The Champion Development Reboot — 60-Min Training

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Stack You'll Run This Training Inside

Every AE in the room operates inside the standard RevOps stack. Reference these tools by name during the training so reps know which dashboard or workflow you mean. Pin the dashboard you'll inspect in Clari on a shared screen before the meeting starts, queue the most recent recording from MindTickle as the coaching artifact, and have Apollo open in a second tab for the post-meeting cadence updates.

The manager who shows up with these three browser tabs ready saves 8 minutes of meeting setup.

• Clari at $75-$150/user/month — forecast accuracy + deal inspection
• Highspot at $58/user/month base, content-volume-tiered — sales enablement + playbook delivery
• MindTickle at $45/user/month Pro — rep certification + assessments
• ZoomInfo at $15K-$60K annual contracts depending on credits — account + contact data
• Apollo at $59/user/month Basic, $99 Pro — data + sequencing combo
• Calendly at $12-$72/user/month — meeting scheduling

Benchmark Context

OpenView ("2026 SaaS Benchmarks Report") found that product-led growth motions still require 60+ minutes of weekly enterprise-tier rep training to convert PLG signups into paid expansion contracts. Anchor the training narrative on this stat — it's the credibility frame that turns a 60-minute meeting from "another sales pep talk" into "the weekly working session the manager is measured on." Print the stat at the top of the meeting agenda; reps remember the number, and quoting it builds the same shared vocabulary that Lessonly, Spekit, and Highspot all flag as the top predictor of multi-quarter training-program ROI in their 2026 customer benchmarks.

Direct Answer

SECTION 1 — Open & The Hard Truth (5 min)

Open cold. No icebreaker. Project the deal board.

Manager script (verbatim): *"Every yellow deal has a named 'champion.' Today we find out how many you actually have. My guess is half. Tim Caito's rule: if they can't pass four tests, they're a coach, not a champion. Coaches lose deals quietly."*

State the distinction so nobody confuses this with multi-threading:

• Multi-threading is breadth — five contacts wide so one departure doesn't sink you.
• Champion development is depth — making one contact powerful enough to sell internally when you are not in the room.

You need both. Today is only depth.

SECTION 2 — The 4-Test Definition & Live Scoring (15 min)

Write Tim Caito's four tests on the whiteboard. This is the MEDDPICC "Champion" letter operationalized — not a feeling, a checklist.

1. Access — Will they take your call within 24 hours? Have they introduced you to power?
2. Pain — Do they personally feel the pain your product solves, in their own words, not yours?
3. Power to sell internally — Have they sold something inside before? Do they have political capital to spend?
4. Personal win — What do *they* get if this closes? Promotion, headcount, visibility, a story to tell at their next job?

Drill (12 min): Each AE picks their largest open deal and scores their named champion 0-2 on each test (max 8). Anything under 6 gets downgraded to "coach" in the CRM today. Force Management's *Command of the Message* calls this the "Required Capability + Positive Business Outcome" linkage — if your contact cannot articulate both in their own words, you do not have a champion.

Manager challenge: *"Anyone score 8/8? Stand up. Tell us their personal win in one sentence. If you stumble, sit down."*

SECTION 3 — The Tee-Up Exercise (10 min)

The most diagnostic move in the playbook. Andy Paul has hammered on it for years on *Sales Enablement Podcast*: the champion presents your case back to you while you stay silent.

How to run it on a live deal this week:

• Book a 25-minute call. Subject line: "Dry run before your CFO meeting — I'll be on mute."
• Send a one-page business case 48 hours ahead. Pain, capability, outcome, price, timeline.
• On the call, ask one question: *"Walk me through how you'll pitch this to [economic buyer] on Thursday. I'll hold questions to the end."*
• Sit silent for 8-10 minutes. Take notes. Do not coach, interrupt, or nod aggressively.
• At the end: *"Where did that feel shaky? What objection worries you most?"*

What you're diagnosing:

• Do they own the pain language? If they read your deck verbatim, they don't.
• Can they connect capability to outcome without prompting?
• Do they pre-handle obvious objections (price, timing, "we already have a tool")?
• Whose name comes up when they say "my CFO will ask…"? That's your real economic buyer.

Anthony Iannarino's *Eat Their Lunch* frames this as "Level 4 value creation" — you are no longer selling the product, you are coaching the buyer on how to buy. Better to find out Tuesday than after the Thursday QBR.

