Framework

MEDDPICC qualification template

A fillable structure for qualifying any UK B2B deal against the eight MEDDPICC axes. Copy this into a CRM custom field, a Notion doc, or a deal-walkthrough Loom. Each axis includes specific prompts for what 'qualified' looks like.

How to use this

At MEDDPICC stage 2 of any opportunity, work through the eight axes below. The standard for "qualified" is that you can answer each axis with a specific named person, a specific dated event, or a specific documented criterion. If your answer is a generic platitude ("we have a champion", "there's a budget"), the axis is not qualified.

At stage 3, every axis should be substantively answered. At stage 4-5, gaps in any axis are deal-blocking until closed.

The template

Account: ___________________________________
Deal name: __________________________________
Last updated: __ / __ / 202_

(M) METRICS
What specific quantified outcome will the buyer achieve?
- Metric: ____________________________________
- Current value: ______________________________
- Target value: _______________________________
- Time horizon: _______________________________

(E) ECONOMIC BUYER
Named individual with budget authority.
- Name: ______________________________________
- Title: _____________________________________
- Met yet? Y / N. If N, when: _________________
- What do they care about: ____________________

(D) DECISION CRITERIA
Documented criteria the buyer is evaluating against.
- Criterion 1: _______________________________
- Criterion 2: _______________________________
- Criterion 3: _______________________________
- (Add more as needed)
- Source: buyer-stated / inferred / documented

(D) DECISION PROCESS
The actual approval path for this purchase.
- Step 1: ____________________________________
- Step 2: ____________________________________
- Step 3: ____________________________________
- Procurement gate? Y / N. If Y, when: ________
- Legal redlines? Y / N. Standard MSA? Y / N
- Security review? Y / N. CAIQ / SIG / custom: __

(P) PAPER PROCESS
Contractual workstream specifically.
- MSA negotiation expected duration: __________
- DPA / SCCs needed? Y / N
- Vendor onboarding portal? Y / N
- ESG / modern slavery / supplier docs needed? __

(I) IDENTIFY PAIN
The specific operational consequence of inaction.
- Pain: _____________________________________
- Dated reason it hurts now: __________________
- Cost of pain (quantified): __________________

(C) CHAMPION
Internal advocate with influence.
- Name: ______________________________________
- Title: _____________________________________
- Why they advocate: __________________________
- Champion behaviour test:
  [ ] Can name buying-centre stakeholders unprompted
  [ ] Has discussed this with at least one peer internally
  [ ] Can articulate why the company would care, not just them

(C) COMPETITION
Other vendors being evaluated.
- Vendor 1: ___________________ (status: leading / behind / equal)
- Vendor 2: ___________________ (status: leading / behind / equal)
- Internal solution? Y / N
- Status quo? (what happens if buyer does nothing)

CRITICAL EVENT (the why-now question)
- The dated reason the buyer must act: ________
- Source of this date: ________________________
- If no critical event: deal is no-decision risk; long-term pipeline only.

QUALIFICATION SUMMARY
- Axes substantively answered: __ / 8
- Weakest axis(es): ___________________________
- Next-step play: _____________________________

Where teams under-invest

The Decision Process and Critical Event axes are the most-often under-qualified in UK B2B deals. Buyers who can't articulate either are typically no-decision risks regardless of how positive the conversation feels. The discomfort of asking is the signal the question matters.

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