MEDDICC — Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion, Competition

TL;DR

MEDDICC is MEDDIC plus a seventh letter for Competition, used to qualify enterprise B2B deals while explicitly tracking every alternative the buyer is evaluating.

Letter-by-letter breakdown

Letter	Meaning	What it actually means
M	Metrics	The measurable outcome the buyer wants.
E	Economic Buyer	The person with final budget authority.
D	Decision Criteria	The buyer's written evaluation criteria.
D	Decision Process	The buying process and timeline.
I	Identify Pain	The urgent business problem.
C	Champion	Your internal advocate.
C	Competition	Every alternative — including status quo and in-house builds.

What is MEDDICC?

MEDDICC sits between MEDDIC and MEDDPICC. It adds Competition to acknowledge that no enterprise deal is single-source — there is always another vendor, an in-house build, or the option to do nothing. Tracking Competition explicitly stops reps from being surprised in week 8 of an 8-week cycle.

When to use MEDDICC

Any deal where you suspect a competing vendor is involved
RFPs and formal evaluation processes
Renewals where the customer might be reconsidering

Real examples

Competition: 'Which other tools made it to your shortlist?'
Competition: 'What would have to be true for you to stick with your current setup?'

Want to practice MEDDICC live? Run a roleplay with an AI buyer.

How we built this

This page is maintained by the LemCoach product team. Definitions are validated against how reps actually deploy MEDDICC inside our practice scenarios — the same framework powers our in-app coaching rubric, so changes here roll forward into how we score live calls.