How to identify a champion
A champion is an internal advocate who sells for you when you are not there. They are essential in complex deals because they navigate the politics and push the decision forward. The mistake reps make is confusing a friendly contact with a true champion. Champions must be identified and tested.
Short answer
Identify a champion by looking for someone who has personal stake in solving the problem, influence within the organization, and the willingness to sell for you internally. Test them: a real champion gives you information, introduces you to power, and advocates when you are not in the room. Someone who just likes you is a contact, not a champion.
Step by step
Look for personal stake
A real champion benefits personally from solving the problem: their goals, their reputation, their workload. Stake, not friendliness, drives advocacy.
Assess their influence
A champion needs credibility and access to power. A well-liked but powerless supporter cannot move the deal, however enthusiastic they are.
- Personal stake in solving the problem
- Influence and access to decision-makers
- Willingness to advocate internally
- Gives you information and introductions
Test their willingness to act
Ask them to do something: share information, introduce you to the economic buyer, set up a meeting. A true champion delivers; a mere contact deflects.
Equip them to sell
Give your champion the business case, ROI, and talking points so they can advocate effectively when you are not in the room.
Have a backup
Champions can leave or lose influence. Multithread so the deal is not entirely dependent on one advocate.
How Ardovo helps
Ardovo tracks champion strength on the deal and Rook flags when your supposed champion has not actually advocated (no introductions, no internal movement), so reps test and develop real champions rather than mistaking a friendly contact for one.
Frequently asked questions
What is the difference between a champion and a contact?
A contact is someone who talks to you and may like you. A champion has personal stake in solving the problem, real influence, and actively sells for you internally when you are not there, giving you information and introductions. Friendliness is not championship; advocacy and action are.
How do I test if someone is a real champion?
Ask them to take an action: share internal information, introduce you to the economic buyer, or arrange a meeting. A true champion follows through because they want the deal to happen. Someone who repeatedly deflects these asks is a supporter or a contact, not a champion.
What if I do not have a champion?
Work to develop one by finding the person with the most personal stake in solving the problem and influence to act, then equip them with the business case and test their willingness. Deals without a champion in complex sales are high-risk; building one should be a priority, alongside multithreading.