Champion

A champion is an individual within a prospective customer's organization who believes in a vendor's solution and actively works to advance the deal internally. This person has a vested interest, either professional or personal, in the successful implementation of the product. In complex B2B sales cycles, the champion acts as the sales representative's internal ally, selling on their behalf when they are not in the room.

The Role of a Champion

The champion's primary role is to build consensus and drive momentum. They provide critical insider information that an external seller cannot access, such as the political landscape, hidden decision criteria, or the true nature of the competition. They help the sales team navigate the internal buying committee, translating the vendor's value proposition into the specific language and context of their organization. A strong champion can significantly increase deal velocity by overcoming internal objections and ensuring the project remains a priority.

Champion vs. Other Buying Influences

It is crucial to distinguish a champion from other stakeholders. Unlike a "coach," who might offer advice and information, a champion has influence and is willing to spend their political capital to advocate for the purchase. While the champion and the economic buyer (the person who signs the contract) can be the same person, they often are not. The economic buyer has budget authority, but the champion's power comes from their credibility and ability to persuade peers and superiors.

Identifying and Developing a Champion

Identifying a potential champion is a critical objective of strategic account planning. Sales teams look for individuals whose personal success is directly tied to solving the problem the product addresses. Champions are often created, not just found. This is often achieved through a solution-selling or consultative approach where the seller provides unique insights that empower the individual. In qualification frameworks like MEDDIC, testing the strength and influence of the champion is a core requirement for forecasting a deal accurately.