What Is Champion?
A champion is a contact inside a target account who is genuinely invested in your product succeeding there and will advocate for it internally, in budget meetings, in Slack threads, in hallway conversations, when nobody from your side is in the room to make the case directly.
Pay per booked meeting. No retainer.
A champion is a contact inside a target account who is genuinely invested in your product succeeding there and will advocate for it internally, in budget meetings, in Slack threads, in hallway conversations, when nobody from your side is in the room to make the case directly.
Champion explained
A champion is not the same as an enthusiastic contact. Plenty of people will take a demo and say kind things on the call. A real champion does something more specific: they carry the case forward on their own time, inside their own organization, without being asked to on every occasion.
Champion is one of the two people-based checkpoints inside the MEDDIC and MEDDPICC qualification frameworks, deliberately separated from the economic buyer, the person who actually controls budget, because the two roles are rarely held by the same person. A demo can go extremely well with a champion and still die quietly if that champion never gets a real audience with whoever signs off on spend.
For anyone buying appointment-setting demos, a booked meeting with a single enthusiastic contact and no visibility into whether that person can actually champion the deal internally is a fragile pipeline entry. It is worth a real conversation, but it is not the same as a qualified opportunity until there is some signal the champion has, or can get, access to budget authority.
Why it matters when you're buying
Ask whether your booked demo contact has any track record of championing purchases internally, not just enthusiasm on the call. A champion with no path to the economic buyer is a warm conversation, not yet a real deal.
Frequently Asked Questions
What is the difference between a champion and an economic buyer?
Is every enthusiastic demo attendee a champion?
Put the playbook to work
VA Horizon books qualified B2B Lead Gen appointments and builds the systems behind Champion and the rest of your pipeline.
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