The technology is often ready, but the people are not." This sentiment is frequently echoed in the realm of new technology implementation. While software solutions may appear to offer all the promised benefits, individuals within the organization may struggle with embracing the new practices necessary for success.

While companies typically prioritize enhanced and more frequent training as a solution, I would like to diverge from this common approach. Instead, I want to direct attention to a concept that I strongly believe carries an even greater influence: cultivating "Internal Champions."

In my experience, the presence of a dedicated internal ambassador for new technology is often the decisive factor between a successful and unsuccessful implementation.

Internal champions are individuals within an organization who actively support, advocate for, and drive the success of a particular project, idea, or initiative. They are enthusiastic and passionate about the cause and play a crucial role in gaining support from other employees and influencing decision-makers.

Internal champions use their influence, knowledge, and expertise to promote and advocate for new ideas, projects, and innovations. They are typically invested in the organization and willing to invest their time and effort to drive the initiative's success. Characteristics of internal champions include passion, resilience, knowledge and expertise, positive attitude, alignment with organizational goals, innovative thinking, proactivity, influence and networking, and strong communication skills.

Managers can identify internal champions by looking for specific characteristics such as passion, proactivity, influence and networking, and strong communication skills. Recognizing and nurturing internal champions can significantly impact team success and drive the organization toward its goals.

The benefits of having internal champions in an organization are significant, particularly in a B2B sales environment. Some of the key benefits include:

Intel on how your prospects buy

Internal champions can provide invaluable information on the stakeholders at your prospect’s company and how they make buying decisions.

Shortening your sales cycle

With insider knowledge of customer needs, you can optimize your sales process around the key team members you need to persuade. If the internal champion has a strong influence inside the company, they can expedite the decision-making process and help shorten your sales cycle.

Quicker adoption of your products

If you identify an individual who loves your new technology, they might enthusiastically onboard, train, and guide their team on using it.

Prevent deals from falling off

Internal champions can help prevent deals from falling off by addressing concerns, easing employee transition, and minimizing disruptions.

Building support and alignment

Champions can mobilize support from various stakeholders, including colleagues, executives, and external partners. Their influence and persuasive skills create alignment and a shared vision, ensuring everyone works towards common goals.

Boosting employee morale and engagement

Internal champions inspire and motivate their peers by showcasing their dedication and belief in the organization’s goals. Their enthusiasm creates a positive work culture, fostering higher employee morale and increased engagement.

Identifying internal champions in a company involves keen observation and looking for specific characteristics. Internal champions are individuals within an organization who actively support and advocate for a particular project, idea, or initiative. They are typically passionate about the cause and are willing to invest their time and effort to drive its success. Managers can identify internal champions by looking for specific characteristics such as passion, proactivity, influence and networking, and strong communication skills.

Some of the key features that can help managers spot an internal champion include passion and enthusiasm, resilience, knowledge and expertise, positive attitude, alignment with organizational goals, innovative thinking, influence and networking, and strong communication skills. Managers can also rely on their Ideal Customer Profile (ICP) and buyer personas to identify end-users who could become their biggest advocates. Once identified, managers can nurture internal champions by providing resources and training to empower them further.

To build relationships with internal champions in a company, consider the following strategies:

1. Offer Value First: Develop the relationship by offering value to the internal champion before asking for anything in return. This could involve providing resources, training, or assistance that supports their initiatives1.
2. Nurture the Relationship: Continuously nurture the relationship throughout the sales cycle to build a deeper connection. This could involve regular check-ins, providing relevant information, and offering support.
3. Ask for Help: Once credibility is established, don't hesitate to ask for the internal champion's assistance. This could include seeking their insights into the internal politics of the prospect's organization or requesting introductions to decision-makers.
4. Help Them Communicate Your Value: Even after the initial introductions, rely on the internal champion to advocate for your business value on your behalf. Provide them with the necessary resources and support to effectively communicate the benefits of your offering.

Some common challenges faced by internal champions in a company include:

1. Overcoming obstacles and setbacks: Projects and initiatives often face obstacles and setbacks, requiring internal champions to demonstrate resilience and find creative solutions to overcome hurdles.
2. Gaining support and alignment: Effective champions need to mobilize support from various stakeholders, including colleagues, superiors, and subordinates, to ensure that their projects contribute to the company’s mission and vision.
3. Sustaining organizational initiatives: Internal champions are passionate about launching projects and dedicated to seeing them through to successful completion. Their commitment ensures that initiatives do not lose momentum and continue to deliver long-term benefits.
4. Developing leadership potential: Championing projects allows employees to develop leadership skills, gain visibility, and increase organizational influence, which can lead to opportunities for career advancement and professional growth.
5. Proving business impact and securing executive support: Internal champions play a crucial role in showcasing the return on investment (ROI) of various initiatives, proving their value as a function within the organization, and gaining the executive support and buy-in needed to deliver successful projects.

In conclusion, internal champions face a myriad of challenges ranging from overcoming obstacles to gaining support and alignment, sustaining initiatives, and proving business impact. However, their resilience, leadership development, and ability to showcase ROI are instrumental in driving successful projects forward and securing executive support.