Building Enterprise Champions
Your best salespeople aren't on your payroll—they're inside your prospect's organization.
I've closed $50M+ in enterprise deals. In every single one, a champion sold the solution internally when I wasn't in the room. That's not luck—that's a system.
Related: Champions are a key component of the HUNT Framework and MEDDIC qualification. Learn how to identify and enable them.
What Makes a Great Champion
Not every friendly face is a champion. True champions have three things:
1. Authority or influence over the decision
They're not just "interested"—they can actually move the deal forward. This could be:
- Budget authority (they control the spend)
- Technical authority (their recommendation matters)
- Political authority (people listen to them)
2. Personal motivation to see the deal succeed
Their reputation is on the line. If the deal fails, they look bad. If it succeeds, they're the hero. This alignment is critical.
3. Internal credibility and political capital
They have the respect of their peers. When they recommend something, people listen. They've earned the right to spend political capital.
The red flags (these are NOT champions):
- "I love your product, but I can't make decisions"
- "Let me check with my boss"
- "I'll see what I can do"
- "I'm not sure if we have budget"
These people are friendly, but they're not champions. Don't waste time on them.
How to Identify Champions Early
The signals:
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They ask detailed technical questions - They're thinking about implementation, not just evaluation.
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They introduce you to other stakeholders - They're building internal consensus, not just gathering info.
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They share internal documents - Org charts, budget info, competitive intel. They're treating you like a partner.
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They fight for you in meetings - They push back on objections. They defend your solution. They're invested.
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They give you competitive intel - They tell you what other vendors are saying. They want you to win.
The champion scorecard:
- Introduces you to decision makers: +2 points
- Shares internal budget/timeline info: +2 points
- Fights for your solution in meetings: +3 points
- Provides competitive intelligence: +2 points
- Asks implementation questions: +1 point
Score 6+ points? You have a champion. Nurture them like your best customer.
How to Enable Your Champions
Give them the ammunition they need to sell internally. Most champions want to help, but they don't know how.
1. Executive summaries they can forward
One-page PDFs they can email to their boss. Include:
- The problem you're solving
- Why it's urgent now
- The ROI
- Next steps
Make it easy for them to forward. Don't make them write it.
2. ROI calculators they can share
Spreadsheets they can customize with their numbers. Show:
- Cost savings
- Time savings
- Revenue impact
- Payback period
At Hortonworks, our ROI calculator showed customers they'd save $2M+ annually. Champions shared it in budget meetings. We closed deals faster.
3. Case studies from similar companies
Not just "here's a case study"—specifically "here's how Company X (similar to yours) solved this problem."
The more similar, the better. Same industry. Same size. Same use case.
4. Internal presentation decks
PowerPoint decks they can present to their team. Pre-written. Branded. Ready to go.
5. Competitive battle cards
Help them defend you against competitors. What are the common objections? What are your differentiators? Give them talking points.
The Champion Nurture Process
Champions don't appear overnight. You build them over 6-18 months.
Month 1-3: Build the relationship
- Regular check-ins (not sales calls)
- Share valuable content
- Help them with problems (even if unrelated to your product)
- Introduce them to your network
Month 4-6: Identify the opportunity
- They mention a problem you solve
- You position your solution
- They get interested
- You qualify the deal
Month 7-12: Enable the champion
- Provide all the materials above
- Coach them on internal selling
- Help them navigate politics
- Support them in meetings
Month 13-18: Close the deal
- Champion builds internal consensus
- You handle final negotiations
- Champion gets credit for the win
- You start the expansion motion
The Payoff
When you have a true champion:
- Faster sales cycles - They navigate internal politics for you
- Higher close rates - They fight objections when you're not there
- Larger deal sizes - They advocate for the full solution
- Easier expansions - They become your advocate post-sale
At Cockroach Labs, our champions closed deals 40% faster than deals without champions. Our close rate was 2x higher.
That's the power of building champions.
Your best salesperson isn't on your payroll. They're inside your prospect's organization. Find them. Enable them. Let them sell for you.