How to Identify Internal Champions to Close More Deals in B2B

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1. Rely on Your ICP and Buyer Personas “Who is going to use your product day-in and day-out? Identify these end-users early on, and you’ll find people who could become your biggest advocates.” Not sure who these people are? Go back to your ideal customer profile, and from there, develop different buyer personas for each of the stakeholders involved in purchasing your product.

   In Buyer and user personas

2. YOU should talk with decision-makers—not just your champions. It’s great to have a passionate advocate within the organization, working from within to help you close a deal. But don’t rely on that person to do all the heavy lifting. “It's your responsibility to make the sale happen. When you hand over the responsibility of moving the deal forward to an internal champion… there’s not much left you can do. Your potential to be proactive goes down. You just have to sit back and wait—which is not a sales skill you practiced.” 2. Remember, Internal Champions Can't Sell Your Product as Well as You

   In Handoff ownership and SLAs

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