The internal person at the prospect company who believes in your solution and will advocate for you to decision-makers.
A champion is your inside ally at the prospect account. They understand your solution, believe it solves their problem, and will push for you internally when you're not in the room.
Large deals rarely close on a single conversation. After you leave the call, your prospect talks to others—their manager, finance, IT, other stakeholders. If you don't have someone in that room saying "this is the right move," you lose. A champion does that for you.
You'll know you have a champion when they volunteer information about internal obstacles ("our CFO is going to want proof of ROI"), make introductions to other stakeholders without you asking, or follow up with you before the next scheduled meeting to move things forward. They ask good questions in calls because they want you to win.
Sales reps treat the person who answered the phone as the champion, even if that person is a coordinator or a junior person with no influence. Or they have a champion but don't maintain the relationship—they focus on the decision-maker and ghost the champion. A champion needs regular updates, appreciation for their help, and something to show their internal stakeholders that proves this is worth their time.
Part of our guide to MEDDPICC.
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