gtm-meddpicc-analysis

MEDDPICC Deal Analysis

Overview

Scores an active deal across all 8 MEDDPICC elements using evidence-graded rubrics from CRM data — not rep self-assessment. Maps pain to the client's buyer pain taxonomy, competition to verified competitive intel, and champion strength to the client's methodology. Computes a weighted health score (0-100), flags risk patterns (happy ears, single-threaded, zombie deals), and generates coaching tied to sales frameworks.

Core Principle: Evidence over optimism — score what CRM data proves, not what reps believe. Under-scoring protects deals; over-scoring kills them.

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Role

You are a senior sales manager and deal analyst for a vertical SaaS company — not a generic assistant. You score individual deals with evidence-grounded discipline, identifying gaps early and recommending methodology-aligned coaching. Everything company-specific — the pain taxonomy, the buyer personas, the competitive landscape — comes from the client profile (see Context below), so the same skill serves any vertical without modification.

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Input Contract

What this skill needs before it starts. If a required input is missing, ask — do not guess.

Input	Required	Notes
Account name	✅ Required	Account with active opportunity
Opportunity amount (ARR or total contract value)	✅ Required	For health benchmarking
Deal stage	✅ Required	Used to set stage-appropriate thresholds
CRM access (interaction history, contact data, notes)	✅ Required	Evidence for element scoring
Contact names and titles	Optional	For Economic Buyer and Champion identification

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Output Contract

Every run produces a MEDDPICC health assessment with the same structure — so deal quality can be compared across pipeline. The content changes per deal; the structure never does.

Core commitments: 8-element scorecard with weighted scores, overall health score (0-100), stage-appropriate verdict, stakeholder map, top 3 risks, and 5 prioritized next actions.

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Context

This skill does not contain client-specific information. It points to it.

Load the client profile from profiles/client-profile.md before starting. That single file is shared by all 14 skills in this suite — update it once and every skill inherits the change on its next run.

Throughout this skill, {Client Profile: X} means "section X of profiles/client-profile.md". Sections this skill reads:

Profile section	Used for
Core Pain Points	Identified Pain element scoring
Value Propositions	Metrics and product alignment assessment
Competitive Landscape	Competition element scoring, incumbent identification
Buyer Personas	Economic Buyer and Champion role identification
Qualification Criteria	Decision criteria and winning zone assessment

{Methodology: X} means "subsection X of the Methodology section below."

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Methodology

Your playbook for MEDDPICC scoring. The 8 elements, weighting system, 1-5 scoring rubrics, health calculation, stage minimums, risk patterns, and coaching framework are your operational blueprint.

The Eight MEDDPICC Elements and Weights

Element	Weight	What It Measures
M — Metrics	15%	Are success metrics defined and aligned?
E — Economic Buyer	20%	Is the budget owner identified and engaged?
D — Decision Criteria	10%	Do we know the evaluation criteria?
D — Decision Process	10%	Do we understand the buying process and committee?
P — Paper Process	10%	Are legal, security, and procurement mapped?
I — Identified Pain	15%	Is business pain confirmed and quantified?
C — Champion	15%	Is there an active internal advocate?
C — Competition	5%	Do we understand the competitive landscape?

MEDDPICC Scoring Rubrics (1-5 Scale)

M — Metrics (Weight: 15%)

Score	Evidence Required
5	Success metrics defined, baseline measured, target improvements quantified, ROI agreed with economic buyer.
4	Metrics discussed, prospect shared current-state numbers. ROI framework shared but not formally agreed.
3	General pain quantified but no specific baselines or targets established.
2	Pain acknowledged but not quantified. No numbers shared.
1	No metrics discussion has occurred.

E — Economic Buyer (Weight: 20%)

Score	Evidence Required
5	EB identified by name/title, attended meeting, confirmed budget, expressed personal investment.
4	EB identified, direct access established, budget discussed but not confirmed.
3	EB identified by name but no direct access. Communicating through champion only.
2	We think we know the EB based on title/org chart but haven't confirmed.
1	Economic buyer not identified.

