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In B2B sales, having a champion inside the buyer’s organisation is invaluable. But identifying that person is just the start—your job is to empower them to navigate the internal buying process. As Hannah Ajikawo, CEO & Founder of Revenue Funnel, puts it:
"It’s really key to help champions to establish the role that they’re going to play, and you co-create and support them in the role that they need to do."
Why champions matter
Buyers spend most of their time researching solutions without sales reps present. According to Gartner, sellers typically get about 17% of a buyer’s time during the purchasing process. When multiple vendors are involved, that time can drop to just 5%.
"We get a really small proportion of time with them... Essentially that 17 percent translates down into about 5 percent because they're looking at four or five vendors."
Given this limited window, your champion becomes your internal advocate—sharing your solution with decision-makers when you’re not in the room.
Helping champions succeed
Your champion’s success is your success. Here’s how to guide them effectively:
âś… Educate them on the process:
"We want to help to educate the champion... to say, this is what is coming up. These are the kinds of things that you need to be considering."
Walk them through the buying journey and highlight what stakeholders typically care about.
âś… Map out key players together:
"These are the types of people that would typically step in to help validate... to help direct it. It’s not something that you’re going to have to do on your own."
Reassure them they won’t be alone—and that you’ll support them every step of the way.
âś… Test your assumptions:
"We do want to test a little bit of those assumptions with the champion to say, this is what usually happens. How have you seen that unfold in your organisation?"
They may reveal unique internal dynamics or past experiences that can refine your approach.
Final thoughts
Your champion isn’t just a point of contact—they’re your internal salesperson. Helping them understand their role and supporting them throughout the process can be the difference between winning and losing a deal.
"It’s really key to help champions to establish the role that they’re going to play."
Empower them, and you’ll both win.
![How to Get Started with Buyer Enablement [With Examples]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)
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