From MEDDPICC to DYNAMIC: Rethinking Sales Frameworks

Let's start with a bold statement: the world has changed, but sales frameworks haven’t kept up. This conversation started with a question: Is MEDDPICC overrated? It didn’t take long to challenge not just MEDDPICC but sales frameworks in general and eventually build something new for the world of 2025 onwards.

 Is MEDDPICC Overrated? (TL;DR: No)

MEDDPICC has become a popular framework for qualifying and managing complex sales, but it raises a critical question: is it truly transformational or just a repackaging of the fundamentals? MEDDPICC focused on metrics, decision-makers, and processes might feel redundant to experienced salespeople. If you already “read the room” and understand the basics of sales qualification, MEDDPICC can appear more like a checklist than a game-changer. It doesn’t directly (and isn’t designed to) address key areas like pricing strategies, competitive differentiation, or creative problem-solving —all of which are critical to closing deals.

So, yes, MEDDPICC is "just" about knowing your customer deeply. But its strength lies in structured, repeatable insights for complex, multi-stakeholder deals. It’s foundational rather than overrated, playing a small but vital role in the larger sales process.

The Problem with Traditional Frameworks

Our conversation didn’t stop with MEDDPICC. Here’s where it gets interesting. We expanded the critique to other frameworks like BANT, SPIN Selling, CHAMP, and GPCTBA/C&I and realized they all share a common thread: they were designed for a world that was more predictable. They focus heavily on internal customer processes, decision-makers, buying criteria, and metrics but they struggle to account for factors like economic instability, massive leadership changes, or shifting priorities.

Here’s a quick comparison of some popular frameworks:

In the spirit of collaboration and co-intelligence, this framework grew out of a dialogue that mixed sharp critique (at some point, I even used the word profanation, though GPT wisely suggested toning it down) with thoughtful reflection. ChatGPT took the essence of our critique of traditional sales frameworks and distilled it into something that feels relevant for 2025 onwards and came up with an acronym.

Introducing DYNAMIC

DYNAMIC isn’t just a framework—it’s a mindset designed for a world where change is the only constant. It addresses the gaps in traditional frameworks by emphasizing agility, adaptability, and momentum.

What DYNAMIC stands for

D - Drivers of Change

• Identify external and internal factors that might shift the buyer's priorities or decision-making.

• Focus on macroeconomic trends, leadership changes, industry disruptors, and tech advancements.

• Key Question: What are the forces influencing this customer's environment, and how do they impact the deal?

Y - Yield to Customer Needs

• Regularly reassess and tailor your value proposition as the customer’s situation evolves.

• Highlight ROI, time-to-value, and adaptability rather than static benefits.

• Key Question: How does our solution align with their shifting goals or pain points?

N - Network of Stakeholders

• Map not just decision-makers but the broader influence network: informal champions, blockers, and peripheral influencers.

• Recognize that decisions are increasingly collaborative and may not follow traditional hierarchies.

• Key Question: Who are the stakeholders today, and how might that change tomorrow?

A - Agility in Engagement

• Be prepared to pivot your approach based on new information or changes in customer priorities.

• Move beyond rigid qualification steps; embrace iterative discovery and constant feedback loops.

• Key Question: How quickly can we adapt to new dynamics while maintaining progress?

M - Momentum Building

• Focus on creating and sustaining momentum in deals, even amid uncertainty.

• Use small wins to maintain interest and investment from stakeholders.

• Key Question: What can we achieve now to keep the deal moving forward despite potential disruptions?

I - Insights-Driven Decisions

• Leverage real-time data and analytics to anticipate shifts and refine your strategy.

• Use customer-specific insights to create personalized engagement at every stage.

• Key Question: What data or insights can we use to predict and influence the next steps?

C - Continuous Value Delivery

• Don’t just sell; focus on delivering incremental value even during the sales process.

• Offer insights, tools, or services that address immediate needs and build long-term trust.

• Key Question: How can we demonstrate value immediately, regardless of when the deal closes?

DYNAMIC vs Traditional Frameworks

DYNAMIC recognizes that sales success today demands not only qualification but also the ability to adapt in real-time, leveraging both insights and relationships to navigate shifting circumstances.

DYNAMIC thrives in uncertainty by prioritizing adaptability and value delivery.

Momentum as the Missing Ingredient

One of DYNAMIC’s key innovations is the focus on momentum building. Deals often stall not because of poor qualification but because they lose energy during long cycles of uncertainty.

DYNAMIC encourages sales professionals to create small wins:

• Sharing incremental insights with customers.

• Demonstrating value early, even before a formal close.

• Keeping stakeholders engaged with relevant, timely updates.

Momentum transforms deals from static negotiations into dynamic, forward-moving partnerships.

Co-Creating the Future of Sales

DYNAMIC isn’t about replacing foundational frameworks—it’s about evolving them for a world where agility and adaptability are paramount.

Traditional sales frameworks still serve as a starting point, but in a world of constant change, they need to be paired with tools and strategies that embrace the unknown.

If you love debating sales frameworks too, let’s continue the conversation.