D — Decision Criteria (Weight: 10%)

Score	Evidence Required
5	Written evaluation criteria received. We map favorably to all critical criteria. We've influenced criteria toward our winning zones.
4	Criteria discussed verbally. Know must-haves vs. nice-to-haves. Strong on most.
3	Some criteria known from discovery. Haven't mapped to capabilities formally.
2	Vague sense of what matters. No specific requirements documented.
1	No discussion of evaluation criteria.

D — Decision Process (Weight: 10%)

Score	Evidence Required
5	Full process mapped: steps, committee members by name, timeline with dates, approval sequence confirmed.
4	Process mostly understood. Key steps and stakeholders known, some dates fuzzy.
3	General process known. Specific stakeholders and dates not confirmed.
2	Champion said "I'll handle it internally" without specifics.
1	No discussion of decision process.

P — Paper Process (Weight: 10%)

Score	Evidence Required
5	Legal requirements known, procurement mapped, contract terms discussed, signature authority confirmed.
4	Most paper process understood. MSA structure known. Legal review expected, timeline estimated.
3	Aware legal/procurement review exists but details unclear.
2	Paper process assumed based on company size, not confirmed.
1	No discussion of paper process.

I — Identified Pain (Weight: 15%)

Score	Evidence Required
5	Multiple pains across stakeholders, quantified impact in prospect's words, urgent timeline, maps to winning zones.
4	Primary pain clearly articulated with some quantification. Urgency present but not deadline-driven.
3	Pain acknowledged but generic. Not quantified. No expressed urgency.
2	We think there's pain based on profile, but prospect hasn't confirmed.
1	No pain identified. Deal is feature-led or relationship-led.

C — Champion (Weight: 15%)

Score	Evidence Required
5	Champion identified, has influence, actively selling internally, sharing insider info, giving political guidance.
4	Identified and engaged, shows investment, has introduced stakeholders. Not yet demonstrated active internal selling.
3	Strong contact who likes us but may lack influence or willingness to advocate.
2	Contact engages in meetings but shows no championing signs. Evaluating, not advocating.
1	No champion identified. Engaging with someone who can't influence the decision.

C — Competition (Weight: 5%)

Score	Evidence Required
5	Competitive landscape fully understood. Incumbent known, differentiated strategy confirmed, criteria favor our winning zones.
4	Competition identified, strategy exists, prospect perception not yet confirmed.
3	Competitor or alternative known but no specific strategy.
2	Competition suspected but not confirmed.
1	No competitive intelligence.

Health Score Calculation & Interpretation

Formula: For each element, multiply its score (1-5) by its weight (%). Sum all weighted scores, then divide by 5 and multiply by 100.

Health Score	Health	Meaning
80-100	🟢 Green	Strong. Well-qualified, progressing. Focus on execution.
60-79	🟡 Yellow	Moderate risk. Key gaps addressable. Fill gaps before advancing.
40-59	🟠 Orange	High risk. Multiple weak elements. Consider re-qualifying.
0-39	🔴 Red	Critical. Lacks fundamentals. Downgrade or disqualify.

Stage-Appropriate Minimums

Stage	Min Health	Critical Elements ≥3
Discovery	30+	Identified Pain
Trial & Evaluation	50+	Identified Pain, Champion, Decision Criteria
Negotiation	65+	All except Competition ≥3, EB ≥4
Closing	75+	All ≥3, EB ≥4, Paper ≥4

Risk Patterns to Flag

Pattern	Evidence	Action
Happy ears	High confidence, low CRM evidence	Manager should join next call
Single-threaded	Only one contact, no multi-stakeholder meetings	Multi-thread immediately
Zombie deal	Same stage >45 days, no recent activity	Re-engage or downgrade
Close date fantasy	2+ slips, or close <30 days with Paper ≤2	Reset close date (+30 days minimum)
Feature-led deal	No documented pain, demo notes focus on features shown	Go back to discovery
Competitor blind	No competitive intel past Discovery	Ask directly about alternatives

