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Here’s something that should keep you up at night: your best deal is being sold right now by someone who doesn’t work for you.
Your buyer champion. The person inside the account who actually believes in your product and is trying to convince their boss, their boss’s boss, the CFO, legal, IT, and whoever else showed up uninvited to the review meeting.
And they’re doing it with… what exactly?
That PDF you emailed three weeks ago? The deck your AE sent that’s now buried in a Slack thread? The pricing page they bookmarked but can’t find?
Buying committees have ballooned. Forrester’s 2024 research puts the average at 13 stakeholders. Kondo’s 2025 B2B Sales Report found deals involving AI features can pull in over 20 participants. And 74% of buying teams experience what researchers call “unhealthy conflict” during the process (Corporate Visions, 2025).
Your champion isn’t just advocating for your product. They’re refereeing a fight between departments with completely different priorities. And their only weapon is whatever content they managed to save from your last call.
That’s a problem.
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Think about what your champion is actually dealing with.
Your AE has one job: sell the product. Your champion has to sell the product AND navigate internal politics AND justify the budget AND handle objections from people who have zero context on why this matters AND do their actual day job on top of all of it.
They’re selling to stakeholders with completely different languages:
I’ve watched deals die because a champion couldn’t answer one question from IT at 4pm on a Friday. Not because the answer didn’t exist. Because the champion couldn’t find it.
Every time your champion says “let me get back to you,” the deal loses velocity. Every unanswered question is an opening for the status quo to win. And Kondo’s research shows sales cycles have stretched to an average of 6.5 months, up from 4.9 in 2019. Your champion is fighting a war of attrition, and you’re sending them in without supplies.
I’ve been thinking about this problem for years, both as a founder selling to buying committees and as someone who built a tool to solve content findability. Here’s the framework I use. Think of champion content in five layers, each mapped to a specific stakeholder blocker:
This is where most deals stall. The champion believes in the product. Their boss might too. But the person who controls the budget needs numbers, not enthusiasm.
What your champion needs here:
If you want to see how a solid business case ties into the broader content strategy, we wrote about how to develop a sales content strategy that covers the financial justification angle in depth.
This is where deals die silently. IT raises a concern. Nobody addresses it for two weeks. Suddenly the deal is “on hold,” which is corporate for “dead but nobody wants to say it.”
The people who weren’t in your demo need evidence. They don’t know you. They don’t trust you. Your champion’s enthusiasm isn’t enough.
What I see teams get wrong: they have case studies, but they’re all Fortune 500 logos. A 50-person marketing team doesn’t care that a 10,000-person enterprise uses your tool. They want proof from someone who looks like them.
We have a full guide on case study templates that covers how to build proof assets that actually get used. The key insight: write the draft first, then ask the customer to approve. Don’t start with an interview.
Senior leadership doesn’t care about features. They care about three things: will this make us more competitive, is this company going to be around in 3 years, and does this fit our strategic direction?
End users can kill a deal by saying “this looks like more work.” They’ve been burned by tools that promise simplicity and deliver complexity.
So you’ve created all this content. Great.
Now here’s the question that actually matters: can your champion find it at 9pm on a Tuesday?
Because here’s what usually happens. Marketing creates beautiful case studies, ROI calculators, and security docs. They live in a Google Drive folder called “Sales Collateral 2025 FINAL” that has 47 subfolders, or in a Notion wiki that hasn’t been updated in 6 months, or in a SharePoint site that requires three clicks and a prayer to navigate.
Your champion has none of that context. They have whatever your AE thought to attach to an email. And Salesforce’s State of Sales research confirms this pattern: 84% of sales executives say content search and utilization is the single biggest area for productivity improvement.
This is exactly the problem I built Content Camel to solve. Not just storing content. Making it searchable by buying stage and stakeholder type, shareable with tracked links, and visible when the CFO opens that ROI doc at 11pm. That’s a buying signal your team needs to act on.
If you’re still managing sales content in shared drives, we wrote a deep dive on how shared drives fail sales teams and what to do about it.
The practical playbook:
Audit your content against the five layers. Take 30 minutes and map what you have. I guarantee Layers 1 and 2 are nearly empty. If you want a structured approach, our sales content audit template walks you through the whole process.
Prioritize based on where deals are stalling. If your champion keeps getting blocked by IT, invest in Layer 2. If budget conversations are killing deals, build Layer 1. Don’t create content for all five layers at once. Fix the bottleneck first.
Package for forwarding, not browsing. PDFs over web pages. One-pagers over slide decks. Tracked links over email attachments. Your champion is going to forward this in email or drop it in Slack. Design for that moment.
Track engagement, not just downloads. When your champion shares a security doc and IT opens it three times in one afternoon, that’s a signal. When nobody opens the case study, that’s also a signal. Content analytics tell you what’s working in the buying process, not just what’s popular on your website.
Your champion is already doing the hardest job in the deal. They’re selling to people who didn’t ask to be sold to, navigating priorities they didn’t create, and building consensus among stakeholders who might not even agree the problem exists.
The least you can do is give them the right content, organized so they can find it, packaged so they can share it, and tracked so you know what’s resonating.
The deals you’re losing aren’t being lost in your pipeline. They’re being lost in someone else’s inbox, in a meeting you weren’t invited to, by a champion who wanted to help but didn’t have what they needed.
Want the full Champion Enablement Kit? We built a one-page checklist mapping all five content layers to specific stakeholders and buying stages. Download it and audit your content in 30 minutes.
Ready to make your content findable? Try Content Camel free and stop losing deals to content chaos.
Your buyer champion needs the right content at the right moment. Content Camel makes every asset searchable, shareable, and trackable.
Content Camel is a sales enablement tool used for sales content management. High-growth sales teams use our system to quickly find and share the right content for each specific sales situation and measure content use and effectiveness.