How to Find a True Champion — Not Just a Friendly Contact

By Neal Goffman, Enterprise Sales Leader & MEDDPICC Instructor

The Harsh Truth: Not Everyone Who Likes You Is a Champion

Every enterprise seller has been there — you meet a friendly stakeholder who loves your solution, gives you access, and praises your deck. It feels promising. But when push comes to shove, they can’t get the deal over the line.

That’s not a Champion. That’s a supporter. And there’s a world of difference between the two.

The Champion, as defined by MEDDPICC, is the most important person in your deal — your internal seller. They have influence, credibility, and a personal stake in your success. Without one, you’re an outsider hoping for luck. With one, you’re a partner steering the decision from the inside.

As we discussed in Why MEDDPICC Is Still the Ultimate Framework for Enterprise Sales in 2025, mastering the Champion element is what separates predictable success from pipeline disappointment.

Why Champions Matter More Than Ever

In today’s enterprise buying environment, the average deal involves 6–10 decision makers (Gartner). That’s six people who can say “no” — and only one who can make sure the others say “yes.”

Champions are the force multipliers who navigate internal politics, justify your solution, and create urgency where there was none. They do the heavy lifting when you can’t be in the room.

No Champion, no deal. It’s that simple.

The Champion Test: How to Tell if You’ve Found One

Here’s how to separate the real from the fake.

1. They Have Power or Access to It

A Champion without influence is just an advocate.
Ask yourself: “Can this person get me to the Economic Buyer?”
If not, you’ve found a fan — not a Champion.

Want to see how that ties to pipeline discipline? Check out Pipeline Whiplash? Fix It with a Weekly Revenue Operating Rhythm. It explores how consistent MEDDPICC reviews expose weak Champion coverage before it’s too late.

2. They Have Personal Motivation

Real Champions have something to gain or lose.
They feel the pain your solution solves — or they’re accountable for fixing it.

In my coaching sessions, I use this litmus test:

“If this project doesn’t move forward, what happens to your goals?”

If they shrug, they’re not a Champion. If they give you a specific consequence — a missed target, a delayed launch, a career risk — you’ve found the emotional fuel that drives influence.

3. They Sell Internally Without Being Asked

You’ll know you’ve found a Champion when they start repeating your story as if it’s their own.
They bring your materials into meetings you’re not invited to. They forward you internal documents. They prepare others for your next presentation.

This is where your enablement matters.
Send your Champion the right ammo — one-pagers, ROI models, competitive differentiators — and they’ll become your most effective salesperson.

(For ideas on how to equip them, see Pricing Conversations That Protect Margin (Without Burning). It discusses messaging consistency under pressure — a must-have skill for Champions.)

How to Build a Champion from Scratch

Finding a Champion isn’t always luck — it’s skill.
Here’s a simple 4-step playbook I use with every new prospect account.

Step 1: Identify the Personal “Why”

Start with empathy. Ask questions that uncover their goals, pressures, and wins.
Example:

“If this initiative succeeds, what changes for you personally?”

You’re not fishing for pain points — you’re discovering emotional drivers.

Step 2: Co-Create the Vision

Champions want ownership, not orders.
Invite them to shape the business case with you. When they feel co-authorship, they’ll defend the idea as their own.

Tools like ROI calculators and joint success plans (check out our Bravix AI Platform for examples) help transform passive interest into active advocacy.

Step 3: Arm Them with Data

Equip your Champion to win internal debates.
That means giving them quantifiable proof — case studies, metrics, and external benchmarks.
According to Forrester, 82% of executive buyers make purchasing decisions based on ROI models that clearly connect to business outcomes.

Translate your solution into the language of finance. If your Champion can speak that language, they’ll win credibility in rooms you can’t enter.

Step 4: Strengthen Their Position

Help your Champion look good.
Offer to co-present with them. Draft summary slides they can use. Provide insights that make them smarter internally.

When your Champion’s career advances because of your project’s success, you don’t just win the deal — you win a long-term ally.

What Champions Need from You

Champions take personal risks. If they’re going to champion your deal, they must trust that you’ll deliver.
Here’s what they expect in return:

  • Transparency: No surprises. Keep them informed at every step.
  • Responsiveness: Answer questions fast — before their colleagues ask.
  • Integrity: Never force them to defend a half-truth.

If you want to go deeper into building trust, our Go-To-Market Insights page covers how credibility compounds across every deal.

The Hidden Trap: Over-Reliance on One Contact

Even a strong Champion can’t save a deal if they leave or lose influence.
That’s why elite sellers multi-thread — building secondary relationships that reinforce the Champion’s position.

If your CRM looks like one contact and 12 activities, you’re not in control.
As Harvard Business Review reminds us, modern sales leaders thrive by orchestrating multiple advocates across the organization — not by betting everything on one hero.

Champion Coaching: From “Friend” to “Force”

When I run MEDDPICC deal reviews, I ask my team one question:

“Who is your Champion, and how are you enabling them this week?”

If the answer is vague, the deal’s not real.
Because Champions aren’t found — they’re built, tested, and empowered.

When you treat them like co-strategists instead of contacts, they’ll repay you with credibility and influence no marketing campaign can buy.

The Bottom Line

A Champion isn’t just a stakeholder. They’re your proxy in the boardroom — your internal operator who turns momentum into money.

No Champion, no close.
But when you find the right one — nurture them, arm them, and elevate them — you’ll discover that your best salespeople often don’t work for your company.

Internal Reading:

External References:

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