The MedMen Show: Fast, Smart Insights for B2B Sales Professionals How To Close Deals Without Being in the Room
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Feb 26, 2026 Lucy Williams-Jones, Director at Astronomer with deep B2B sales and GTM experience, walks through building multiple champions across buying committees. Short, tactical takes cover mapping reachable stakeholders, crafting and testing champion decks, training champions to sell internally, and multithreading to counter competitors and reduce risk.
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Champions As Proxies For Large Buying Committees
- Buying committees have exploded: average stakeholders rose from seven to 14, and can reach 22 when boards are involved.
- Treat champions as proxies when you can't reach every stakeholder and seed the vested interests of absent decision-makers into those champions.
Create Branded Champion Decks Early
- Build champions who can sell on your behalf by creating branded champion decks and training them to present internally.
- Start champion decks early and iterate so champions can confidently carry your message behind closed doors.
Test Champions With Small Metric Changes
- Use lightweight tests with champions to validate understanding, e.g., intentionally tweak a metric and see if they correct it.
- If the champion doesn't correct small errors, question their buy-in or understanding early.