It’s The METRICS, Stupid.

it's the metrics stupid

In the world of business, decisions are often guided by one underlying principle: return on investment (ROI) , something directly resulting from METRICS. While this may sound like a no-brainer, the complexity lies in understanding how various factors contribute to this crucial metric. Just as the Clinton campaign famously declared, “It’s the economy, stupid,” back in 1992, we find ourselves in an era where, in the realm of high-end SaaS and technology, “It’s The METRICS, stupid.” In this article, we delve into the depths of the MEDDIC sales methodology and how its focus on metrics and ROI is revolutionizing the way companies and customers engage in business.

The MEDDPICC Approach: Elevating the Sales Game

Imagine a scenario: you walk into a high-end restaurant, drawn by the aroma of delectable dishes wafting through the air. You’re greeted by an enthusiastic waiter who confidently lays out the evening’s specials. Now, replace the restaurant with a technology solution and the waiter with a salesperson. Just as the waiter’s knowledge of the dishes is essential to your dining experience, a salesperson’s grasp of the metrics and ROI associated with their product at the client’s company is paramount in the world of B2B sales.

Meet MEDDPICC – a sales methodology matured at MEDDIC Academy that goes beyond the surface-level interactions between a company and its prospective client. It delves into the very heart of what drives a customer’s purchasing decisions: tangible value and quantifiable returns.

Metrics: The Language of Rational Decision-Making

Picture this: a company is on the hunt for a cutting-edge SaaS platform that promises to streamline its operations. The sales representative, well-versed in the MEDDIC or MEDDPICC methodology, approaches armed with a treasure trove of metrics that demonstrate the potential impact of their solution. These metrics, ranging from increased efficiency to reduced costs, serve as the linchpin of the sales pitch.

Metrics are not just numbers; they are the language of rational decision-making. In a world driven by data, customers demand hard evidence of the benefits a product can bring. The MEDDIC or MEDDPICC methodology emphasizes this need, ensuring that every interaction is steeped in a data-driven narrative. Customers are no longer swayed by vague promises; they seek measurable outcomes that align with their business objectives.

ROI: The North Star of a Successful Sale

At the heart of the MEDDIC approach lies a simple yet powerful concept: return on investment (ROI). It’s not enough for a salesperson to tout the features and capabilities of a product; they must demonstrate how these translate into tangible financial gains. Just as a savvy investor weighs the potential returns before committing to a venture, a prospective client evaluates the ROI before investing in a technology solution.

The blog article from MEDDIC Academy ( elaborates on this crucial aspect. It stresses that knowledge without action is meaningless, emphasizing the need for businesses to move beyond mere data accumulation. Understanding metrics is one thing; being able to transform that knowledge into actionable insights that directly impact ROI is quite another.

Economic Buyer: Navigating the Web of Decision-Making

In the complex landscape of enterprise-level purchases, decisions are rarely made in isolation. Instead, they involve a web of stakeholders, each with their own set of priorities and concerns. The MEDDIC methodology identifies the economic buyer. The economic buyer, aka the EB is whoever holds the purse strings. They are ultimately responsible for the financial implications of the purchase.

By engaging with the economic buyer and addressing their specific concerns, the salesperson ensures that the conversation revolves around their economic gain. This strategic alignment not only streamlines the decision-making process but also underscores the centrality of ROI in the customer’s mind.


Champion: A Voice of Authority and Advocacy

Imagine you’re embarking on a treacherous journey through uncharted waters. Who would you want by your side? Someone who knows the terrain, understands the challenges and is committed to your success. In the MEDDPICC framework, this role is played by the “Champion.”

A Champion is a person within the prospective client’s organization who not only believes in your product’s value but also advocates for its adoption. By nurturing a Champion, the salesperson ensures that the metrics and ROI resonate with an influential figure who can sway the decision-making process in their favor.

Decision Criteria and Process: Guiding the Path to Purchase

The path to a successful sale is often riddled with obstacles and uncertainties. The MEDDIC methodology equips salespeople with the tools to navigate this journey with finesse. Understanding the decision criteria – the specific benchmarks a product must meet is important. Understanding the decision process or the steps involved in finalizing a purchase is equally key. This is how sales teams can tailor their approach to align with the customer’s needs.

This aspect of MEDDPICC ensures that every interaction is purposeful and value-driven. It encourages a customer-centric approach that revolves around the metrics and ROI, thereby establishing a foundation of trust and credibility.

Identifying Pain: Solving Real-World Challenges

A product or solution is only as valuable as the problems it solves. The MEDDIC methodology recognizes the importance of identifying a customer’s pain points. These are the challenges they face and the obstacles that hinder their progress. By addressing these pain points head-on and illustrating how the product alleviates them, salespeople weave a narrative that directly ties back to ROI.

When a customer recognizes that a solution can alleviate their pain and drive measurable returns, the decision to invest becomes far more compelling. The MEDDIC approach, with its emphasis on pain identification, transforms the sales pitch into a strategic conversation centered on value.

Knowledge without Action: A Call to Arms

As we traverse the landscape of high-end SaaS and technology, the blog article from MEDDIC Academy echoes a poignant truth: knowledge without action is futile. The metrics, ROI, and insights garnered from the MEDDIC methodology are not meant to be mere talking points; they are catalysts for change. Businesses must internalize this message, recognizing that the true power of metrics lies in their ability to drive meaningful action.

In conclusion, “It’s The METRICS, Stupid” encapsulates the essence of the MEDDPICC sales methodology. In a world where technology solutions abound and choices are aplenty, the metrics and ROI associated with a product can make or break a deal. The MEDDIC or MEDDPICC frameworks serve as a guiding light. They illuminate the path to successful sales by focusing on the tangible returns a customer can expect.

As the economy evolves and customer expectations continue to shift, businesses that embrace the MEDDIC or MEDDPICC approach position themselves as true partners in their clients’ success stories. Just as the Clinton campaign’s mantra resonated with the need for a thriving economy then, the cry of “It’s The Metrics, Stupid” resounds in the realm of high-end SaaS and technology. It drives a paradigm shift in how businesses engage, convince, and ultimately triumph in sales.

Posted on August 11, 2023 in Executive, Leadership, MEDDIC, Sales, sales enablement, Sales Management, Sales Methodologies, Sales Training

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About the Author

Darius Lahoutifard, founder of MEDDIC Academy is a Serial Entrepreneur and a former Executive at PTC and Oracle among other software companies. His latest company was Business Hangouts, a Google G Suite live broadcasting app, with millions of users, acquired within 3 years. He is interested and writes about entrepreneurship, startups, technology, enterprise software, SaaS, Sales Leadership, Management, Sales & Leadership Education including specifically the MEDDIC methodology, Marketing, Market Research and more.
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