also highlight metrics, pain points, and next steps for your CRM and share tailored recaps with managers or champions to keep the deal moving. Pair that with the Otter Sales Agent, and you get an AI-powered teammate who will help track every detail. 

Your sales team talks. Otter listens. Start for free and watch your MEDDIC sales soar.