MEDDIC in Action: Building Champions

Let me share a success story with you...

A few weeks ago, I wrote about the power of MEDDIC in software sales, specifically emphasizing the importance of developing multiple Champions within an organization to drive deals forward. This strategy has repeatedly proven effective, especially in complex, enterprise-level sales cycles where multiple stakeholders are involved in key decisions.

Shortly after publishing that post, I received an email from a sales executive who had embraced the advice. She was eager to share how applying the MEDDIC framework—particularly the concept of building multiple Champions—had transformed her approach to selling enterprise software. Her story vividly illustrates the power of focusing on Champions in complex sales, and I want to share it with you.

The Challenge

The executive, whom we’ll call Sarah, worked for a mid-sized software company specializing in enterprise asset management. Her team faced challenges familiar to many sales professionals: deals stalling in the final stages or, worse, disappearing completely. Despite delivering strong demos and receiving positive feedback from key contacts, they struggled to get buy-in from the C-suite at critical moments.

After reading my blog on Hidden Stakeholders, Sarah realized the issue: they were overly reliant on a single point of contact—typically in IT or operations—who lacked the influence to drive the deal forward internally.

Applying the MEDDIC Framework

Inspired by what she’d read, Sarah decided to apply the MEDDIC methodology to a high-stakes deal with a global manufacturing firm. Rather than relying on her initial contact in IT, she dug deeper, identifying the pain points across multiple departments. She zeroed in on key players in finance, procurement, and operations—departments that would also benefit from the solution.

Through her research, Sarah identified two potential Champions. The first was a finance manager frustrated by the inefficiencies in their asset tracking system. The second was an operations leader focused on reducing costly equipment downtime.

Building the Champions

Following the advice from the blog and other content from our team, Sarah didn’t stop at identifying these Champions. She built strong relationships with them, showing how the software would directly address their specific challenges. She equipped them with metrics tailored to their department’s needs, ensuring they could make a compelling business case to their teams and superiors.

These Champions became internal advocates for the solution, driven not just by the benefits to the company but also by the personal success they stood to gain from resolving these issues.

The Collective Push

When the deal reached the final decision-making stage, Sarah’s Champions worked together across departments to secure approval from the Economic Buyer—the COO. Instead of being perceived as another IT initiative, the deal gained traction as a company-wide priority with cross-departmental support. With Champions in both finance and operations, the C-suite couldn’t ignore the unified push.

The result? The deal closed two weeks after reaching the COO—far faster than Sarah’s typical enterprise sales cycle.

The Takeaway

Sarah’s experience reinforced the core message of my earlier post: building multiple Champions is critical in complex sales. By broadening her relationships within the prospect’s organization, she avoided the trap of depending on a single internal advocate. Instead, she created a network of stakeholders, each equipped with the tools and metrics to drive the deal forward.

Conclusion

Sarah’s story is a prime example of how applying the MEDDIC framework can revolutionize your approach to software sales. By focusing on building multiple Champions, you ensure your solution isn’t just backed by one voice but becomes a company-wide priority.

If you’re involved in complex software sales and haven’t fully embraced the Champion-building aspect of MEDDIC, let Sarah’s success story serve as a reminder of what’s possible. Who knows? Reading this blog might just inspire your next big win—just as it did for Sarah.

🎬 Take Action

• Do you have effective Champions in your deals? Or, could they be just coaches?     

• What can you do today to build up the strength of your Champions?

• Is your Champions bringing you close to the Economic Buyer and key stakeholders?

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MEDDIC offers a structured approach to identifying and addressing technical and business pain points. Understanding the difference and connecting these pains empowers presales professionals to offer compelling solutions and drive successful sales engagements.

Get in touch. Let us show you how to implement MEDDIC more effectively and ensure the greatest value beyond simple qualification.