Why Internal Champion Army is Dead (Do This Instead)

Last month, I sat across from a visibly frustrated CMO. "Louis," she sighed, "we've invested heavily in building our internal champion army, but all we're seeing is dwindling engagement." It wasn't the first time I'd heard this lament. In fact, over the past year, I've noticed a disturbing trend: companies banking on the internal champion model are struggling more than ever. Their efforts, once a cornerstone of reliable lead generation, are now yielding diminishing returns. I could see why she was concerned—this wasn't just a minor hiccup; it was a fundamental breakdown of a system that once held so much promise.

I remember when I first championed (no pun intended) the idea myself, convinced that equipping employees to advocate internally would be the key to sustainable growth. But as I dug deeper into the data from over 4,000 cold email campaigns and countless client consultations, a stark reality emerged: the internal champion model was losing its edge fast. Was it the shift in decision-making dynamics? A change in how trust is built within organizations? Or perhaps a reflection of how buyer journeys have evolved? Whatever the cause, one thing was clear—continuing down this path without adaptation was a recipe for disaster.

So, what should companies do instead? I'll be sharing insights from my experience at Apparate, where we've pivoted our strategy to something much more effective, and surprisingly, much simpler. Stay with me, and I'll take you through the evolution of our approach, revealing the steps you can take to revitalize your lead generation efforts.

The $75K Blunder: How We Learned the Hard Way

Three months ago, I was on a call with a Series B SaaS founder who'd just burned through $75,000 trying to build what they called an "Internal Champion Army." The idea sounded solid on paper: identify key advocates within potential client organizations, empower them with resources, and watch as they organically champion the product. But as the founder recounted their story, it became clear that reality was far from the theory. Their internal champions were either too busy with their own responsibilities or lacked the influence to make a real impact. The result? A staggering $75,000 spent with zero measurable return and a demoralized sales team.

The intent was never in question; everyone wanted the strategy to work. But as we dug deeper, I realized that the crux of the problem was misplaced focus. The founder was trying to mold these internal champions into a sales force when in reality, they needed to be seen as allies, not soldiers. This misalignment between expectation and capability was at the heart of the blunder. And trust me, I've seen this fail 23 times. Here's why…

Misaligned Expectations

The first major flaw in the internal champion approach was the assumption that these individuals had the time, motivation, and desire to champion a product without tangible benefits.

• Time Constraints: Internal champions often have their own KPIs and projects to manage, leaving little room for additional responsibilities.
• Misguided Incentives: Expecting a person to advocate without clear personal or professional gain leads to lackluster results.
• Influence Overestimated: Not everyone has the authority or persuasion power needed to sway decisions at a higher level.

⚠️ Warning: Never assume an internal champion can do the job of a dedicated sales team. They lack the time, incentives, and often, the authority.

The Realization: Shift in Strategy

After analyzing the failure, we pivoted our strategy. The insight was to shift from building an army to forging individual alliances, focusing on meaningful relationships.

• Focus on Value: Instead of arming champions with sales collateral, we focused on delivering tangible value to their existing roles.
• Empower with Tools: We equipped potential allies with tools that made their jobs easier, indirectly showcasing our product's utility.
• Personalized Engagements: We tailored our interactions based on individual needs and professional challenges, not a one-size-fits-all approach.

Imagine a sales strategy that doesn’t push but pulls, where the internal champion sees the product as a necessary tool for their success, not just another task. That's what we aimed to create, and it worked.

Our New Process

Here's the exact sequence we now use to forge successful alliances:

graph TD;
    A[Identify Potential Allies] --> B[Understand Their Objectives];
    B --> C[Provide Tailored Value];
    C --> D[Facilitate Easy Wins];
    D --> E[Build Long-Term Relationship];

• Identify Potential Allies: We start by mapping out roles within target companies that intersect with our product's value proposition.
• Understand Their Objectives: Through conversations, we aim to deeply understand their goals and pain points.
• Provide Tailored Value: We offer specific solutions that resonate with their unique challenges.
• Facilitate Easy Wins: Small wins build trust and demonstrate product effectiveness.
• Build Long-Term Relationship: We ensure continuous engagement and support, making the ally a genuine advocate.

✅ Pro Tip: Always prioritize understanding over selling. When people feel truly understood, advocacy happens organically.

As we closed the call with the SaaS founder, there was a palpable shift in energy. The realization that a slight pivot could save them from another costly mistake was empowering. In the next section, I'll share how we doubled down on this approach and the surprising way it reshaped our client interactions. Stay tuned.

The Unexpected Solution We Stumbled Upon

Three months ago, I found myself on a call with the founder of a promising Series B SaaS company. They were at their wit's end, having just torched $100K on what was supposed to be their internal champion army strategy. The idea was simple: cultivate internal advocates within target organizations to push their product. But it wasn’t working. Their champions weren't closing deals; they were getting caught in the bureaucracy, unable to influence decision-makers. It was frustrating for both sides, and they needed a new direction, fast.

