Rethinking the Role of a Champion in Collaborative Deal Making: Is 'No Champion = No Deal' Outdated?
James Purvis
Director of Sales & GTM for Americas, DSPM | Cyber Recovery + Cyber Posture = Complete Cyber Resilience
For years,?the mantra in tech sales has been clear: no champion, no deal.?These internal advocates have been hailed as kingmakers,?smoothing the path to victory and securing wins even in the most complex sales cycles.?But in today's collaborative,?customer-centric landscape,?is a single champion-centric approach still the golden ticket,?or is it time for a rethink?
This article delves into the evolvement of collaborative deal-making and challenges the status quo that a single champion is enough to get the deal done.
Forget the Lone Ranger: Why Multiple Champions Rule the Enterprise Sales Game in 2024 and Beyond:
For years we have been winning deals by focusing on the "knight in shining armor" within a company. The person who has power and influence with the economic buyer and can expand the audience to build their case to buy something new. We could single-handedly secure a deal by getting this person's buy-in (despite what the other influencers say or want). This is the champion we have all been taught about. They are the 'C' in MEDDIC .? Let there be no mistake, they are still a critical and a required component of any given deal. The old adage, No champion = No deal still holds true and always will. However, I've quickly noticed a shift to a more collaborative enterprise sales landscape,?making the traditional, single-threaded champion approach quickly become a relic of the past.?
"We don't sell software. We build champions who sell software." - Brian McCarthy, Rubrik CRO
Here's why relying on just one champion is a recipe for lost opportunities in today's sales world:
1. The Rise of the Buying Committee:?Gone are the days of single decision-makers.?Today,?enterprise purchases involve a complex web of stakeholders – from technical experts to budget holders and executives.?Each has their own priorities and concerns,?and neglecting any one voice can derail the entire deal.
2. Siloed Knowledge is a Dead End:?Each stakeholder brings unique expertise and insights.?Relying solely on one champion's perspective limits your understanding of the entire needs of the business and the challenges others face within the organization.?This can lead to misaligned solutions, stalled deals, and ultimately,?dissatisfaction.
3. The Power of the Crowd:?Building consensus across multiple champions fosters broader buy-in and ownership.?When different individuals (and even departments) are invested in the solution,?implementation becomes smoother,?adoption increases,?and long-term success is more likely.
For example, here at Rubrik, we see deals move much more efficiently and effectively when we involve both IT Operations and IT Security in the overall decision.
4. Sharing the Workload, Sharing the Success:?Champions often face internal resistance and challenges.?Spreading the advocacy across multiple individuals distributes the workload and creates a more resilient support system for your solution.
5. Future-Proofing Your Partnership:?Champions are human,?and they can leave or change roles.?Building relationships with multiple individuals ensures continuity and minimizes risk if your main champion exits.
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In tech sales, I believe there are three champions required in the new world order:
So how do you cultivate a multi-champion ecosystem?
Critical: Build a relationship with folks in procurement as early as possible. It will help you get ahead of the paper process and make future negotiations far easier as you establish trust early.
A great exercise you can leverage here is 3 Whys .
By embracing a multi-champion approach,?you shift from a narrow,?champion-centric perspective to a collaborative,?customer-centric partnership.?It's a strategy that builds stronger relationships,?increases deal success rates,?and ensures long-term wins in today's complex enterprise landscape.
The power of many outweighs the limitations of one.?
Original Post: https://www.jameswpurvis.com/single-post/rethinking-the-role-of-a-champion-in-collaborative-deal-making-is-no-champion-no-deal-outdated
Sales Development, High Tech, Lead Gen Automation, MasterMinds, Roundtables, Email Automation, LinkedIn Automation, Done For You, SaaS, Mother of UFC Fighter
4 天前James, thanks for sharing! We are hosting a live monthly roundtable every 1st Wednesday at 11am EST to trade tips and tricks on how to build effective revenue strategies. It is a free Zoom event where everyone can introduce themselves and network. We would love to have you be one of my featured guests! We will review topics such as: -LinkedIn Automation: Using Groups and Events as anchors -Email Automation: How to safely send thousands of emails and what the new Google and Yahoo mail limitations mean -How to use thought leadership and MasterMind events to drive top-of-funnel -Content Creation: What drives meetings to be booked, how to use ChatGPT and Gemini effectively Please join us by using this link to register: https://forms.gle/iDmeyWKyLn5iTyti8
GTM Leader / Investor / Advisor
9 个月I don’t disagree with what is being said here, but applying the title of champion is generous. What you are describing is a focus on consensus and rallying people to buy into the positive business outcomes by solving for a business problem the organization needs to solve for. Yes committees and group decisions are rising but all of it starts with a catalyst, someone willing to champion a solution…. Multiple parts to every deal.
GTM Sales Leader | Revenue Generation | Operations Strategy
9 个月Great article James Purvis , your section on engaging early and broadly is very insightful and resonant!
AVP at MagicEdTech. Expert in Driving Cloud Adaption and Custom LLM's Across EdTech, Publishing, and Academic Sectors
9 个月No Deal Howie!
Strategic Cloud Security Sales at Wiz
9 个月No pain no gain!