Champion Identification Checklist

9 Signals of a Real Internal Champion

A "friendly contact" likes you. A champion needs the problem solved, has something to lose if it isn't, and will spend their own political capital to get your deal across the line. Confusing the two is the single biggest cause of deals that "felt great" and then went dark.

Go through this list for anyone in the deal you're tempted to call a champion. Check only what you have direct evidence for — not what you're hoping is true.

The 9 Signals

• 1. Shares information proactively, unasked. They volunteer org charts, budget cycles, internal politics, or competitor activity before you ask for it.
• 2. Has personal skin in the game. The status quo problem costs them something specific — their bonus, their headcount, their credibility with their boss, their weekend.
• 3. Can restate the business case in their own words, unprompted. Not your pitch played back — their version, in their language, to a colleague, without you in the room.
• 4. Introduces you to other stakeholders without being asked twice. You mention needing to talk to Finance or IT once, and it happens within days.
• 5. Pushes your timeline faster, not slower. They ask "can we move this up?" rather than "can we push this back?"
• 6. Does homework between calls. Reads what you send, comes back with follow-up questions, has briefed a colleague before the next meeting.
• 7. Tells you what's really going on internally. Names the skeptic, names the competing priority, names the real objection — even when it's uncomfortable for them to share.
• 8. Has real credibility with the actual decision maker. Not just enthusiasm — you can verify (via LinkedIn, org chart, or a direct question) that the decision maker respects and listens to them.
• 9. Uses "we" language about the outcome, not "you" language about your product. "We need to fix this" vs. "your tool looks nice."

Scoring

Three Questions That Test for Skin in the Game

Ask these directly — a real champion answers fast and specifically.

1. "If this doesn't get solved by [date], what happens to you personally — not the team, you?"
2. "Who inside [Company] would be most annoyed if this stalled, and why?"
3. "What have you already tried internally to get this moving?"

A friendly contact answers vaguely or deflects to "the team" every time. A champion has a specific, personal answer.

Five False-Champion Warning Signs

Watch for these even in someone who scores well above:

1. Title inflation without scope — impressive title, no actual budget authority or team.
2. Enthusiasm without introductions — loves the product, but three calls in you still haven't met anyone else.
3. New in role (<90 days) — often eager to make a mark but has no internal capital yet to spend.
4. Always "checking" but never confirming — every commitment comes back as "let me check," and the check never resolves.
5. Was overruled before — ask directly: "Have you tried to bring in something like this before? What happened?" A pattern of being blocked is a pattern that repeats.