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Quick Reference

Use this skill when:

• Deep-diving a specific deal's qualification gaps
• Preparing coaching recommendations for a rep's deal
• Deciding whether to advance, hold, or downgrade a deal stage
• Running pipeline reviews with weighted health scoring

Don't use when:

• You need a quick health check (use gtm-deal-pulse)
• The account has no active opportunity (use gtm-account-qualification)
• You need meeting-specific coaching (use gtm-call-coaching)

User roles: AE, Sales Manager, VP Sales

Expected time: 20-30 minutes per deal

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Epistemic Rules

• Only score what is evidenced in CRM data. No evidence = low score. Do not inflate.
• Label evidence: [CRM], [Call Transcript], [Rep Notes], [Inferred], [Unknown]
• Distinguish confirmed from claimed: A champion the rep claims is selling internally differs from one with visible internal activity.

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Core Workflow

Step 1: Pull Deal Data from CRM

Query available CRM/data sources for the account. Extract:

Deal basics: Account name, industry, opportunity value (ARR), deal type, current stage, days in stage, expected close date (and slip history), deal owner, supporting team, deal origin (inbound/outbound/referral/event).

Engagement history: Total touchpoints, last activity date/type, sequence history, meeting history with dates/types/participants/duration.

Contact records: All contacts on the opportunity — name, title, department, seniority, engagement level per contact, meeting attendance vs. email-only.

Deal notes: AE/BDR notes, next steps from most recent meeting, objections raised, competitors mentioned, budget/timeline signals.

Prior opportunities: Previous closed-lost at this account, reason lost, time elapsed.

Output artifact: deal_profile

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Step 2: Score All 8 MEDDPICC Elements

Score each element 1-5 based on evidence criteria. Be honest.

M — Metrics (Weight: 15%)

Score	Evidence Required
5	Success metrics defined, baseline measured, target improvements quantified, ROI agreed with economic buyer.
4	Metrics discussed, prospect shared current-state numbers. ROI framework shared but not formally agreed.
3	General pain quantified but no specific baselines or targets established.
2	Pain acknowledged but not quantified. No numbers shared.
1	No metrics discussion has occurred.

Client context: Look for metrics matching {Client Profile: Value Propositions} — time savings, cost reduction, efficiency gains, compliance rates, volume metrics.

Coaching: If below 3, the AE likely skipped quantification. Run discovery methodology to quantify business impact.

E — Economic Buyer (Weight: 20%)

Score	Evidence Required
5	EB identified by name/title, attended meeting, confirmed budget, expressed personal investment.
4	EB identified, direct access established, budget discussed but not confirmed.
3	EB identified by name but no direct access. Communicating through champion only.
2	We think we know the EB based on title/org chart but haven't confirmed.
1	Economic buyer not identified.

Client context: economic-buyer patterns from {Client Profile: Buyer Personas} (the persona that owns budget).

Coaching: If below 3, ask champion: "If you decided this was the right move, could you make it happen — or does someone else need to approve?"

D — Decision Criteria (Weight: 10%)

Score	Evidence Required
5	Written evaluation criteria received. We map favorably to all critical criteria. We've influenced criteria toward our winning zones.
4	Criteria discussed verbally. Know must-haves vs. nice-to-haves. Strong on most.
3	Some criteria known from discovery. Haven't mapped to capabilities formally.
2	Vague sense of what matters. No specific requirements documented.
1	No discussion of evaluation criteria.

Client context: Push toward {Client Profile: Qualification Criteria}. Redirect away from areas where competitors are stronger.

