Discovery

The big gap in MEDDPICC – all the different people you need

15/09/25, 00:00

Who is it for?

Founders, CEOs, CROs, and sales leaders at B2B SaaS companies running discovery and qualification calls.

When to use?

When discovery calls feel productive but deals don’t progress, and qualification signals are unclear.

I am a strong advocate of the MEDDPICC framework for deal qualification, but I've noticed a crucial gap when it comes to engaging with various individuals involved in the process.

MEDDPICC focuses on the Champion and Economic Buyer. They are both critical.

➡️ Many deals have a significant number of different individuals we have to engage with.

➡️ Even if we don’t have to engage certain individuals, the value of multithreading is immeasurable.

For a very large enterprise deal, we undoubtedly need 8-12 contacts. For a substantial midmarket deal, it’s probably 3-6. You need to define who they are. What are the roles you typically need to engage with?

To be fair to MEDDPICC, this is more part of the sales process than the qualification framework, but it is an important part of qualification: do you have access to all the right people?

Seizing opportunities as they arise is key:

➕ Take the chance to learn about new participants on calls and build relationships.

➕ Use discretion when choosing who to engage with in large group settings, focusing on those likely to have the most impact.

➕ Ensure follow-ups provide value to the recipients, tailored to their needs and interests.

You never know who will be relevant to the deal, who will have good inside knowledge, who might have been a detractor, but due to your engagement is more positive.

Crucially, the more complex a deal, the more useful it is to gain more information from more people to give you a better picture of your progress.