How to Find a Champion
A practical guide to identifying whether a genuine champion exists inside a sales opportunity.
One of the most common mistakes in complex B2B selling is believing you have a champion when you do not.
The contact who responds quickly, attends every meeting and speaks positively about the solution feels like a champion. In reality, they may be a coach, someone willing to share information and provide guidance, but without the influence or the willingness to advocate internally when it matters. Confusing the two is one of the most reliable ways to arrive at a lost deal that felt like a sure thing.
Finding a genuine champion requires a different question. Not who supports you, but who is willing to use their credibility to advance your position when you are not in the room.
What a Champion Actually Is
A champion is someone inside the buying organisation who is prepared to use their credibility and influence to support your position when you are not present.
In practice, this usually means all of the following are true:
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They are close to the decision being made
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They have a personal stake in the outcome
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They are credible with other stakeholders
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They are willing to advocate internally
If one or more of these elements is missing, what you have may still be useful, but it is not a true champion.
Signs That a Real Champion Exists
A genuine champion leaves evidence through their behaviour rather than their enthusiasm.
Typical signals include:
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Proactively sharing internal dynamics, risks or tensions
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Helping you understand who really influences the decision
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Preparing you for objections before they surface
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Introducing you to other stakeholders with context
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Challenging your thinking rather than simply agreeing
These behaviours are more reliable than verbal support or rapport alone.
Common False Positives to Watch For
Sales teams often overestimate champion strength, particularly in complex opportunities.
Common false signals include:
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A contact who likes the solution but lacks influence
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Someone who attends meetings but avoids internal advocacy
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Stakeholders who express support but will not challenge peers
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Decisions being deferred repeatedly without clarity
These situations can feel positive, but they rarely move deals forward.
Why Champion Assessment Matter in Live Deals
Understanding whether a genuine champion exists has a direct impact on how much control you have in an opportunity.
When a real champion is present, internal alignment becomes easier to assess and risks tend to surface earlier. When one is not, progress often depends on seller effort rather than buyer commitment, increasing the likelihood of late-stage surprises.
This is why champion assessment often features in deal coaching, particularly in complex or high-stakes opportunities.
Champion strategy is most effective when it is part of a structured coaching approach. Read about our approach to understand how we build that.
Do You Actually Have a Champion in This Deal?
Are you sure you have a champion in your current deal? The Champion Test scores your contact across influence, access and advocacy behaviour to tell you whether you have a genuine champion, a coach or simply a friendly contact.
Frequently Asked Questions
What is a sales champion?
A champion is someone inside the buying organisation who is prepared to use their credibility and influence to support your position when you are not in the room. They advocate internally, help shape the decision and take on personal risk on your behalf. They are defined by what they do internally, not how supportive they appear in conversation.
How do you identify whether someone is a genuine champion?
Look for evidence in their behaviour, not their enthusiasm. A genuine champion proactively shares internal dynamics and risks, introduces you to other stakeholders with context, helps you prepare for objections before they surface, and is willing to challenge peers on your behalf.
What is the difference between a champion and a coach in sales?
A coach is helpful and accessible but does not have the influence or willingness to advocate internally when it matters. A champion goes further, using their credibility and political capital to actively support your position when you are not present.
Why is finding a champion so important in complex sales?
In complex buying environments, decisions are shaped by internal conversations, politics and relationships that sellers cannot directly influence. Without someone inside the organisation actively advocating for your position, you are dependent on external persuasion alone.
What are the signs you do not have a champion?
Decisions keep getting deferred without a clear reason. You struggle to get introductions to other decision-makers. Objections surface late that should have been visible earlier. Progress depends entirely on your external effort rather than any internal momentum.
Explore With Us
If you want to explore how your team assesses and validates champions in live opportunities, you can start a conversation via Contact.