The champion in an enterprise deal is the person who wants your product, believes in its value for their organization, and is willing to advocate for it internally. Without a strong champion, enterprise deals stall regardless of product quality or price competitiveness. With a strong champion, deals close despite obstacles.

Champion development isn't just good relationship management. It's a specific set of activities that makes a champion more effective at advocating for your solution internally.

What makes a champion effective:

Access and influence. The champion needs to have access to the decision-makers and enough organizational credibility to influence them. A champion who is enthusiastic but junior is less valuable than a champion who is moderately enthusiastic but senior.

A complete understanding of your value proposition. Your champion will sell to their colleagues using the arguments they've internalized from you. The more completely they understand your product's value — and can articulate it in their organization's language — the more effective their internal advocacy.

A personal stake in the outcome. The strongest champions have made your product solution part of their professional agenda. They've identified the business outcome they'll be credited with if this succeeds. They're not just buying a tool; they're building a track record.

A clear internal selling strategy. The champion needs to know who needs to approve the deal, what each approver cares about, and how to sequence the internal conversations. Your job is to help them develop this strategy.

The champion development activities that matter:

Joint business case development. Build the ROI case together, not for them. When they've built it with you, they own it.

Coaching on objection handling. Role-play the internal conversations they'll have. Help them prepare answers to the finance team's questions.

Executive briefings and introductions. Use your network to give your champion peer-level perspectives from executives at similar companies.

Reference access. Connect them directly with a customer at a peer company who can share their experience candidly.

The champion who knows how to sell your solution internally is worth 10 sales calls.