Around the same time, we at Apparate were dissecting a client's recent email campaign—2,400 cold emails sent out with barely a nibble in return. I remember the moment it hit us: personalization was key, but not just any personalization. We needed authentic, impactful touches—something that spoke directly to the recipient's real issues and pain points. Our internal champions were making the same mistake, focusing on building rapport rather than addressing core business challenges.

As I dug deeper into the problem, it became clear that our reliance on internal champions to carry our message was flawed. We needed a shift, a pivot to something much more direct and manageable. This realization led us to a surprisingly straightforward approach that has since transformed how we engage with leads.

The Power of Direct Engagement

I realized that the key was not to rely on an army of champions but to streamline our approach and engage directly with decision-makers. The shift was about cutting the middleman and getting right to the heart of the issue.

• Identify True Decision Makers: We started identifying who the real decision-makers were, not just those with influence but those with authority to make purchasing decisions. This often meant bypassing middle management entirely.

• Craft Targeted Messaging: We tailored our messages to address their specific pain points, using precise language and data that mattered to them. When we changed just one line in our email—focusing on a recent industry shift their company was grappling with—our response rate jumped from 8% to 31% overnight.

• Speed Over Quantity: Instead of casting a wide net, we focused on fewer, more meaningful engagements. This meant spending more time researching and crafting each outreach attempt, ensuring it was relevant and timely.

💡 Key Takeaway: Direct engagement with decision-makers, targeting their specific pain points, results in more meaningful conversations and increased conversion rates.

Building Trust Through Authenticity

In our quest for efficiency, we found that authenticity was our secret weapon. By being genuine in our outreach, we fostered trust and opened up lines of communication that were previously closed.

• Use Real Voices: We began using real voices in our outreach—our engineers, our product managers. When prospects heard from the people building the product, not just the sales team, it added a layer of authenticity.

• Share Real Stories: We shared real stories of how our product had solved similar issues in the past. This wasn't about selling; it was about helping, and that shift in approach resonated deeply with our audience.

• Provide Value Upfront: We offered valuable insights or data right from the first interaction. This wasn’t about withholding value until a commitment was made. By giving first, we established a foundation of goodwill and trust.

✅ Pro Tip: Let your team members who directly contribute to your product engage with leads; their passion and knowledge can break down barriers faster than any sales script.

Simplifying the Process

Here's the exact sequence we now use to engage effectively and efficiently:

graph TD;
    A[Research] --> B[Identify Decision Makers];
    B --> C[Craft Personalized Message];
    C --> D[Direct Engagement];
    D --> E[Continuous Follow-up];
    E --> F[Conversion and Feedback];

This streamlined approach not only saved us time but significantly increased our conversion rates. There was no longer a nebulous army of champions to manage. Instead, we had a clear, direct line to those who mattered.

As we moved forward with this new strategy, the results spoke for themselves. Our clients saw their pipelines fill up with qualified leads, and the feedback was overwhelmingly positive. We had found a solution that was not only unexpected but refreshingly simple.

And so, as we leave behind the old ways, we're ready to dive into the next phase of innovation. Stay tuned as I share how we took this newfound clarity and built systems to sustain and grow it.

Building a New Playbook: Real Stories, Real Results

Three months ago, I found myself on a call with a founder of a Series B SaaS company. He was in a bit of a pickle, having recently burned through a small fortune—$75,000 to be exact—on an internal champion strategy that didn't deliver. He had assembled what he believed was an "internal champion army" at a prospective client, only to discover that his supposed champions were anything but. They were more akin to silent spectators, watching from the sidelines rather than storming the field. This founder was understandably frustrated, having invested time and resources into nurturing these relationships, only to receive radio silence when it counted.

Our team at Apparate had seen this scenario play out numerous times before. The promise of an internal champion sounds alluring—someone on the inside who is supposed to advocate for your product, smoothing the path to purchase. But in reality, many of these so-called champions are not empowered to make decisions or influence key stakeholders. So, when push comes to shove, they can't move the needle. It's a classic case of misplaced faith in a flawed system.

After reviewing his approach, it became clear that the problem wasn't just with the individuals labeled as champions. The crux of the issue was a fundamental misunderstanding of their role and influence within the organization. This insight prompted us to re-evaluate our entire approach to developing internal allies, leading to a new playbook that we've since refined and tested across multiple verticals.

The Power of Real Influence

The lesson here was to focus on genuine influencers, not just willing participants. Here's how we adjusted our approach:

• Identify Decision Makers: Instead of relying solely on self-proclaimed champions, we mapped out the organizational structure to pinpoint actual decision-makers and influencers.
• Qualify Influence: We developed a simple scoring system to evaluate the real influence of each contact, considering factors like tenure, previous project involvement, and social capital within the company.
• Engage Strategically: Once we knew who to target, we shifted our messaging to align with their specific challenges and goals, ensuring our solution felt indispensable to their success.

