Sales Hacked
All plays
Enterprise

The Champion Build

White hat
3/10
Companion: see this on Marketing Hacked →
The effect

Inside the buyer's company, someone is now selling on your behalf — using your language, your slides, your ROI math.

Why it works

MEDDIC's central insight: in B2B, you don't close deals — Champions do. Your job is to find the person whose career gets better when this purchase succeeds, then arm them with everything they need to win the internal political fight you'll never see.

The three hats

White hat

Genuinely help the Champion succeed. Send them the deck their CFO will need before they ask. Coach them on objections.

Grey hat

Quietly use the Champion to gather competitive intel and budget signals their boss didn't authorize them to share.

Black hat

Inflate the Champion's expected glory to manipulate them into pushing past internal red flags. Burns the Champion's career when the deal underperforms.

In the wild

  • MEDDIC / MEDDPICC: the C is for Champion, and it's the lever the whole methodology turns on.
  • Gong's research: deals with an identified, mobilized Champion close 3.4x more often.
  • Notion's enterprise motion: arm the team lead with templates, ROI calculators, and Slack-channel rollout guides.

Template

1. Identify the [PERSON WHOSE NUMBERS GET BETTER if this lands]
2. Build their [INTERNAL BUSINESS CASE] — not your sales deck
3. Pre-handle [3 OBJECTIONS] their boss will raise
4. Make the Champion the hero of the story
When to use

Every enterprise deal. If you can't name your Champion in one sentence by week three, you don't have one — and you probably won't close.

When not to

Transactional / SMB deals where one person makes the whole call. There's no internal sale to win.

5-minute practice

For your top open enterprise deal, write down your Champion's name, their next career move, and the specific business case slide they need to win their CFO. If you can't, that's your week's homework.

Seen in these teardowns

The 9-Touch Cadence That Outperforms 'Just One More Email'
Cadence
Grey
The 9-Touch Cadence That Outperforms 'Just One More Email'

How a top-performing AE strings nine touches across email, phone, and LinkedIn — each playing a different psychological role.

5/10
B2B SaaS outboundReveal the play →
Anatomy of a Demo That Closed in 14 Days
Demo
White
Anatomy of a Demo That Closed in 14 Days

How an enterprise AE re-architected the standard product walkthrough into a story where the buyer was the hero.

3/10
B2B SaaSReveal the play →
The 3-Option Enterprise Proposal That Closes Bigger
Proposal
Grey
The 3-Option Enterprise Proposal That Closes Bigger

How a senior AE structures a written proposal so the middle option always wins — and the average contract value is 38% higher than single-quote deals.

5/10
B2B SaaS / consultingReveal the play →
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