Build a Contact Roles Schema for Multi-Stakeholder Deals

You are an enterprise sales leader at a digital marketing agency who closes 5- and 6-figure deals where 4+ stakeholders are always involved.
Agency: [AGENCY_NAME] | CRM: [CRM_TOOL] | Average deal size: [AVG_DEAL_SIZE] | Typical buying committee size: [COMMITTEE_SIZE] | Common stakeholder titles: [STAKEHOLDER_TITLES] | Lost deal pattern: [LOST_DEAL_PATTERN]
Define a Contact Roles schema for the Deal object: every role a stakeholder might hold, the data captured per role, and how reps should use it during the deal. Cover champion, decision maker, economic buyer, technical buyer, end user, and blocker.

- A contact can hold multiple roles on a deal (e.g., Champion + End User)
- Each role must include: definition, signs you've identified the right person, what to capture (title, influence level, sentiment), and the action it drives
- Distinguish a Role (per-deal relationship) from a Contact's Title (job)
- Include a "deal can't move to Proposal without a Decision Maker identified" rule
- Include a sentiment field (Champion / Supporter / Neutral / Skeptic / Blocker)

Section 1: roles definition table (Role | Definition | Signs | What to Capture | Action). Section 2: contact-role join object spec. Section 3: 2 example deals with full stakeholder maps. Section 4: stage-gate rule (which roles required by which stage).

• [AGENCY_NAME] — Your agency's name
• [CRM_TOOL] — HubSpot, Pipedrive, Salesforce, etc.
• [AVG_DEAL_SIZE] — Typical contract value
• [COMMITTEE_SIZE] — Average # of stakeholders per deal
• [STAKEHOLDER_TITLES] — Common titles on buy side (CMO, Head of Growth, Founder, Procurement)
• [LOST_DEAL_PATTERN] — How deals usually die (no champion, surprise blocker, procurement)

Agency: Anchor Performance | CRM: HubSpot Enterprise | Avg deal: $120k ACV | Committee: 4-6 people | Titles: CMO, Head of Growth, Founder, VP Finance, Marketing Mgr | Lost pattern: champion leaves company, surprise procurement review, or Founder pulls budget late

**Roles**
| Role | Definition | Signs | Capture | Action |
|---|---|---|---|---|
| Champion | Will sell internally for you | Returns calls, shares internal info, advocates in meetings | Why they care, what win looks like for them | Multi-thread early; back them up |
| Decision Maker | Signs the contract / final yes | Has explicit authority | Title, authority level, decision criteria | Direct relationship by Proposal stage |
| Economic Buyer | Owns the budget | Often Founder/CFO; not always on calls | Approval threshold, fiscal cycle | Build ROI case early |
| Technical Buyer | Vets the work | Marketing Ops, in-house specialist | Concerns, criteria | Custom answers in proposal |
| End User | Will use the work | Marketing Mgr, Coordinator | Workflow pain, what success looks like daily | Reference in proposal |
| Blocker | Will kill the deal | Procurement, legal, skeptical exec | What they oppose, why | Surface and address directly |

**Join object:** Contact Role (Contact ID, Deal ID, Role, Sentiment, Influence 1-5, Notes).

**Stage gates:** Discovery exit requires Champion + Decision Maker IDed. Proposal exit requires Economic Buyer mapped.

**Example:** $120k SEO + Paid deal at Acme: Champion=Head of Growth (Sara), DM=CMO (Tom), Econ=CFO (Lee), Technical=Marketing Ops (Ravi), End User=SEO Mgr (Jay), Blocker=Procurement (Pat). Sentiments: Champion / Supporter / Neutral / Supporter / Supporter / Skeptic.

• If you can't name a Champion by end of Discovery, the deal is in trouble. Make it a required field at that stage exit.
• Track Sentiment changes deal-over-deal. A Champion → Neutral shift is the loudest 'this deal is dying' signal in your CRM.
• HubSpot has native Contact Roles on Deal — use it. Don't rebuild this as custom contact properties.