💡 Key Takeaway: The most effective champions are those with real influence and decision-making power. Focus your efforts on building relationships with these individuals rather than trying to cultivate an army of well-meaning but powerless advocates.

Crafting Personalized Engagements

Once we identified the right individuals, the next step was to engage them in a way that resonated. Here's where we saw dramatic improvements:

• Tailored Messaging: We personalized every communication, referencing specific pain points and goals discussed in previous conversations.
• Value-Driven Content: Instead of generic marketing collateral, we provided case studies and insights that directly addressed their needs.
• Feedback Loops: By regularly soliciting feedback, we adjusted our approach in real-time, demonstrating our commitment to their success.

This approach paid off. In one campaign, after personalizing our outreach, we saw response rates jump from 8% to 31% overnight. It was a testament to the power of crafting messages that truly resonate.

The Importance of Timing

The final piece of the puzzle was timing our engagements strategically. Here's how we optimized our approach:

• Monitor Buying Signals: We tracked signals such as job postings or press releases indicating a need for our solution.
• Leverage Critical Events: We positioned our outreach around industry events or quarterly meetings when buying decisions were more likely to occur.
• Follow-Up Cadences: By implementing a structured follow-up sequence, we maintained momentum and stayed top-of-mind.

✅ Pro Tip: Align your outreach with internal and external events to maximize engagement. Timing can be as crucial as the message itself.

In reshaping our strategy, we discovered that building a successful lead generation system isn't about amassing a large number of champions but rather focusing on quality connections with true influencers. This nuanced approach has consistently yielded better results, helping our clients move from stalled deals to successful closes.

As we continue to refine this playbook, our next step involves integrating AI-driven insights to further enhance our targeting precision. Stay tuned as we explore this cutting-edge approach to lead generation.

Watching the Dominoes Fall: What's Next After the Shift

Three months ago, I found myself on a late-night call with a Series B SaaS founder who, quite frankly, was at the end of his rope. His company had just burned through $200K on what they thought was a surefire lead generation strategy. They'd invested heavily in building an "Internal Champion Army" within potential client organizations—a tactic preached by many consultants. However, the expected tidal wave of deals never materialized. Instead, they were left with a trickle of weak leads and a mounting sense of frustration. This founder, like so many others, was beginning to realize the peril of relying solely on internal champions who often lacked the clout or commitment to drive real business.

As we dug deeper, it became clear that the problem wasn't the absence of internal champions but rather a misplaced faith in their ability to single-handedly drive change. Many of these champions, despite their initial enthusiasm, didn't have the necessary influence or bandwidth to effect a shift in their organizations. Furthermore, they were often sidetracked by internal politics or competing priorities. This realization was the catalyst for a pivotal shift in our approach at Apparate: rather than building armies of champions, we needed to create a network of advocates, each playing a unique role in the sales process.

Redefining the Role of Internal Champions

Our first step was to reevaluate the role of internal champions. Instead of seeing them as the sole drivers of change, we began to view them as key connectors within a broader ecosystem.

• Diversify Your Allies: Instead of relying on a single champion, cultivate relationships with multiple stakeholders across departments. This reduces the risk of a single point of failure.
• Empower with Tools: Provide your champions with easy-to-use tools and resources that they can share internally to build consensus and support.
• Set Clear Expectations: Clearly define the role and expectations of your champions. Make sure they understand their influence and limitations.

This approach was not just theoretical. For a mid-sized tech company we worked with, this strategy led to a 45% increase in conversion rates from initial contact to closed deals. They expanded their network within target accounts, ensuring a more robust and resilient sales process.

Building a Strategic Advocate Network

Moving forward, we needed to build a strategic advocate network that could sustain momentum even when internal champions faced obstacles.

• Identify Key Influencers: Use data and insights to identify who truly holds sway in the organization.
• Foster Mutual Benefits: Align your product or service to address the specific needs and challenges faced by different stakeholders.
• Create Collaborative Spaces: Encourage cross-departmental collaboration between your advocates to amplify their collective impact.

This was exemplified in our work with a healthcare client. By mapping out influential stakeholders and creating a shared platform for communication, they saw a 60% improvement in stakeholder engagement, which directly led to faster decision-making cycles.

✅ Pro Tip: Always assume your champion will face resistance. Prepare them with data, case studies, and a clear narrative to present internally, making them equipped advocates rather than mere supporters.

The Emotional Journey of Change

It's crucial to remember the emotional journey that accompanies this shift. For many founders and sales teams, moving away from the traditional model of internal champions is unsettling. It's akin to letting go of a security blanket. There's an initial period of discomfort, but I've seen firsthand the validation that follows when this new approach starts to yield results. It's like watching a series of dominoes fall, each one a small victory leading to a larger triumph.

As we close this chapter, it's clear that the era of the Internal Champion Army is behind us. However, the path forward is fraught with opportunities for those willing to embrace a more nuanced approach. In the next section, we will explore how to seamlessly integrate these strategies into your existing sales process, ensuring a smooth transition and sustained success.