[GTM glossary](/glossary.md) Champion letter Sales # Champion letter In short A champion letter is a short written message, drafted by the seller with the champion, that the champion can send inside their company to support a purchase. It states the problem, the proposed solution, the expected value, and the decision needed. The aim is to make it easy for your champion to sell internally when you are not in the room. It is written in the champion's voice and tuned to the reader, such as a CFO or a department head. ## What a champion letter contains * **The problem:** What is not working today, in the buyer's terms. * **The proposed solution:** A brief description, with no product jargon. * **Expected value:** Outcomes the champion believes in, linked to goals their leaders care about. * **Cost and timing:** Price range, timeline, and what happens if nothing changes. * **The ask:** A clear request, such as approving budget or joining a meeting. --- ## How to create one ### 1. Ask first Ask the champion who must approve, what they care about, and what objections to expect. ### 2. Draft it with them Write a first version, then let the champion rewrite it in their own tone. A letter that sounds like a vendor will not be sent. ### 3. Tailor by reader A finance reader wants cost and payback. A technical reader wants integration and security. Make short variants. ### 4. Keep it short A few short paragraphs. Executives read quickly and forward only what is clear. --- ## An example structure ### Outline Say the champion's team spends hours each week on manual research. The letter states that problem, names the proposed fix, gives an example estimate clearly marked as an estimate, and asks the executive for a short approval meeting. All figures here are illustrative. --- ## Champion letter vs related assets * **Business case:** Longer and more detailed, often with financial modeling. * **Mutual action plan:** A shared timeline, not a persuasion document. * **Executive summary:** Usually written by the vendor, in the vendor's voice. --- ## Common mistakes * **Vendor voice:** Marketing language that the champion would never use. * **Too long:** A multi-page document that never gets read. * **Weak ask:** No clear decision requested. * **Unprepared champion:** Sending the letter without checking the champion is willing and able. --- ## Champion letter FAQs **What is a champion letter?** A champion letter is a short message drafted with your internal champion that they can send to their executives or colleagues. It explains the problem, solution, value, and decision needed, so they can sell the purchase internally. **Who writes a champion letter?** It is usually drafted by the seller with input from the champion, then revised so it sounds like the champion. The champion sends it, because internal colleagues trust their colleague more than a vendor. **What is the difference between a champion letter and a business case?** A champion letter is a brief persuasive message in the champion's voice. A business case is a longer document with detailed costs, benefits, and financial analysis. Many deals use the letter first and the business case for finance. **When should you use a champion letter?** Use it when a champion needs to win support from people you cannot meet, such as executives or finance, typically before budget approval. It works best after the champion has confirmed the problem and the value. Share term --- ## More related phrases * [Letter of intent](/glossary/letter-of-intent.md) * [Mutual action plan](/glossary/mutual-action-plan.md) * [Mutual close plan](/glossary/mutual-close-plan.md) ## Similar phrases * [Product champion](/glossary/product-champion.md) A product champion is a user or stakeholder at a customer who actively promotes your product internally, drives adoption, and helps secure renewals. * [Business case](/glossary/business-case.md) A business case is a document that shows a buyer why a purchase is worth it, comparing costs with expected benefits, risks, and the cost of doing nothing. * [Champion tracking](/glossary/champion-tracking.md) Champion tracking monitors the job changes of past buyers, users, and advocates so sales teams can reach them at new companies, where they already trust your product. * [Champion](/glossary/champion.md) A champion is a person inside a buyer's company who supports your solution, sells it internally, and helps you move the deal forward. * [Demo script](/glossary/demo-script.md) A demo script is a planned outline for a product demo that ties each feature shown to the buyer's stated problems, so the demo tells a clear story.