[GTM glossary](/glossary.md) Champion Sales # Champion Also known as: internal champion, customer champion In short A champion is a person inside a prospect's organization who believes in your solution, has influence, and actively advocates for it internally. They help you navigate the buying process when you cannot be in every conversation. A champion is different from a friendly contact. A contact answers your emails. A champion has a personal stake in the outcome, access to decision makers, and the credibility to persuade them. ## Traits of a real champion * **Influence:** Colleagues and leaders listen to them. * **Access:** They can reach the economic buyer and other stakeholders. * **Motivation:** Your solution helps them reach a goal that matters to them. * **Willingness to act:** They share information, set up meetings, and handle objections. --- ## How to find and build one ### Look for pain and ambition People with a clear problem and a reason to fix it, such as a missed target or a new mandate, are the best candidates. ### Test them Ask for something small: an intro to the budget owner, an internal call, or access to data. Follow-through shows whether they are a champion or just a fan. ### Equip them Give them a short business case, a one-page summary, and answers to likely objections, so they can sell without you in the room. --- ## Example Say a head of marketing operations loves your demo. She introduces you to finance, explains the approval process, and warns you that legal will ask about data handling. That is champion behavior. If she only says "looks great" and goes quiet, she is a supporter at best. --- ## Risks and mistakes * **Single-threading:** Relying on one champion is risky. If they leave, the deal can stall. Build relationships with more than one person. * **Mistaking enthusiasm for power:** A keen junior user may lack influence. * **Not keeping them informed:** Share progress so they look good internally. --- ## Champion FAQs **What is a champion in sales?** A champion is a person at the buyer's company who supports your solution, has influence, and promotes it internally. They help you reach decision makers, understand the process, and handle objections when you are not present. **How do you identify a champion in a B2B deal?** Look for someone with a clear problem, internal credibility, and access to decision makers who takes action for you. Ask for a small favor, such as an introduction. If they follow through, they are acting as a champion. **What is the difference between a champion and an economic buyer?** A champion advocates for your solution but may not control the budget. The economic buyer has final authority over spending. Strong deals usually need both, with the champion helping you reach the economic buyer. **What happens if your champion leaves the company?** The deal can stall or be lost if no one else supports it. Reduce this risk by building relationships with several stakeholders early, and by tracking job changes so you can win back the former champion at their new company. Share term --- ## More related phrases * [Influencer (buying committee)](/glossary/influencer.md) * [Trusted advisor](/glossary/trusted-advisor.md) * [Buyer](/glossary/buyer.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. * [Decision maker](/glossary/decision-maker.md) A decision maker is the person with the authority and budget to approve a purchase, and the key contact to reach and convince in a B2B deal. * [Economic buyer](/glossary/economic-buyer.md) An economic buyer is the person with final authority over budget for a purchase, who can approve spending and overrule other stakeholders on a deal. * [Buying committee](/glossary/buying-committee.md) A buying committee is the group of stakeholders at a company who evaluate and approve a purchase together, typically including a champion, users, technical reviewers, finance, and an executive sponsor. * [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.