The Importance of Targeting Business and Technical Champions

In this episode of The Revenue Builders Podcast hosted by John McMahon and John Kaplan, Anne Gary, Managing Director at Force Management, dive into the crucial topic of identifying and understanding champions in the sales process. They explore the differences between business champions and technical champions, the significance of the power chart, and the role of coaches. Discover how to distinguish between these key players, the indicators to look for when meeting potential champions, and the importance of aligning with individuals who have both authority and influence within an organization.

KEY TAKEAWAYS

[00:01:21] Start with an organization chart to understand the hierarchy, reporting structure, and positional authority within an organization.
[00:02:33] Identify not only positional authority but also influence within the organization, as influence plays a crucial role in decision-making.
[00:03:44] Just because someone holds a position in the organization doesn't guarantee their influence in the sales process, especially with the economic buyer.
[00:04:30] Look for change agents on the "power chart" who have a track record of making a positive impact on the organization.
[00:06:02] Influence and authority are independent of hierarchy; influential champions can be found at various organizational levels.
[00:07:23] Business champions focus on articulating positive business outcomes, while technical champions possess deep domain expertise.
[00:10:10] Champions provide access to the economic buyer's power, which is essential for controlling the decision process.
[00:12:26] Coaches offer valuable insights and guidance but may lack the authority and influence to access the economic buyer.
[00:13:40] Continuously test conversations to identify whether you're developing a technical champion or a champion with the necessary business acumen.
[00:15:11] Business champions address substantial business problems "above the noise" and speak in terms of business outcomes.

HIGHLIGHT QUOTES

[00:03:44] "Just because somebody has positional authority in a company, we can't automatically conclude that they have power in the organization over a potential decision to buy our software."
[00:04:30] "Start by looking for change agents on the 'power chart,' individuals who have made a positive impact on the organization in the past."
[00:07:23] "Business champions focus on articulating positive business outcomes, while technical champions possess deep domain expertise."
[00:10:10] "You really know you're in control when you have a champion that's selling on your behalf, helping you control the decision criteria in terms of influence."
[00:15:11] "Business champions address substantial business problems 'above the noise' and speak in terms of business outcomes."

Listen to the full episode with Anne Gary in this link:
https://revenue-builders.simplecast.com/episodes/finding-your-champion-with-anne-gary

Listen to the episode we did with Anne Gary on Economic Buyers here: 
https://revenue-builders.simplecast.com/episodes/getting-to-the-economic-buyer-with-anne-gary

Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4

Check out Force Management’s Ascender Platform: 
https://my.ascender.co/Ascender/