A champion is a person inside the buying organization with power and influence who sells for you internally because your success serves their own goals. In MEDDPICC it is the first C. MEDDICC.com gives three tests: the person has power and influence, acts as an internal seller, and has a vested interest in the outcome.
- Power and influence
- Acts as an internal seller
- A vested interest in the outcome
- Power and influence
- Acts as an internal seller
- A vested interest in the outcome
Champion or friendly contact?
A champion does things for your deal that cost them effort, while a friendly contact only talks to you. Most reps have a friendly contact; fewer have a champion. Our MEDDPICC page sets the test as an action that costs them effort or political capital: arrange the Economic Buyer meeting, co-author the business case, chase the security review. A contact who gives information but will not act is what MEDDICC.com calls a coach: useful, but not someone to forecast on.
In a deal review the manager asks one question about the named champion: what have they done for this deal in the last two weeks? Reps answer it in one of two ways.
- Contact: "She loves it. She's been on every demo and she says the team is excited."
- Champion: "She booked the CFO for Tuesday, sent me last year's budget template and told me who blocked the previous vendor."
The first answer is about feelings, and the next call has to carry a specific ask. The second is a list of things the person did that cost them something. Strong teams also find a second champion, so the deal survives one person going quiet. The sales methodology guide shows where the champion sits among the other qualification checks.
Example
This example is illustrative. Jordan, a rep, names Morgan, the head of sales enablement, as champion on an $80,000 deal. In the review, the manager asks what Morgan has done. Morgan has shared the org chart and joined every demo, and has not introduced anyone senior. On the next call Jordan asks: "Would you bring your CRO to a 30-minute session on the business case next week?" Morgan hesitates, then says the CRO "is not ready yet." Jordan marks Champion as unproven, keeps the deal at best case and starts building a relationship with the RevOps lead, who owns the problem.
Related terms
FAQ
What is the difference between a champion and a coach in sales?
A coach gives you inside information and advice but lacks the power or the motive to sell for you. A champion has influence and a personal stake in your win and acts on it. Many champions start as coaches, so reps keep testing them.
How do you test a sales champion?
Ask them to do something that costs effort or political capital, such as setting up the economic buyer meeting or co-writing the business case. A champion does it. A contact who explains why it is hard is not a champion yet.
Can a deal have more than one champion?
A deal can have more than one champion, and large deals usually need more than one. A second champion in another team protects the deal if the first person changes role, loses influence or goes quiet, and gives the rep a second view of the decision process.