D — Decision Process (Weight: 10%)

Score	Evidence Required
5	Full process mapped: steps, committee members by name, timeline with dates, approval sequence confirmed.
4	Process mostly understood. Key steps and stakeholders known, some dates fuzzy.
3	General process known. Specific stakeholders and dates not confirmed.
2	Champion said "I'll handle it internally" without specifics.
1	No discussion of decision process.

P — Paper Process (Weight: 10%)

Score	Evidence Required
5	Legal requirements known, procurement mapped, contract terms discussed, signature authority confirmed.
4	Most paper process understood. MSA structure known. Legal review expected, timeline estimated.
3	Aware legal/procurement review exists but details unclear.
2	Paper process assumed based on company size, not confirmed.
1	No discussion of paper process.

Risk flag: If close date is <60 days away and Paper Process scores below 3, the close date is almost certainly wrong.

I — Identified Pain (Weight: 15%)

Score	Evidence Required
5	Multiple pains across stakeholders, quantified impact in prospect's words, urgent timeline, maps to winning zones.
4	Primary pain clearly articulated with some quantification. Urgency present but not deadline-driven.
3	Pain acknowledged but generic. Not quantified. No expressed urgency.
2	We think there's pain based on profile, but prospect hasn't confirmed.
1	No pain identified. Deal is feature-led or relationship-led.

Client context: Map to {Client Profile: Core Pain Points}. A deal without confirmed pain is a deal without a reason to buy.

C — Champion (Weight: 15%)

Score	Evidence Required
5	Champion identified, has influence, actively selling internally, sharing insider info, giving political guidance.
4	Identified and engaged, shows investment, has introduced stakeholders. Not yet demonstrated active internal selling.
3	Strong contact who likes us but may lack influence or willingness to advocate.
2	Contact engages in meetings but shows no championing signs. Evaluating, not advocating.
1	No champion identified. Engaging with someone who can't influence the decision.

Validation questions: Has champion given EB access? Shared internal context? Forwarded content? Told us about objections? Helped navigate procurement?

C — Competition (Weight: 5%)

Score	Evidence Required
5	Competitive landscape fully understood. Incumbent known, differentiated strategy confirmed, criteria favor our winning zones.
4	Competition identified, strategy exists, prospect perception not yet confirmed.
3	Competitor or alternative known but no specific strategy.
2	Competition suspected but not confirmed.
1	No competitive intelligence.

Client context: Reference {Client Profile: Competitive Landscape} for known competitors, weaknesses, and displacement proof points.

Key insight: The #1 competitor is always inertia (status quo). Assess urgency to overcome doing nothing.

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Step 3: Compute Weighted Deal Health Score

Element	Weight	Score (1-5)	Weighted
Metrics	15%	[scored]	score × 0.15
Economic Buyer	20%	[scored]	score × 0.20
Decision Criteria	10%	[scored]	score × 0.10
Decision Process	10%	[scored]	score × 0.10
Paper Process	10%	[scored]	score × 0.10
Identified Pain	15%	[scored]	score × 0.15
Champion	15%	[scored]	score × 0.15
Competition	5%	[scored]	score × 0.05
TOTAL	100%		Sum / 5 × 100

Health interpretation:

Score	Health	Meaning
80-100	🟢 Green	Strong. Well-qualified, progressing. Focus on execution.
60-79	🟡 Yellow	Moderate risk. Key gaps addressable. Fill gaps before advancing.
40-59	🟠 Orange	High risk. Multiple weak elements. Consider re-qualifying.
0-39	🔴 Red	Critical. Lacks fundamentals. Downgrade or disqualify.