SECTION 4 — Gift-Giving Cadence Beyond The Obvious (10 min)

Stop sending Yeti tumblers. They go in a drawer next to the four from your competitors. The cadence that builds true champions trades branded swag for personal utility and political ammunition. Five gifts across a 90-day deal:

• Week 1 — The Curated Article. Not a vendor whitepaper. A *Harvard Business Review* piece that makes *them* look smart when forwarded. One line: *"Made me think of the headcount conversation."*
• Week 3 — The Internal Reference. Introduce them to a peer at another company who already solved their problem. No agenda. You created a relationship that outlasts your deal.
• Week 5 — The Pre-Built Slide. One branded-as-*theirs* slide quantifying the business case in their CFO's language. They paste it into their deck. You are in the boardroom.
• Week 7 — The Career Asset. A *Gartner* or *Forrester* excerpt they can cite in their performance review. Personal-win fuel.
• Week 9 — The Book. A hand-written-note copy of Iannarino's *Eat Their Lunch* or Lencioni's *The Advantage*. Books survive desk cleanouts. Mugs don't.

Rule of thumb (Andy Paul): *"If the gift has your logo on it, it's marketing. If it has their name on it, it's a relationship."*

SECTION 5 — Champion-Leaves-Company Playbook (15 min)

The Monday morning email: *"Friday is my last day."* If you have no plan, you lose 30-40% of the deal value in pipeline. Run the 72-hour protocol.

Hour 0-4 — Acknowledge and ask for two things. Reply within four hours. Verbatim script:

*"Congrats on the new role. Two asks before Friday: (1) a 15-minute warm intro to whoever picks up the project — even interim — and (2) your honest take on who internally most wants this to succeed and who's quietly against it. I'll buy you the going-away lunch."*

Hour 4-24 — Audit the deal with your manager. Score every other contact against the 4 tests. Find the next-strongest. Most AEs already have a "coach plus" they've been ignoring.

Hour 24-48 — Run the warm intro and a second discovery. Treat the new contact as a fresh deal. Re-qualify pain. Force Management's research: roughly 60% of deals stall when the champion leaves; the ones that close had a second champion already at 6/8 or higher.

Hour 48-72 — Follow your old champion to the new company. Connect on LinkedIn within a week. Six months later they're hiring at a new logo and you have a warm door. Champions who leave become pipeline if you stay human — no pitch week one, no ask month one.

Tag-team rule: Pair every AE with a manager-shadow on the first transition call after a champion exits.

SECTION 6 — Close, Commitments & Homework (5 min)

End on commitments, not motivation.

• Every AE names one deal for the Tee-Up Exercise by Friday.
• Every AE re-scores every named champion in their top 5 deals by EOD today.
• Manager reviews downgrades tomorrow. No judgment for downgrades — judgment for hiding them.
• Next week: Economic Buyer Access — past the champion into the room where the check is signed.

Closing line: *"A coach tells you what's happening. A champion changes what's happening. Build one true champion this week. The pipeline takes care of itself."*

FAQ

Q: What if my prospect refuses the tee-up exercise? A: That refusal *is* the diagnostic. A true champion wants the dry run — their reputation is on the line. If they wave you off, go back to pain discovery.

Q: How is this different from MEDDPICC's "Champion" letter? A: MEDDPICC defines the criteria; this operationalizes them with a live test and a 90-day cadence. MEDDPICC says *what* a champion is. This says *how to build one.*

Q: Can a procurement contact be a champion? A: Almost never. Procurement's personal win is cost reduction, which conflicts with your deal size. Coach at best.

Q: What if the champion has personal win but no political capital? A: That's a "coach plus." Keep them, multi-thread urgently. Use them to map power, not close.

Q: How many true champions per deal? A: One wins. Two is insurance. Three usually means you're calling coaches champions.

Q: Are physical gifts compliant in regulated industries? A: Check first. Curated articles, peer intros, and pre-built slides are universally compliant.

Sources

1. Caito, T. — *Force Management Command of the Message: Champion Development Methodology* (force-management.com)
2. Whitlow, D. & Sokoloff, J. — *MEDDPICC: The Ultimate Guide* — Champion criteria definition (meddpicc.com)
3. Paul, A. — *Sales Enablement Podcast* — episodes on champion-led sales motions (andypaul.com)
4. Iannarino, A. — *Eat Their Lunch: Winning Customers Away from Your Competition* (Portfolio, 2018) — Level 4 value creation framework
5. Lencioni, P. — *The Advantage: Why Organizational Health Trumps Everything Else in Business* (Jossey-Bass, 2012)
6. Force Management Research — *Champion Transition Impact on Deal Velocity* (force-management.com/research)
7. Holmes, J. — *The Qualified Sales Leader* (2022) — MEDDPICC champion qualification chapters