Turning MEDDICC Insights into Action

At Jointflows, we’re big fans of MEDDICC and its variations. The framework is embedded in our technology, making it easy for our customers’ AEs to capture and extract insights within the context of their deals. However, we’re always looking for ways to help AEs turn insights into execution. A recent collaboration with a Jointflows customer highlighted an approach worth sharing.

Background & Key Terms

Standard MEDDICC focuses on two critical elements:

• Decision Criteria – What factors is the customer using to make their decision?

• Decision Process – What steps must be followed to obtain a decision?

From my experience as a sales leader and through our work with Jointflows customers, these two elements often translate into:

• Decision Making Criteria – What must be true for this deal to happen?

• Decision Making Process – Who are the key stakeholders, and who has sign-off authority?

Whilst some organizations use MEDDPICC, which adds a focus on the "Paper Process"; crucial for regulated industries or service-centric sales where documents like SOWs, SLAs, and MSAs play a role in closing deals, we can consider this a subset of discovering the Decision Making Process as outlined above

While MEDDICC encourages discovery of both criteria and process, one question remains:

Why Aren’t We Connecting These Two More Directly?

If Decision Making Criteria are key to a deal, why aren’t we systematically building proof that they’ve been met into the Decision Making Process?

We tackled this challenge with a Jointflows customer by using our platform to create "Sales+Buying Processes" that link decision criteria directly to execution.

A Practical Example

Let’s say a key Decision Making Criteria is:

Salesforce compatibility is essential. Our core processes must not be disrupted by the seller’s product or service.

Here’s how this can be validated within the sales process:

1. Identify & Document Key Processes – Understand which processes matter most to the Economic Decision Maker (or an authorized SME) and confirm alignment with the prospect.

2. Map the "As-Is" State – Document how the process currently works with the operators.

3. Validate in a Sandbox – Test the solution/service in a sandbox to ensure it meets or exceeds the stated criteria.

4. Facilitate a Workshop – Bring together process owners to review and demonstrate the solution in action.

5. Secure Sign-Off – Gain formal approval that the "Salesforce Compatibility" criteria has been met and integrate this into the proposal.

Structuring a Repeatable Process for AEs

To ensure AEs consistently follow this approach, our customer introduced a new sales process stage: "Capture and Document Validation Requirements." This step prompts AEs to translate Decision Criteria into a structured, evidence-backed process, ensuring the outcome is clear:

✅ Documented proof that criteria have been met is created and shared.

To make this repeatable and scalable, we worked with them to implement:

1. Codified Validation Playbooks – Within Jointflows, AEs now follow structured templates that guide them through capturing criteria, validating it with the prospect, and ensuring alignment with internal buying processes.

2. Prospect-Validated Deal Scorecards – AEs now generate "Deal Scorecards," which document proof that the criteria have been met. These scorecards are shared with the buying team to reinforce decision confidence and create internal alignment.

3. Sales Leadership Inspection – Sales managers now review deals mid-funnel to ensure there is validated evidence supporting decision criteria before moving forward in the pipeline. This ensures teams aren’t just capturing insights—they’re acting on them.

A Challenge for Sales Teams

Some may read this and think, "We already do this." Here’s my challenge:

Review your mid-to-late-stage funnel and look for clear evidence of these processes. You’ll likely see that AEs capture Decision Making Criteria but rarely create validated, prospect-tested proof that those criteria have been met.

Are you systematically building this proof into your sales process? If not, it’s time to start.