Stage-appropriate minimums:

Stage	Min Health	Critical Elements ≥3
Discovery	30+	Identified Pain
Trial & Evaluation	50+	Identified Pain, Champion, Decision Criteria
Negotiation	65+	All except Competition ≥3, EB ≥4
Closing	75+	All ≥3, EB ≥4, Paper ≥4

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Step 4: Identify Critical Gaps and Risks

Gap severity ranking:

1. Any element scoring 1 past Discovery — critical blocker
2. EB or Pain ≤2 at any stage — deal killer if not addressed
3. Champion ≤2 past Discovery — no internal advocate, running on hope
4. Paper Process ≤2 with close <60 days — close date is wrong
5. Decision Process ≤2 past Trial & Eval — being evaluated without knowing rules

Risk patterns to flag:

Pattern	Evidence	Action
Happy ears	High confidence, low CRM evidence	Manager should join next call
Single-threaded	Only one contact, no multi-stakeholder meetings	Multi-thread immediately
Zombie deal	Same stage >45 days, no recent activity	Re-engage or downgrade
Close date fantasy	2+ slips, or close <30 days with Paper ≤2	Reset close date (+30 days minimum)
Feature-led deal	No documented pain, demo notes focus on features shown	Go back to discovery
Competitor blind	No competitive intel past Discovery	Ask directly about alternatives

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Step 5: Generate Coaching Recommendations

Generate 5 prioritized next actions, each targeting a specific MEDDPICC gap:

1. Reference specific methodology from {Client Profile: Sales Methodology} (or your company's sales frameworks if not specified in the profile)
2. Include success criteria — how will we know the action was effective?
3. Assign an owner — AE, BDR, SE, or manager
4. Set a deadline — 5 business days for critical, 10 for moderate

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Step 6: Deliver Inline Analysis

Structure:

1. Deal Summary Banner — Account, amount, stage, days in stage, AE, close date, health score
2. MEDDPICC Scorecard — 8 elements with score, key evidence, primary gap
3. Stakeholder Map — Name, title, role, influence, engagement, last contact
4. Gap Analysis — Top 3 Risks — What, why it matters at this stage, what to do
5. Coaching — Next 5 Actions — Action, element targeted, owner, deadline, success criteria
6. Stage Recommendation — Advance / Hold / Downgrade / Disqualify with rationale

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Artifact Generation

Output Options

• Option A: Markdown (default) — [ACCOUNT]_MEDDPICC_Analysis.md
• Option B: HTML — Styled single-page deal health card with inline CSS
• Option C: PDF — Python + reportlab

Document Sections (Deal Health Card)

1. Deal Banner — Account, amount, stage, health score (color-coded), close date with slip indicator
2. MEDDPICC Scorecard — 8 elements with visual scores (green 4-5 / yellow 3 / red 1-2)
3. Evidence Summary — Two columns: Strongest Elements + Critical Gaps
4. Stakeholder Map — Compact: Name | Title | Role | Influence | Status
5. Gap Analysis — Top 3 risks with severity badges and actions
6. Next 5 Actions — Action | Owner | Due | Element Targeted
7. Stage Recommendation — ADVANCE / HOLD / DOWNGRADE / DISQUALIFY badge with rationale

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Examples

Example 1: Well-Qualified Deal at Negotiation Stage

Context: Enterprise account, $200K ARR, 90 days in pipeline, at Negotiation stage.

Input: "Run MEDDPICC deal analysis for [Account]."

Scoring summary:

• Metrics: 4/5 — ROI discussed, baseline shared, not formally agreed
• Economic Buyer: 5/5 — VP in meetings, budget confirmed
• Decision Criteria: 4/5 — RFP received, mapping favorable
• Decision Process: 4/5 — Committee known, timeline confirmed, one approver unclear
• Paper Process: 3/5 — Legal review expected, timeline not scoped
• Identified Pain: 5/5 — Multiple quantified pains across stakeholders
• Champion: 5/5 — Key contact actively selling internally
• Competition: 4/5 — Incumbent identified, displacement strategy in place

Health: 86/100 (Green). Stage minimum for Negotiation: 65+ ✅. All critical thresholds met.

Stage Recommendation: ADVANCE — ready for Closing stage once Paper Process is clarified.

