How Enterprise Software Reps Sell Through Internal Champions
B2B SaaS Talks with Fexingo · 2026-06-09 · 9 min
Episode notes
Episode 40 of B2B SaaS Talks with Fexingo. Lucas and Luna dig into the art of cultivating internal champions inside a prospect's organization. They use the example of a $2 million Salesforce implementation at a regional bank where the VP of Sales Operations became the champion. The hosts discuss how reps identify true champions versus sponsors, how they arm champions with battle cards and business cases, and why champions fail when they lack organizational clout. Lucas shares data from a 2025 Gong study showing that deals with a named champion in the CRM close 34% more often. Luna challenges whether champions are just a crutch for weak product-market fit. The conversation also covers the risk of champion churn and the importance of multi-threading. A practical, tactical episode for any B2B seller or buyer who wants to understand the hidden dynamics of enterprise sales.
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