Champion / Economic Buyer Voice Digest
Question it answers: What do actual champions and economic buyers say in their own words — their concerns, their language, what they care about?
Cadence: Monthly
GTM owner: PMM
Data sources
Internal: Interactions filtered to is_champion = true and is_economic_buyer = true on deal_stakeholders. Cross-referenced with role_level, crm_role, and champion_score to rank by confidence. Raw utterances from call transcripts attributed to these stakeholders. Sentiment and topic tags from interaction_enrichment.
External: None. The value is specifically that this is unfiltered first-party voice.
Living Document
A monthly digest of what champions and economic buyers are actually saying. This is direct-voice content — not paraphrased, not summarized into bullet points, but grounded in real quotes. Sections:
- Who we're hearing from — aggregate breakdown of champion/EB roles, seniority levels, and industries represented this month
- Champion voice — top 5–8 themes from champions, each with 2–3 direct quotes and a brief synthesis of what they're signaling
- Economic buyer voice — same treatment for EBs, noting where their concerns differ from champions
- Shared language — words and phrases that appear repeatedly across both groups; what language resonates
- Objection patterns — concerns or hesitations raised by EBs specifically (the buying-decision blockers)
- What's new vs. last month — any themes or language patterns that have emerged or shifted
Monthly cadence means this becomes the ground truth for persona cards, messaging decks, and sales enablement materials.
Page
A live view of stakeholder voice data for anyone who wants to explore without reading the full digest.
Stats row:
- Total champions identified (active deals)
- Total economic buyers identified (active deals)
- Avg champion score across active pipeline
Table — Champions: One row per identified champion — name, company, role, champion_score, deal stage, top topics mentioned, last interaction date.
Table — Economic Buyers: Same structure for EBs.
Radar chart: Topic coverage — how frequently each major topic category appears in champion vs. EB conversations (shows where their concerns differ).
Word-frequency view (implemented as a table with count): Top 20 phrases/terms used by champions and EBs, ranked by frequency.