What is a Champion?

A champion is a person within a prospect’s organization who actively advocates for your solution. They are the individual most affected by the problem you are solving, or they stand to gain the most from the successful implementation of your product.

Founders often mistake a friendly contact for a champion. A friendly contact likes your product. A champion is willing to spend their own political capital to get your deal done. They act as an internal seller when you are not in the room.

This distinction is vital for startups. You cannot be present for every internal conversation a prospect holds. The champion fills that void. They provide context to their colleagues, handle objections, and push the procurement process forward.

Selling to businesses is rarely a linear process. There are committees, budget reviews, and competing priorities. A champion helps you navigate this maze. Their primary function is to translate the value of your startup’s offering into language that resonates with their specific organization.

They perform several specific actions:

• They provide access to the Economic Buyer, the person who actually signs the check.
• They share information about the internal decision making process.
• They alert you to potential roadblocks or competitors.
• They help you tailor your proposal to fit internal budget cycles.

Without a champion, you are guessing at what is happening behind closed doors. With one, you have a guide.

It is common to confuse a champion with a coach. These terms are often used in sales methodologies like MEDDIC, but they represent different levels of influence.

A coach is someone who wants you to win. They might like you personally or dislike the current vendor. They can provide information, org charts, and gossip. They are helpful sources of data.

However, a coach does not have the power or the willingness to fight for you. A champion does.

Consider the following differences:

• Influence: A coach observes the game; a champion plays in it.
• Risk: A coach takes no risk; a champion puts their reputation on the line.
• Action: A coach gives advice; a champion takes action to move the deal forward.

If your contact is giving you information but refuses to set up a meeting with the decision maker, you likely have a coach, not a champion.

How do you know if you have found a champion? It usually comes down to testing their commitment.

You can validate a champion by asking for small commitments throughout the sales cycle. If they follow through, their status is confirmed. If they demur or make excuses, they may lack the necessary authority.

Look for these indicators:

• They have a track record of getting projects approved.
• They are respected by the ultimate decision maker.
• They are transparent about the internal hurdles you face.

Even with a definition in hand, variables remain. Every organization has a different political structure. A champion in a flat organization looks different than one in a rigid hierarchy.

Founders should ask themselves difficult questions during the sales process.

Is your champion actually influential, or are they just loud? Do they have a personal agenda that might conflict with the company’s goals later? Can a champion be created through education, or must they be found organically?

Understanding these nuances prevents false confidence in your sales pipeline. It ensures you are building on a foundation of reality rather than hope.