MEDDICC

MEDDICC is MEDDIC plus Competition. Seven letters: Metrics, Economic Buyer, Decision Criteria, Decision Process, Implicate the Pain, Champion, Competition. The second C was added because sellers kept losing deals that looked qualified on every other letter, to rivals they had never properly assessed, or to the customer deciding to do nothing at all. Competition was always part of the conversation. Adding the letter made it part of the inspection.

It is also the name of my book, which has sold over 100,000 copies and carries a foreword from Dick Dunkel and Jack Napoli, who created the original, and the name of the company I founded. The book is called MEDDICC and it covers all three versions, because the letters matter less than the questions behind them.

The question MEDDICC answers: is this deal real, and who else is in it?

The mistake is arguing about the acronym instead of running it. I have watched sales leaders spend a whole offsite debating whether they are a MEDDIC team or a MEDDICC team. Nobody at the offsite could name the Economic Buyer on their three biggest deals. Pick a version, write the questions down, and ask them on every deal every week.

How I use it. MEDDICC is binary. You either use it on every opportunity or you do not use it at all, and the teams that half-use it get the worst of both: the admin without the insight. The teams that go all in get a forecast they can stand behind and a pipeline where the weak deals are known early enough to fix or kill. Go all in or leave it alone.