How to Find a Champion
A practical guide to identifying whether a genuine champion exists inside a sales opportunity.
Why Finding a Champion Is Often Misjudged
Sales teams often believe they have a champion when they don’t.
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Regular meetings, positive engagement or verbal support are frequently mistaken for influence. In reality, a champion is defined by what they are willing and able to do internally, not how supportive they appear in conversation.
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Knowing how to find a champion means being able to distinguish access from influence and intent from action.
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.
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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
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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.
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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
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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.
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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
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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.
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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.
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This is why champion assessment often features in deal coaching, particularly in complex or high-stakes opportunities.
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.