A champion refers to an internal advocate at the prospect company who deeply understands the value of the seller's proposed solution and will actively influence and sell the purchasing decision internally. Identifying and cultivating champions accelerates sales cycle momentum and executive access.

Champions provide vitally important validation, budget support, and handling of technical concerns during evaluation. They apply internal pressure on decision makers to select the seller's solution. Champions can communicate needs awareness across user groups. They fight inertia and skepticism.

Sales reps should nurture relationships with emergent champions through regular value reinforcement, insight sharing, relationship building, and coordinating buying committee messaging. Champion cultivation remains an invaluable sales tactic for mobilizing purchase urgency within complex organizations.

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