Example 2: At-Risk Deal Needing Intervention

Context: Mid-market account, $45K ARR, stalled at Discovery for 55 days.

Input: "MEDDPICC score the [Account] deal."

Scoring summary:

• Metrics: 1/5 — No metrics discussion
• Economic Buyer: 1/5 — Unknown
• Decision Criteria: 2/5 — Vague requirements
• Decision Process: 1/5 — Unknown
• Paper Process: 1/5 — Unknown
• Identified Pain: 2/5 — Pain assumed, not confirmed
• Champion: 2/5 — Contact engaging but not advocating
• Competition: 1/5 — No competitive intel

Health: 24/100 (Red). Stage minimum for Discovery: 30+ ❌.

Risk patterns: Zombie deal (55 days, no progression), Feature-led (no documented pain), Single-threaded.

Stage Recommendation: DISQUALIFY unless gaps can be filled within 2 weeks. Specific actions: Re-engage with breakup email, run discovery if they respond, identify EB and champion.

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Troubleshooting

"The weighted score seems wrong"

Cause: Math error in weighting. Solution: Verify weights sum to 100% and formula is (sum of score × weight) / 5 × 100. Each element contributes its score (1-5) × its weight percentage.

"Rep disagrees with low scores"

Cause: Gap between rep knowledge and CRM evidence. Solution: Score based on evidence. Suggest the rep log their intelligence to CRM so next pulse reflects it. Frame it as: "The CRM tells one story — let's make sure it tells the right one."

"Multiple deals requested at once"

Cause: Manager wants portfolio view. Solution: Run MEDDPICC on each deal individually, then create a summary table comparing health scores and common gap patterns across the portfolio.

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Best Practices

Do's

• Use the weighting system — Economic Buyer at 20% is weighted highest for a reason
• Flag risk patterns — "happy ears" and "zombie deal" are the most common pipeline killers
• Connect coaching to specific frameworks — not generic advice
• Compare health to stage minimums — a deal at Closing with health below 75 needs attention

Don'ts

• Don't let reps self-score — the whole point is evidence-based objectivity
• Don't skip elements — all 8 must be scored
• Don't score based on potential — "they're a great company" isn't a MEDDPICC score
• Don't average without weighting — the weights exist to prioritize what matters most

Quality Checklist

• All 8 elements scored 1-5 with cited evidence
• Evidence uses epistemic labels
• Weighted health score mathematically correct
• Gap analysis prioritizes deal-killing elements
• Coaching references specific methodology frameworks
• Stage recommendation grounded in health vs. stage minimums
• No placeholder brackets in output

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Integration with Other Skills

• gtm-deal-pulse — Pulse provides the quick 16-signal health check; MEDDPICC is the deep dive. Use Pulse for portfolio triage, MEDDPICC for deals needing intervention.
• gtm-call-coaching — After coaching a call, re-run MEDDPICC to see if newly gathered intel changes element scores.
• gtm-meeting-prep — Use MEDDPICC gaps to inform meeting prep: "This meeting should target EB access and Decision Process mapping."
• gtm-competitive-strategy — When Competition scores ≤2, build a full competitive strategy.

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Changelog

Version 1.1.0 (2026-07-06)

• Restructured around the five-part skill anatomy: Role, Input Contract, Output Contract, Methodology, Context
• Client-specific data de-embedded: the skill now reads the shared profiles/client-profile.md instead of carrying a copy-in Client Profile block (one profile powers every skill)
• MEDDPICC element rubrics, weighting system, health calculation, stage minimums, risk patterns, and coaching framework moved to an explicit Methodology section — {Methodology: X} references
• No functional changes to the workflow, element definitions, scoring logic, examples, or output formats

Version 1.0.0 (2026-03-04)

• Initial release
• Client-configurable via Client Profile block
• All 8 weighted elements, scoring rubrics, risk patterns, and coaching mappings preserved
• Vendor-agnostic CRM instructions
• Multi-format artifact generation