Lead Qualification SOP - MEDDIC Framework

Standard operating procedure for qualifying sales leads using the MEDDIC framework, including champion, economic buyer, and decision criteria assessment.

Steps

• Verify the lead record and source
  The sales representative verifies that the lead record contains the minimum required information: company name, contact name, contact method, lead source, and assigned owner. The sales representative resolves duplicates or missing ownership before continuing. Record any data gaps as a comment in the CRM.
• Confirm the lead matches the target profile
  The sales representative compares the lead against the target customer profile, including industry, company size, geography, use case, and pain point alignment. The sales representative records whether the lead meets minimum fit criteria.
• Assess Metrics and quantify the business impact
  The sales representative asks questions to identify measurable business impact, including cost of the problem, revenue opportunity, time savings, risk reduction, or productivity improvement. The sales representative records any available baseline metrics, target outcomes, and urgency indicators.
• Identify the Economic Buyer
  The sales representative determines who has budget authority or final approval for the purchase. The sales representative records the economic buyer's title, department, and relationship to the opportunity. If the economic buyer is unknown, the representative documents the next action required to identify them.
• Assess Decision Criteria and Decision Process
  The sales representative documents the buyer's decision criteria, including required features, pricing constraints, implementation requirements, security or compliance needs, and success measures. The sales representative also records the decision process, including stakeholders, approval steps, timeline, and procurement requirements.
• Identify a Champion and validate influence
  The sales representative identifies an internal advocate who has influence, urgency, and a personal stake in the outcome. The sales representative validates whether the champion can provide access, insight, and support through the buying process. If no champion exists, the representative records the risk and next step.
• Review qualification status and escalate exceptions
  The sales representative reviews the MEDDIC evidence collected and determines whether the opportunity is qualified. The sales representative escalates any material gaps, such as no economic buyer, no decision criteria, or no champion, to the sales manager for review.
• Document disqualification or nurture disposition
  The sales representative records the disqualification reason or nurture disposition in the CRM. The sales representative includes the specific gap, such as poor fit, no business need, no authority, or timing mismatch, and sets the next review date if applicable.
• Advance the opportunity and schedule next steps
  The sales representative updates the CRM stage, assigns the next owner if needed, and schedules the next meeting, demo, or stakeholder review. The sales representative records the agreed next step, due date, and required attendees.
• Create a follow-up plan for incomplete qualification
  The sales representative documents the missing qualification elements and creates a follow-up plan to close the gaps. The sales representative assigns owners, due dates, and specific questions or actions needed before the next review.