What is a Sales Champion?

A sales champion is an internal advocate within a prospective buyer’s organization who supports your solution and helps drive the deal forward from the inside. This person understands the value your product or service provides and is motivated to see it adopted within their company.

Unlike end-users or decision-makers, a sales champion may not have final purchasing authority. Still, they play a critical role by influencing stakeholders, gathering internal support, and providing insights that help the sales rep navigate the buying process. A champion often helps validate use cases, connect sellers with decision-makers, and push through internal objections.

In B2B sales, where buying committees are common and sales cycles are long, having a sales champion can significantly increase deal velocity and win rates. They are your trusted partner behind the scenes, helping align your solution with internal priorities and accelerating consensus among key stakeholders.

Identifying and enabling a strong sales champion is a key part of a complex sales strategy. The most effective champions benefit directly from your solution and have the credibility, access, and motivation to influence the final decision.

How to Identify a Sales Champion

Identifying a sales champion early in the buying process can make or break a deal. A true champion is more than just a friendly contact. They actively work behind the scenes to support your solution and influence the buying committee.

Here are key signs you’ve found one:

• They consistently show enthusiasm about your product and its potential impact.

• They proactively share internal insights, such as decision-making dynamics or roadblocks.

• They introduce you to other stakeholders or recommend next steps.

• They advocate for your solution when you’re not in the room.

• They ask detailed, forward-thinking questions about implementation and return on investment (ROI).

A strong sales champion is invested in solving a problem your product addresses and sees personal or professional gain if the solution is adopted. Watch for initiative, influence, and intent, as these behaviors indicate they’re championing your deal internally.

Common Sales Role Advocates

Sales champions often serve as internal advocates for your solution, helping shepherd deals through the buying process. They typically fall into a few key roles within an organization:

• Power Users or Department Leads: These champions use or oversee the solution and can speak to how it solves day-to-day challenges. They are often found in roles such as Sales Managers, Operations Leads, or Marketing Directors.

• Influencers or Subject Matter Experts (SMEs): These are respected voices within the organization who may not hold budget authority but are trusted by decision-makers. They often shape internal opinions and validate the need for your solution.

• Decision-makers or economic buyers: In some cases, your champion is also the person who controls the budget. These champions are critical, as they can remove obstacles and fast-track approvals.

• RevOps and IT Stakeholders: In complex sales, especially in B2B SaaS, RevOps professionals and IT leaders often act as technical champions. They evaluate integrations, data security, and the feasibility of implementation.

A strong sales champion can help sales teams understand internal dynamics, overcome objections, and align their value proposition with organizational goals. Nurturing these relationships is essential to winning and expanding deals, especially in long or multi-stakeholder sales cycles.

Sales Champion vs Economic Buyer

The main difference between a sales champion and an economic buyer lies in authority versus influence.

A sales champion is your internal advocate. They believe in your solution, work to build support within their organization, and provide guidance on navigating the buying process. Champions can influence decision-making but may not have the final say on budget or contracts.

An economic buyer, on the other hand, has the authority to approve and fund the purchase. They often evaluate your solution from a financial or strategic standpoint and are focused on return on investment. The economic buyer might not engage in detailed product conversations, but their approval is essential to closing the deal.

In complex B2B sales, you need both. The champion helps you gain momentum and access, while the economic buyer gives the final green light.

How to Equip and Enable Your Sales Champion

Once you’ve identified a sales champion, your job is to empower them with the tools and messaging they need to influence others. Champions are most effective when they feel confident explaining their value proposition and addressing internal questions or objections.

Here’s how to enable them effectively:

• Arm them with tailored content: Share case studies, ROI calculators, and product one-pagers that align with their company’s priorities.

• Clarify key messaging: Help them communicate your value proposition clearly and consistently to other stakeholders.

• Coach them for internal conversations: Offer tips or scripts for framing discussions with finance, procurement, or IT.

• Keep them informed: Share updates, timelines, or competitive differentiators they can use to advocate for your solution.

• Recognize their effort: Acknowledge their role and express appreciation to strengthen the relationship.
  

The better equipped your champion is, the more effectively they can move your deal forward and gain internal consensus. Treat them as an extension of your sales team.

For More Resources

Watch our podcast, “Champions Articulate Your Value,” with Nate Nasralla, founder of Fluint.io. This podcast goes over the importance of having champions who articulate your value in the language of the buyer, as it can make or break a deal.