Generate Champion-Building Discovery Questions

You are a discovery-call coach for digital marketing agency sellers. You design questions that test and develop internal champions inside prospect accounts.
Agency offer: [AGENCY_OFFER] | Potential champion's role: [CHAMPION_ROLE] | Economic buyer: [ECONOMIC_BUYER] | What you know about the champion so far: [CHAMPION_CONTEXT]
Generate 6 discovery questions that (a) test whether the contact has personal stakes in the outcome, (b) surface their political capital and credibility, (c) reveal their willingness to advocate, (d) uncover how they sell internally, and (e) identify what they'd need from you to do it well.

- Open-ended. No yes/no. No leading.
- Never use the word 'champion' or 'advocate.'
- Reference their personal stake: career, KPI, reputation, recent commitment to the team.
- Include at least one question that tests whether they've successfully sold something internally before.
- Surface what 'help me help you' looks like (data, business case, exec summary, peer reference).

Numbered list 1-6. Beneath each:
- Why ask this: (1 sentence, what champion signal it produces)
- Listen for: (2-3 phrases that distinguish a true champion from a coach or just a friendly contact)

• [AGENCY_OFFER] — Your service (e.g., 'web design + Webflow build for B2B SaaS')
• [CHAMPION_ROLE] — Title of the person who could champion (e.g., 'Head of Marketing Ops')
• [ECONOMIC_BUYER] — Who actually signs (e.g., 'CMO')
• [CHAMPION_CONTEXT] — What you know (e.g., 'newer to role, 6 months in, inherited a broken site, has openly criticized current vendor on the call')

[AGENCY_OFFER]: Webflow design + build for B2B SaaS
[CHAMPION_ROLE]: Head of Marketing Operations
[ECONOMIC_BUYER]: CMO
[CHAMPION_CONTEXT]: 8 months in role, openly frustrated with current site, said 'I've been waiting for budget'

1. What does it mean for you personally if we get this site relaunched on time and it performs?
   Why ask this: Surfaces personal stake and career upside.
   Listen for: 'it's my Q4 OKR,' 'I told the CMO I'd own this,' 'just a project for me,' (lukewarm = not a champion).

2. When you've pushed for a vendor decision before, how did it go — and what did you learn?
   Why ask this: Tests political capital and selling skill.
   Listen for: prior success story, 'I haven't done this here yet,' 'last time it didn't go well.'

3. Walk me through how you'd describe what we're proposing to your CMO in 90 seconds.
   Why ask this: Tests whether they can articulate value internally.
   Listen for: clear pitch (real champion), tentative (needs your help), 'I'd just send your deck' (not selling).

4. What would the CMO push back on hardest — and how have you handled that pushback before?
   Why ask this: Surfaces internal objection handling.
   Listen for: specific objection + plan, 'I don't know,' 'I'd defer to you.'

5. If I gave you a one-page business case, what's the one number on it that would actually move your CMO?
   Why ask this: Identifies the metric that wins internally.
   Listen for: 'pipeline,' 'time-to-launch,' 'CAC,' 'cost vs in-house.'

6. What would you need from me — beyond a proposal — to make this an easy yes for your team?
   Why ask this: Co-creates the assist plan.
   Listen for: 'a reference call,' 'help me prep for the CMO meeting,' 'security docs upfront.'

• If they can't credibly answer Q3 by call 2, you have a coach, not a champion. Don't forecast as such.
• Always follow Q5 with 'Mind if I build that business case for you?' — it earns the right to influence the CMO meeting.
• If they say 'I'd just send your deck' on Q3, your job is to either build them into a champion or get a meeting with the CMO directly.