A champion is an internal advocate inside your prospect's organization who believes in your solution and actively promotes it to other stakeholders. They give you inside access, lend credibility, influence other buyers, and help maintain momentum.
What an effective champion looks like
- Power and influence: they can impact decisions and reach key stakeholders, including the economic buyer.
- Vested interest: they have a personal stake in your solution succeeding.
- Willingness to act: they promote your solution even when you're not in the room.
How to identify and develop them
- Look for pain ownership: find the people responsible for solving the problem you address.
- Assess influence: do others seek their opinion?
- Educate and empower: give them the knowledge and materials to advocate effectively.
- Create a shared vision: help them see how your solution helps their role and their organization.
- Stay in regular contact throughout the process.
Watch the pitfalls: don't mistake a fan for a champion (liking you is not the same as influence and willingness), don't rely on a single champion, test their influence with specific actions, and make the relationship mutual by adding value to their goals. A strong champion strategy means faster deals, fewer obstacles, and higher win rates.