Champion enablement: a durable artifact the advocate can share

Don't assume the champion will translate the value.

What happens after you leave the room

We talk about “champions” as if they're salespeople working inside the customer's organization. This is why I believe one of the most important things a salesperson can do is make the champion's internal selling job easier. Because your champion shouldn't have to become your substitute salesperson. The champion sees the day-to-day problem, is looking for a solution, has identified your organization as one of the best options, and has to sell other stakeholders on your solution being the best for the organization.

A durable artifact, not another video project

Strong champions in complex deals can listen to repeated presentations and start to say the same talking points. But what about champions who've only seen your presentation once? How can you expect them to articulate how your solution helps their organization? Are they willing to bet their job on it? Are you willing to bet your sales quota, commission, or job on it? CEOs, are you willing to bet hitting your revenue goals on it?