Primary Roles
AE, AM
Secondary Roles
CSM, Sales Manager
Hire With
Customer empathy, business judgement, communication clarity, ownership
Train For
champion identification, internal story building, evidence packaging, next-step coaching
Certification Definition
A certified rep identifies a credible internal champion and equips them with the language, evidence, and tactical guidance needed to move the deal forward when the seller is not in the room.
Why It Matters
Most deals are won or lost in internal conversations the seller never sees. A well-coached champion extends the rep's reach, carries the case through the organisation, and helps surface resistance before it shows up as a late-stage stall, silent no, or forecast miss.
What Good Looks Like
- The rep tests whether a contact has the motivation, credibility, and access to act as a real champion, not just whether they are friendly.
- The rep aligns the champion on why change matters, why now, and what internal case needs to be made.
- The rep equips the champion with a simple internal story, not just a deck, demo link, or feature list.
- The rep gives the champion proof, examples, and language they can reuse with finance, leadership, or technical stakeholders.
- The rep helps the champion think through likely objections, political risk, and internal process hurdles.
- The rep agrees specific internal actions, checks what happened afterwards, and adapts based on the outcome.
- The rep updates the champion plan as the deal evolves or the contact's influence changes.
Red Flags
- The rep labels any responsive or friendly contact as a champion without testing influence or motivation.
- The rep sends materials but gives no practical coaching on how to use them internally.
- The rep cannot explain the internal story the champion is meant to carry or to whom.
- The rep ignores the champion's limits, risk, or political constraints.
- There is no follow-up on whether the champion actually acted or what pushback they heard.
- The champion plan is vague, undocumented, or disconnected from deal strategy.
Evaluation Scorecard
| Area | Standard |
|---|---|
| Champion qualification | The rep can explain why the chosen contact is credible and useful as a champion. |
| Internal story quality | The rep gives the champion a clear why-change, value, and next-step story to carry internally. |
| Evidence packaging | The rep provides proof, examples, or materials that support internal advocacy. |
| Coaching quality | The rep helps the champion prepare for objections, stakeholders, and internal process. |
| Follow-through | The rep checks what happened and adapts based on real internal feedback. |
| Plan documentation | The champion plan is visible, current, and usable in deal inspection. |
Real-World Scenarios
Likely champion emerges in discovery
Friendly contact may not have enough influence or access
Tests credibility before overinvesting and coaches the contact deliberately.
Supportive but junior contact
Motivation is high but access is limited
Equips the contact with a practical internal story and identifies where more support or executive cover is needed.
Stalled deal
Internal momentum has faded and the seller is outside the room
Works with the champion on specific actions and proof to restart the internal conversation.
Expansion opportunity
Existing sponsor must sell a new use case or budget ask internally
Coaches the sponsor on the new business case rather than assuming existing goodwill is enough.
Assessment Approach
Review 2 live champion plans or one live plan observed over time, including the internal story, evidence package, coaching actions, and resulting stakeholder movement.
Alternatives
- Review 1 live example plus 1 realistic manager-led scenario when live champion development opportunities are limited.
- Use 2 scenarios only for early ramp, then confirm the certification in the next live deal review.
Verification Examples
- Champion plan (why change, value, internal story, next steps)
Related Skills
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