Glossary -
Sales Champion

What is a Sales Champion?

A Sales Champion is an influential individual within a customer's organization who passionately supports and promotes your solution, helping to navigate the decision-making process and ultimately pushing for your product or service to be chosen.

Introduction to Sales Champions

In the complex landscape of B2B sales, securing a deal often involves navigating through multiple decision-makers and organizational layers. A Sales Champion can be a crucial ally in this process. A Sales Champion is an influential individual within a customer's organization who passionately supports and promotes your solution. They help navigate the decision-making process and advocate for your product or service to be chosen. This article explores the concept of a Sales Champion, their importance, key characteristics, and best practices for identifying and leveraging them to drive sales success.

Understanding Sales Champions

What is a Sales Champion?

A Sales Champion is a key advocate within a target customer's organization who supports your product or service and helps facilitate the sales process. Unlike a traditional sales prospect, a Sales Champion actively works from within the organization to promote your solution, influence other stakeholders, and overcome objections. They possess a deep understanding of their organization's needs and have the authority or influence to sway purchasing decisions in your favor.

Importance of Sales Champions

  1. Influence and Advocacy: Sales Champions have the credibility and influence to advocate for your solution within their organization, making them invaluable allies in the sales process.
  2. Insight and Access: They provide valuable insights into the organization's decision-making process, key stakeholders, and potential obstacles, enabling you to tailor your approach effectively.
  3. Expedited Sales Cycles: By facilitating internal discussions and addressing concerns, Sales Champions can help accelerate the sales cycle and increase the likelihood of a successful deal.
  4. Trust and Credibility: Having an internal advocate builds trust and credibility for your solution, as recommendations from within the organization carry more weight.
  5. Overcoming Objections: Sales Champions can help address and overcome objections from other stakeholders, providing a more favorable environment for your sales efforts.

Key Characteristics of Sales Champions

Influence and Credibility

Sales Champions are influential individuals with credibility within their organization. They may hold senior positions or have a strong track record of success. Their opinions are respected, and they have the ability to sway decision-makers.

Passion and Commitment

A true Sales Champion is passionate about your solution and committed to promoting it within their organization. They believe in the value of your product or service and are willing to invest time and effort to advocate for it.

Deep Understanding of Needs

Sales Champions possess a deep understanding of their organization's needs, challenges, and priorities. They can articulate how your solution addresses these needs and aligns with the organization's goals.

Strong Communication Skills

Effective Sales Champions are strong communicators who can clearly convey the benefits of your solution to various stakeholders. They can present compelling arguments, address concerns, and build consensus.

Access to Key Decision-Makers

Sales Champions have access to key decision-makers and influencers within their organization. They can facilitate introductions, meetings, and discussions, helping you connect with the right people.

Identifying Sales Champions

Step-by-Step Guide

  1. Research and Targeting: Begin by researching your target customer's organization to identify potential Sales Champions. Look for individuals who have influence, credibility, and a track record of driving change.
  2. Engage and Build Relationships: Reach out to potential Sales Champions and build relationships with them. Engage in meaningful conversations to understand their needs, challenges, and priorities.
  3. Demonstrate Value: Clearly demonstrate the value of your solution and how it addresses the specific needs of the organization. Use data, case studies, and testimonials to support your claims.
  4. Listen and Understand: Listen actively to the potential Sales Champion's feedback and concerns. Show empathy and understanding, and tailor your approach to address their specific needs.
  5. Provide Support and Resources: Equip your Sales Champion with the necessary support and resources to advocate for your solution effectively. Provide them with compelling materials, data, and talking points.
  6. Maintain Engagement: Keep the lines of communication open and maintain regular engagement with your Sales Champion. Keep them informed about updates, successes, and any new developments related to your solution.

Tools and Technologies

Several tools and technologies can facilitate the identification and engagement of Sales Champions:

  1. Customer Relationship Management (CRM) Systems: CRM systems help track interactions and relationships with potential Sales Champions, providing valuable insights into their needs and preferences.
  2. Social Media and Networking Platforms: Platforms like LinkedIn can be used to research and connect with potential Sales Champions, building relationships and engaging with their content.
  3. Sales Enablement Tools: Sales enablement tools provide resources and materials that Sales Champions can use to advocate for your solution within their organization.
  4. Data Analytics Tools: Analytics tools provide insights into the behavior and engagement of potential Sales Champions, helping you tailor your approach and track progress.

Best Practices for Leveraging Sales Champions

Build Trust and Credibility

Building trust and credibility with your Sales Champion is crucial for a successful partnership. Be transparent, reliable, and consistent in your interactions. Deliver on your promises and demonstrate your commitment to their success.

Provide Value and Support

Continuously provide value and support to your Sales Champion. Equip them with the necessary tools, resources, and information to advocate for your solution effectively. Offer training, webinars, and personalized support to enhance their understanding and confidence.

Foster Collaboration

Encourage collaboration between your Sales Champion and other stakeholders within their organization. Facilitate meetings, discussions, and workshops to build consensus and address any concerns. Leverage your Sales Champion's influence to drive internal alignment.

Recognize and Appreciate

Recognize and appreciate the efforts of your Sales Champion. Acknowledge their contributions and show gratitude for their support. Small gestures of appreciation can go a long way in strengthening the relationship.

Maintain Regular Communication

Maintain regular communication with your Sales Champion to keep them informed and engaged. Provide updates on the progress of the sales process, share success stories, and seek their feedback. Regular communication helps build a strong and lasting partnership.

Benefits of Sales Champions

Accelerated Sales Cycles

Sales Champions can help expedite the sales cycle by facilitating internal discussions, addressing objections, and driving the decision-making process. Their influence and advocacy can significantly reduce the time it takes to close a deal.

Higher Win Rates

Having a Sales Champion increases the likelihood of a successful deal. Their endorsement and support add credibility to your solution, making it more attractive to other stakeholders and decision-makers.

Deeper Customer Insights

Sales Champions provide valuable insights into the needs, challenges, and priorities of their organization. This information can help you tailor your approach, refine your value proposition, and better address the customer's requirements.

Stronger Customer Relationships

Building a partnership with a Sales Champion helps establish a strong and lasting relationship with the customer. Their continued support and advocacy can lead to increased customer loyalty and long-term business opportunities.

Competitive Advantage

Leveraging Sales Champions gives you a competitive advantage by creating internal advocates who actively promote your solution. Their influence can help you stand out from competitors and secure the deal.

Challenges in Leveraging Sales Champions

Identifying the Right Champion

Identifying the right Sales Champion within a target organization can be challenging. It requires thorough research, understanding of the organization's dynamics, and the ability to recognize individuals with the necessary influence and credibility.

Building and Maintaining Engagement

Building and maintaining engagement with a Sales Champion requires consistent effort and communication. It can be challenging to keep the Sales Champion motivated and engaged, especially if the sales process is lengthy or complex.

Balancing Support and Independence

While providing support and resources to your Sales Champion is important, it's equally important to allow them the independence to advocate for your solution in their own way. Finding the right balance can be challenging.

Addressing Internal Resistance

Even with a Sales Champion's support, there may be resistance from other stakeholders within the organization. Navigating and addressing this resistance requires strategic planning and effective communication.


A Sales Champion is a powerful ally in the B2B sales process, providing influence, advocacy, and valuable insights that can significantly enhance your chances of securing a deal. By understanding the key characteristics of Sales Champions and implementing best practices for identifying and leveraging them, businesses can unlock new opportunities, accelerate sales cycles, and achieve their business goals. Despite the challenges, the benefits of Sales Champions far outweigh the difficulties, offering a significant competitive advantage in today's complex sales landscape.

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