Champion

The person inside the buying committee who wants you to win and argues your case in the internal meetings you never attend. Because buyers spend ~83% of their journey away from all vendors, the champion carries most of your selling — well or badly, depending on what you armed them with. Identifying and equipping the champion at each named account is a core discipline of this course.

Source: Enterprise sales methodology; the role is central to MEDDIC (Dick Dunkel & Jack Napoli, PTC, 1990s). The champion is the insider who sells for you in the meetings you never attend.

First used in: 1.1 · How enterprise buyers buy