You’re at a networking event, when someone mentions “champion tracking” and you nod sagely while your brain screams, “What in the name of LinkedIn is that?!” Fear not. Today, we’re diving into the intricacies of champion tracking – and no, it has nothing to do with following Olympic athletes on Instagram.
The unsexy definition
Champion tracking is essentially keeping tabs on key contacts who can influence decisions within an organization. These aren’t just any contacts. They are the people who can either push your proposal through or send it to the corporate equivalent of the Bermuda Triangle.
Unlike what most articles will tell you, champion tracking isn’t about making a spreadsheet and forgetting about it (though there will be spreadsheets – we’re not animals). It’s about creating a living, breathing strategy that evolves as your relationships do. It’s like dating, but with more email signatures and less ghosting. Actually, scratch that – there’s still quite a bit of ghosting.
Why regular people fail at this (and how you won’t)
Most folks approach champion tracking with all the subtlety of a toddler playing hide-and-seek – they think if they can’t see you, you can’t see them. They’ll make a contact list, send a mass ‘personalized’ email, and wonder why their open rates are struggling.
Champion tracking is a marathon disguised as a series of seemingly unrelated sprints. Be present without being that person – you know, the one who somehow appears in every LinkedIn comment section.
Identifying your champions
Before you can track champions, you need to know who they are. And contrary to popular belief, the person with the fanciest title isn’t always your target. Sometimes, it’s the unassuming executive assistant who’s been with the company for 15 years and knows where all the metaphorical bodies are buried.
Here’s a quick litmus test for identifying potential champions:
- They have influence (either formal authority or the ear of someone who does).
- They have shown interest in what you’re offering.
- They stand to benefit from your success.
- They return emails within the same geological era they were sent.
The tools that weed out the pretenders
Let me share some tools you’ll want to add to your bookmark list.
Wiza Monitor
- Wiza Monitor actively tracks when your champions change jobs or get promotions, sending you real-time alerts.
- It’s particularly useful when you’ve identified potential champions but want to stay one step ahead of their career moves.
- The tool offers pay-as-you-go options, making it accessible even for smaller businesses.
- What most people don’t know is that Wiza also provides data on email validity, giving you a confidence score for each email address so you don’t waste time on digital dead ends.
Copper
- Formerly ProsperWorks, this CRM was built specifically for Google Workspace and automatically captures data from your Gmail, Calendar, and Drive.
- What makes it champion-tracking friendly is its relationship score feature, which tells you when relationships are going cold so you can warm them up before they freeze over completely.
Followup.cc
- This simple but powerful tool lets you set email reminders without cluttering your task list.
- Just BCC followup@followup.cc with a time frame (like 3days@followup.cc) and you’ll get a reminder to follow up if you haven’t received a response.
- It’s like having a tiny, punctual assistant who only does one thing but does it perfectly.
The tracking matrix
Forget those overly complicated tracking systems that require a PhD in Excel formulas.
Here’s a straightforward matrix:
- Champion level: Rate from 1-5 (1 = aware of you, 5 = actively advocates for you).
- Decision influence: Rate from 1-5 (1 = minimal influence, 5 = ultimate decision maker).
- Engagement frequency: How often you should be in contact (weekly, monthly, quarterly).
- Last meaningful interaction: Date and brief description.
- Next action: A specific next step with a deadline.
- The ‘reciprocity opportunity’ column: Take note of what you can do for them, not just what they can do for you. Maybe their kid is applying to your alma mater, or they’re looking to break into speaking engagements, and you know an event organizer. These nuggets are invaluable and are often learnt in casual conversation, not formal meetings.
Nurturing champions without coming off as a sociopath
Here’s where most people go wrong: they treat champion tracking like a mechanical process rather than relationship building. Yes, you need systems, but those systems should support genuine interactions, not replace them.
Some effective nurturing strategies:
- The low-pressure check-in: “No response needed, just wanted to share this article that made me think of our conversation about [specific topic].”
- The genuine congratulations: Set Google Alerts for your champions and their companies so you can sincerely congratulate them on wins.
- The unexpected connection: “I just met someone facing the exact challenge you solved last year. Would you mind if I connected them with you? Your insight would be incredibly valuable.”
Read our guide: How to track job changes for free (without LinkedIn Premium)
When to let go (yes, sometimes you should)
Sometimes, you need to cut bait. Not every potential champion will become an actual one, and there’s an opportunity cost to nurturing relationships that aren’t bearing fruit.
Signs it might be time to reclassify or release a champion:
- Despite your efforts, they’ve been stuck at the same champion level for over six months.
- They’ve changed roles or companies and no longer have relevant influence.
- They consistently engage but never in ways that move the relationship forward.
- Your gut tells you they’re just not that into you (professionally speaking).
This isn’t about burning bridges but reallocating your finite relationship-building energy to more promising connections. Keep these contacts in your network, but move them from ‘active nurturing’ to ‘passive maintenance.’
Scaling up without selling out
As your network grows, maintaining meaningful connections becomes increasingly challenging. Success lies in thoughtful segmentation and selective automation.
Break your champions into tiers:
- Tier 1: High-influence, highly engaged champions (fully personalized communication).
- Tier 2: Medium influence or engagement (semi-personalized).
- Tier 3: Lower current relevance but potential future value (tasteful automation with personalized touches).
What works well is creating a private Twitter list of your champions (they can’t see they’ve been added) and authentically engaging with their content. It’s public but feels more natural than constant emails.
The long game disguised as a series of small wins
Champion tracking boils down to nurturing relationships with people who can champion your cause because they genuinely believe in it and you.
The most successful champion trackers don’t see themselves as ‘tracking’ anyone. They connect dots between people and opportunities, solve problems, and create value in ways that benefit everyone involved.
Their systems exist in the background, ensuring no relationship falls through the cracks, but the foreground is all authentic human connection.
Frequently (and quizzically) asked questions and answers
Isn’t champion tracking just glorified stalking?
Only if you’re doing it wrong will the difference lie in mutual benefit and respect for boundaries. You’re on the right track if you’re adding value to your champions’ lives and not just extracting it.
How many champions should I be tracking at once?
Quality over quantity is the rule here. Most professionals can meaningfully track between 15 and 25 active champions. Beyond that, you’ll likely start dropping balls or resorting to impersonal automation.
What if my champion leaves their company?
This could be either a setback or an opportunity. If they move to another relevant organization, you now have an inroad there. Either way, maintain the relationship – people change roles frequently, and today’s non-champion could be tomorrow’s decision-maker.
How do I know if my champion tracking is working?
Look for champions moving up your engagement scale, increased referrals, and champions proactively reaching out to you. The ultimate indicator is champions advocating for you when you’re not in the room.
Is it ethical to track information about people’s personal lives?
There’s a clear line between noting that someone mentioned their kid’s soccer championship (appropriate), finding out what time said championship is, and showing up uninvited (restraining order territory). When in doubt, ask yourself: “Would I be comfortable if they knew I was tracking this information?”
One Response
Nice post!