[GTM glossary](/glossary.md) Product champion

Sales

# Product champion

In short

A product champion is a person at a customer or prospect who advocates for your product inside their own company. They use it well, explain its value to peers, and push for wider adoption.

The term overlaps with champion in sales. A product champion is usually tied to product usage and adoption, often after or during a pilot, while a sales champion focuses on getting the deal approved.

## How a product champion differs from a champion

A champion helps win the deal by selling internally to budget holders. A product champion helps the product succeed in daily use: training colleagues, collecting feedback, and showing results. One person can play both roles, but they need different support.

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## What a product champion does

* **Drives adoption:** Trains teammates and answers basic questions.
* **Shares results:** Reports wins to managers and executives.
* **Gives feedback:** Relays requests and issues to your team.
* **Supports renewal:** Helps make the case for keeping and expanding the product.

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## How to find and build them

### Look for engaged users

Frequent users, people who ask good questions, and those with a clear problem to solve are strong candidates.

### Make them successful

Give them training, early wins, and a clear view of how their results link to company goals.

### Recognize them

Offer early feature access, a feedback channel, or a speaking slot. Do it within their company's rules on gifts.

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## Risks to manage

* **Single point of failure:** If your champion leaves, adoption can collapse. Build relationships with more than one user.
* **Overload:** Do not leave all training on one person.
* **Misread enthusiasm:** Friendly users are not always influential. Check their standing in the organization.

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## Product champion FAQs

**What is a product champion?**

A product champion is someone at a customer or prospect who advocates for your product inside their company. They use it well, teach colleagues, share results with leadership, and support wider adoption and renewal.

**What is the difference between a product champion and a sales champion?**

A sales champion helps win the deal by selling internally to decision makers. A product champion focuses on adoption and value after or during use. One person can do both, but their goals and support needs differ.

**How do you identify a product champion?**

Look for engaged users who log in often, ask thoughtful questions, share the tool with peers, and have a clear business problem it solves. Confirm they have enough influence to affect decisions in their team.

**Why are product champions important for renewals?**

Product champions keep the product visible and valued inside the customer company. When renewal comes, they can show results and defend the budget. Without one, usage can fade and the renewal can be questioned.

Share term

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## More related phrases

* [Stakeholder mapping](/glossary/stakeholder-mapping.md)
* [Executive sponsor](/glossary/executive-sponsor.md)
* [Buyer enablement](/glossary/buyer-enablement.md)

## Similar phrases

* [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.
* [Pilot program](/glossary/pilot-program.md)  
A pilot program is a small, time-limited deployment of a product with one team so a buyer can test results before signing a full contract.
* [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.
* [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.
* [Champion letter](/glossary/champion-letter.md)  
A champion letter is a short document or email that gives an internal champion the words to explain a purchase to executives, finance, and other stakeholders in their own company.