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How to Turn a Stakeholder into a Seller (And Win the Room You’re Not In)
By Morgan J. Ingram, CEO at AMP - Guest Contributor
Introduction: Meet Morgan
We’re thrilled to welcome Morgan J. Ingram as a guest writer for this blog. Morgan is the CEO at AMP and one of the most recognized voices in modern sales enablement. Through his work with sales teams around the world, he’s helped thousands of reps move beyond product pitching to real deal execution.
In this piece, Morgan breaks down a simple but powerful framework: how to transform a buyer contact into a true internal champion — someone who sells for you when you’re not in the room.
Chapter 1: What makes a champion
Too many reps mistake a friendly buyer for a champion. Liking your solution isn’t the same as selling it internally.
According to Alex Olley (CRO & Co-Founder at Reachdesk), a true champion must check all 3 pillars:
If you don’t have all 3, you don’t have a champion. You might have a coach or worse, a ghost.
Chapter 2: 3 Questions that reveal a true champion
Ask these to diagnose champion status:
- Decision Influence
“What’s your role in decisions like this?”
- Champions explain process + decision structure.
- Non-champions deflect.
- Internal Action
“Who else have you already spoken to about this?”
- Champions have started selling.
- Non-champions delay.
- Personal Impact
“How does this affect your KPIs or goals?”
- Champions with skin in the game will push.
- No impact = no fight.
Chapter 3: The 15-minute call
Before any big internal demo or exec sync, run a quick 15-min alignment with your champion.
Why it works:
- Fills knowledge gaps
- Tests their ability to pitch internally
- Prepares them to win the room
What to cover:
- Why Now “How would you explain this problem to your team?”
- Pitch It Back “How would you explain this to your CRO/CMO?”
- Deal Map “If we get this done, what happens next?”
- Who Matters “Who else do we need to loop in?”
Chapter 4: Don’t close the deal - Launch it together
Shift your mindset: don’t close, co-create the launch.
Build a Mutual Launch Plan with your champion:
- Problem (in their words)
- Why Now (trigger/pressure point)
- Key Dates (deadlines)
- Exec Sponsor
- Success KPIs
- Day 1 Action
- 30-Day Value
Chapter 5: How do communication channels reveal champion strength?
Real champions want speed, they’ll move to faster channels (Slack, text). Ask:
Once you get access: don’t abuse it.
Every message should have purpose.
Chapter 6: The champion letter (for when deals stall)
If your champion ghosts or won’t go higher, use The Champion Letter:
This works because you elevate the problem, praise your champion, and create a path back into the deal.
Rule: Don’t CC the champion. Keep it clean.
Final thoughts
To win the room, you don’t always need to be in it. You need someone who can win it for you.
Test your champions. Ask hard questions. Enable them to succeed. Because your best sellers might not be on your payroll — they might be sitting on the buyer’s team.
Key takeaways
- A champion isn’t just a fan - they need influence, power, and internal seller behavior.
- Use 3 questions to diagnose champion strength.
- A 15-minute prep call is the secret weapon before any big internal meeting.
- Co-create a Mutual Launch Plan - it builds trust and ownership.
- Pay attention to communication channels - true champions move fast.
- If stuck, escalate with a Champion Letter (done respectfully).
FAQ
Q: What if my “champion” isn’t actually a champion?
A: That’s okay, better to know now. Reframe them as a coach and look for the real champion.
Q: How often should I do the 15-minute sync?
A: Before any internal presentation, exec sync, or key milestone.
Q: When should I send a Champion Letter?
A: Only when the deal stalls and your champion can’t/won’t escalate.
Q: What’s the #1 sign I don’t have a champion?
A: They can’t clearly explain how the decision gets made internally.
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