Champion or Coach?
Do You Have a Champion or a Coach?
Another phrase I often hear in loss reviews is “we thought we had a champion, but they were really just a coach”. Meaning - they were doing their job. In any enterprise buying process there must have multiple bidders. So it is the job of people in the buying coalition to keep as man vendors “in the game” as they can. So a lot of ‘advice’ and time spent ‘catching you up about what’s really going on’ is not because they want you to win, but because they’re playing their role to keep you engaged and selling hard.
They are being a coach. They’re on the sideline, keeping you running in the right direction. Versus a champion - someone on the field with you, fighting with you to win. So, the next time you’re about to say “she’s my champion”, first, ask yourself these four questions to know for sure:
1. Is there a clearly defined win for them to champion you?
Does they have something real to gain if your solution succeeds? If helping you win makes them look good, hit a key goal, or even get promoted, you’re on the right track. Champions have political and reputational skin in the game. Coaches don’t see a win for themselves—so they stay in “advisor” mode instead of “advocate” mode.
2. Are they willing to work to make you successful?
Champions put in effort. They’ll set up meetings, lobby behind the scenes, and push your cause even when you’re not there. Especially when you’re not there. Coaches are helpful, but they keep their involvement surface-level. If someone’s only passing along information or dropping a few hints, they’re still coaching—not championing.
3. Have you tested them to confirm their level of commitment?
Don’t guess—test it. Ask for something specific: an intro to an executive, insight into a decision-maker’s priorities, or support in a tough internal debate. Champions step up and deliver. Coaches will hesitate, deflect, or disappear when things get political.
4. Do you want them as your champion? Are they credible and respected?
It’s not enough for someone to want to help—they need respect and influence in their organization. If your insider isn’t viewed as credible, their support only goes so far. Are they spending a lot of time with you because noone in their company wants to talk to them? Ask yourself honestly: Would I bet on this person to advocate for me in critical moments?
Ways Convert a Coach to a Champion
1. Create a Personal Win:
Make it crystal clear what’s in it for them—beyond just doing their job. Connect your solution to their personal success story. Show how supporting you helps them reach key objectives, stand out internally, or even accelerate their career. And then provide ways for them to work to make it happen.
2. Invite Them Into the Process:
Champions need buy-in. Involve them directly in strategy, planning, and internal selling. Ask for their perspective on tough objections. Prep them with talking points and insider proof that lets them advocate for you. The more they feel part of the process, the more likely they’ll step up.
3. Test and Support Them:
Ask for small commitments, then keep raising the stakes. Celebrate their internal wins and back them up. This helps them build confidence and shows you’re invested in their success, not just your own.
The difference between a coach and a champion? Champions want you to win and are willing to fight for it. Ask these four questions, take action, and watch your deals gain real momentum.
