The Champion Bible
8 concepts. 5 pillars.
Each concept unlocks deeper layers of insight and coaching questions. Explore them all to master the Champion framework.
Building
3 conceptsThe Three Wins
Every Champion needs three wins to sustain their advocacy: a Personal Win (visibility, recognition, career advancement), a Professional Win (KPI achievement, team performance, role security), and a Commercial Win (the organisational ROI). Remove any one and the Champion's advocacy will fade.
The 6 C's
The 6 C's are the seller's obligation in every Champion interaction: Credible, Clear, Concise, Champion-Centric, Curious, and Characterful. You cannot build a Champion if you do not show up as one. These are not soft skills — they are the behavioural prerequisites for earning the right to be championed.
The Champion Lifecycle
The Champion relationship evolves through five stages: Identification, Validation, Development, Activation, and Multiplication. Each stage has a hard exit gate. You do not advance until the gate is passed. This is not a guideline — it is a deal qualification standard.
Advanced
2 conceptsThe Champion Cohort
In enterprise deals, a single Champion is rarely sufficient. The Champion Cohort is a deliberately built network of internal advocates across business units, each with their own Three Wins, each playing a specific role in the deal. The art is knowing when to bring them together and when to keep them separate.
MEDDPICC Intersections
The Champion is not a standalone MEDDPICC element — they are the connective tissue that makes every other element work. Understanding where the Champion's role intersects with Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identified Pain, and Competition is essential for deal qualification.