Champions vs Coaches: everyone has a role
Buying groups are evolving. Gartner and Forrester now cite an average of 10–12 individuals involved in the decision-making process for enterprise sales. With the additional validators and administrators within an account added in, the total number of people touched in a £250k deal is around 30–35.
With that in mind, we must engage a wide range of stakeholders throughout the life of a deal. One key persona is the coach. While Coaches are often mistaken for Champions, it’s important to recognise the difference. Just because someone isn’t a Champion doesn’t mean they should be overlooked. Coaches play a critical role in discovery and can be instrumental in guiding us through the organisation—often leading us directly to the true Champions who have the power and influence to drive a deal to closure.
The value of coaches
Coaches are invaluable allies. They offer advice, share insights, and help navigate the complexities of an organisation. However, when it comes to closing deals, Champions are indispensable. These are the people who have the authority and influence to steer decisions and ensure that your solution is adopted within their business.
While coaches might not close deals themselves, they play a critical role in the sales process. They are often our ‘Technical Champions’—bringing functional expertise but lacking power.
Here are several reasons why coaches remain valuable:
- Information and insights
Coaches often have deep knowledge of the organisation and can provide valuable insights into its structure, culture, and decision-making processes. This understanding allows you to tailor your approach and align your strategy with the organisation’s priorities. - Validation and support
Coaches can validate your solution and support it internally. Their credibility and expertise can help to build trust and lend weight to your proposition. - Navigating internal politics
Coaches help you understand the internal dynamics of the business. They can highlight allies and potential blockers, and guide you in managing those relationships. They’ll often be the ones to tell you who’s really making things happen—in other words, who the Champion is. - Feedback and improvement
Coaches can provide constructive feedback on your approach or solution. Their input can help you refine your proposal and pre-empt objections later in the sales cycle. - Building relationships
Coaches often facilitate introductions to new stakeholders and departments. They can help expand your network within the prospect’s organisation and connect you with key influencers.
Why coaches can’t close deals (and why they’re not Champions)
To understand why coaches can’t close deals, we need to look at how purchasing decisions are made. In enterprise sales, around 80% of conversations about whether to buy, what to buy and why, take place behind closed doors—internal meetings we’re not part of. Coaches rarely have the clout to attend or influence these discussions. Champions do. They’re the ones in the room, advocating for our solution and shaping the outcome.
There are several reasons why coaches, though helpful, are not Champions:
- Lack of decision-making authority
Coaches can advise and support, but they don’t hold the power to approve budgets or commit the business. - Limited influence
While respected for their expertise, coaches usually lack the influence needed to sway senior stakeholders or drive strategic change. - No accountability for outcomes
Coaches aren’t typically on the hook if a project succeeds or fails. Champions, by contrast, have a vested interest and are often measured on the results. - Peripheral involvement
Coaches work from the sidelines. Champions are hands-on—leading, pushing, and ensuring progress throughout the deal. - Lack of access to the Economic buyer
Coaches seldom have direct lines to the Economic buyer. Champions do—and they use those relationships to prioritise your solution at the highest level.
Identifying a Champion
So, now that we know why a coach isn’t a Champion, how do we tell who is?
When we talk about a MEDDPICC Champion, we are talking about someone with four traits:
- Power and influence
Watch how they behave. Do others listen when they speak? Do they lead discussions? Champions naturally command respect and attention. - Track record of change
Ask about previous initiatives. Can they explain how they got things over the line? What steps were involved? Champions have a history of making change happen. - Something to gain
Understand what success looks like for them. What will change if your solution is adopted? Champions have a personal or professional stake in the outcome. - Access to the Economic buyer
Can they secure a meeting with the EB? Do they know what matters to them and how to get this initiative prioritised? Champions have that level of access and influence
A true Champion will demonstrate all four of these traits—not just one or two. Identifying them early and investing in that relationship is key to maintaining momentum and successfully navigating complex deals.
Finding coaches during Champion building and testing
It’s easy to misidentify someone as a Champion early on. They might say the right things, appear enthusiastic or even seem influential. But in truth, you often only discover if someone is a genuine Champion after you’ve invested in them—and tested that investment.
And that’s okay. What matters is what you do next. If your tests reveal they’re not the real Champion—they’re not creating urgency, influencing others, or giving you access—don’t ignore it. Act. Start searching for the real Champion. If you don’t, the deal will stall.
But don’t jump to conclusions. First, ask yourself: Have I earned the right to test them? Your instincts should be backed by observed behaviour—not just a hunch.
If you’ve shared your time, expertise, or insights, then you’ve earned the right to run some small tests. See if they follow through. See if they advocate. See if they deliver access or insight. If not, take that seriously. Go back into Discovery. Start requalifying.
Approaching the opportunity with fresh eyes could help you uncover the real Champion. And doing so will make your pipeline stronger, healthier, and more predictable.
Conclusion
Engaging multiple stakeholders is essential in complex enterprise sales. Coaches provide critical insight and support, but they cannot drive decisions.
Champions, on the other hand, have the power, influence, and access to move things forward. They are central to progressing and closing deals. Identifying and testing for real Champions is the key to maintaining momentum and, ultimately, winning.
This blog is part of our "Champion Series" of 6 blogs and live member webinars.
Become a member today to join our exclusive member webinars and gain access to a host of valuable MEDDPICC resources.
