Sales glossary
What is a champion in sales?
A sales champion is a person inside the buying organisation who has influence, wants your solution to win and actively sells it internally when you are not in the room.
Why it matters
Most buying decisions happen in meetings the rep never attends. A champion is the person who represents your case there: they explain why the problem matters, answer objections and push for a decision. Without one, even a strong proposal waits in an inbox.
A friendly contact is not automatically a champion. The test is whether they have influence over the decision, a personal reason to want the change and a record of acting on it, for example by getting you a meeting you could not get yourself. That is why the champion is the C in MEDDIC and MEDDPICC, and why sales leaders ask “have you tested your champion?” in deal reviews.
Example
At 27:40 in a follow-up call, the head of planning says: “Let me set up thirty minutes with our COO next week. I’ll walk her through the delivery numbers first, so she comes in knowing why we’re looking at this.” Two things happened: the contact offered access to someone more senior, and they offered to make the case themselves. That is a champion acting like one. The rep confirms the date in the call and sends the numbers the same afternoon.
How Drummer handles it
When your team uses MEDDIC or MEDDPICC, Drummer scores the champion criterion on every call, with the reasoning and the timestamp of the moment that supports it, like 27:40 above. Start from the MEDDIC template or use your own scorecard.
The rep’s AI twin keeps the champion field and the contact in the CRM current after the call. The manager can comment on that exact moment to ask how the rep plans to involve the champion before the proposal goes out, and the rep answers in the same thread.
Give every rep a day back, starting next week.
Thirty minutes, on your own calls and your own CRM. No migration, nothing for your reps to learn.