Decision Criteria

Decision Criteria are the measurable standards and requirements defined by the customer that will be used to evaluate and compare potential solutions. These criteria are often aligned with business goals, technical needs, and strategic priorities, and they serve as the basis for the selection process.

THE DECISION CRITERIA IS THE SET OF PRINCIPLES, GUIDELINES, AND SPECIFIC REQUIREMENTS THAT AN ORGANIZATION USES TO EVALUATE AND ULTIMATELY SELECT A SOLUTION.

Sometimes these criteria are documented—especially when the customer has taken the time to draft a detailed specification. This is common in structured buying processes like RFIs or RFPs, where criteria are explicitly defined and sellers are expected to align their responses accordingly.

More often, however, the Decision Criteria are informal—an evolving set of priorities shared across stakeholders, often not written down. In these cases, it's critical for sellers to uncover and clarify what matters most to the buying team.

Elite sellers know to establish early whether a clear Decision Criteria exists. If not, they proactively help their customer define and articulate one. By doing so, they not only create clarity but also position themselves to influence those criteria in a way that highlights their strengths and unique value.

Influencing the Decision Criteria is one of the most powerful ways to gain a competitive edge.

The Three Types of Decision Criteria

You can generally group the Decision Criteria into three types: technical, economic, and strategic/operational. The importance of each will vary depending on the organization and the stakeholder you're engaging with. For instance, a CTO or CIO will typically prioritize the technical criteria, focusing on architecture, integration, and security. In contrast, a CFO is more likely to focus on the economic criteria, such as cost, ROI, and budget alignment. Understanding these differences is key to tailoring your approach and influencing the criteria in your favor.

Technical –

Does your solution satisfy the technical specifications and seamlessly align with the existing infrastructure to address the identified needs?

Economic –

Considerations regarding the financial feasibility, risk management, and overall efficiency of your solution.

Strategic –

How well do the values, vision, and long-term objectives of your organization align with those of the customer?

Aligning Decision Criteria with Your Sales Process

Early-Stage:

Does a Decision Criteria exist?
What does it include?
What factors have shaped it?
How can you influence or help define it?

Mid-Stage:

Are all stakeholders aligned on the Decision Criteria?
Do they understand how your solution uniquely addresses it?
How are you currently scoring against those criteria?

Late-Stage:

Is there a clear consensus that your solution meets the Decision Criteria better than any alternative?
If not, what actions are you taking to close that gap?

Decision Criteria and your Sales Process MEDDPICC

Overview of Decision Criteria

The Decision Criteria is a key component of your customer’s Decision Process. Whether it’s clearly defined or still evolving, it’s essential that you are actively involved. You need to fully understand how your solution will be evaluated—and, where possible, influence those criteria to align with your strengths.

Metrics