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MEDDIC, created in 1995 inside of product lifecycle technology company PTC, served the landscape of complex multi-stakeholder technology sales very well at that time. However, since then significant changes have occurred to enterprise software and MEDDIC no longer functions as an effective guide for modern-day selling practices. These include:
The advent of cloud computing has brought about two pivotal changes to enterprise sales which affect how it is conducted today compared with when MEDDIC was introduced; these are
The nineties was a time when buying technology for businesses was much simpler. Licenses were perpetual, meaning that once you bought them there would be no need to renew or update your license each year like how it is today with subscription licenses. The only recurring arrangement between the vendor and customer back then was in support which included updates but did not include any subscriptions whatsoever unlike today where customers are required to pay every month via their credit cards if they want continued access to the software’s features.
The complexity didn’t stop there! With a subscription, models came cloud hosting too, and with the evolution of technology came much more stringent requirements around data security and privacy. Meaning that the average tech vendor contract today contains all kinds of additional parts for Paper Processes necessary when MEDDIC was created.
The advent of the cloud has made technology platforms cheaper, easier to build than ever before. While in previous eras you would need an army of developers and a room full of servers, today all that’s required is for someone with basic knowledge about how to use AWS or other marketplaces like Upwork.
In the MEDDIC sales model, a skilled salesperson can develop a Coach into having power and influence. However, it isn’t generally within their ability to create Champion-like behavior in the customer. This is because there are so many longstanding factors that have more control over this than you do in your specific position as an inside seller. Therefore in answer to ‘In MEDDIC can Coaches become Champions? The answer is: Sometimes they will if they already have some level of power or influence with customers which would then allow them access to decision-makers who could sway opinions on whether someone should be made into Champion status for example
You might be surprised to find that your Contact is close with the executives at the top of their company’s hierarchy. This shows how influential and powerful they are, which means having a Connection like them will give you access to senior management. When discussing rules in their organization, do they see these as guidelines or something more rigid? Champions tend to be “doers” who often break a rule when it needs fixing because for them rules are meant only as suggestions anyway. Finally, does your contact seem open about sharing information with others? Or would this person rather keep things private between themselves and another party instead?
When a deal is closed, it’s important to maintain the relationship with your client and champion. This will help ensure the success of the project as well as provide an opportunity for upselling or renewals in case you need to approach this same customer again. You never know where someone might end up after working together–maybe they’ll be promoted into positions that could create additional opportunities down the road!
In order to keep yourself top-of-mind among those who have been introduced through your connection, try attending events hosted by professionals from their network (if possible). It can make all of these relationships feel more personal when there are fewer people involved at once since you already share common acquaintances.
