Introducing Champions: The Customer Proof Engine for Modern B2B

TL;DR: Champions analyzes your existing customer calls to automatically generate 500+ proof artifacts per year—case studies, battle cards, testimonials, and QBR reports—personalized for every deal. You get 25-50x more customer proof at a fraction of the cost of building in-house.

The Deal You Lost Last Quarter

Your rep is 48 hours from close on a $250K deal. The prospect asks: "Do you have a healthcare customer who chose you over Competitor A?"

Your rep scrambles. Searches the case study folder. Finds three stories—none in healthcare. One vaguely mentions a competitor, but it's two years old and the champion left the company.

They send something generic. The prospect goes quiet. You lose the deal.

This happens every week. Not because you lack great customers—but because you can't surface the right proof at the right moment.

That's why we built Champions: a Customer Proof Engine that generates 500+ proof artifacts from conversations you've already had—optimized for every industry, segment, use case, and deal scenario.

Why Customer Proof Is Now Critical Infrastructure

Human Buyers Trust Customer Voices

97% of buyers trust peer content over vendor claims. Buyers complete 57-70% of their journey independently—researching on G2, asking peers, checking Reddit—before ever contacting sales. By the time they reach out, they've already formed opinions based on what your customers say about you.

Here's what that means for you: 86% of B2B purchases stall because buyers can't find the validation they need to move forward confidently. They're making high-stakes decisions—often with career implications—and they need proof that someone like them succeeded. When you can't provide that proof, deals stall.

AI Trusts Customer Voices Too

Here's the thing: it's not just human buyers who trust customer voices more than vendor claims. AI does too.

Your buyers aren't Googling anymore. They're asking ChatGPT, Claude, and Perplexity. Try it yourself—ask ChatGPT "What's the best contract management software for mid-market companies?"

Watch what happens. The AI doesn't cite your marketing website. It synthesizes authentic customer voices: G2 reviews, Reddit threads, case studies, community discussions. These are the sources AI models trust for recommendations—because they represent real people with real opinions, not vendor marketing.

If your customer stories aren't findable in those sources, you don't make the AI-generated shortlist. You're invisible before the buyer even knows you exist.

Customer proof is now doubly critical: for the humans making decisions, and for the AI shaping their research.

The Impossible Math Problem

Most B2B companies have 12-15 case studies. Here's what prospects actually need:

Industry-specific proof (Healthcare buyers need healthcare stories), Segment-specific proof (SMB, mid-market, enterprise need different validation), Use case proof (Each use case needs its own success stories), Competitive proof ("Why we chose X over Y" for each competitor), Stage-specific proof (Different proof for awareness, consideration, decision, renewal).

The Math: 6 industries × 3 segments × 5 use cases × 3 competitors × 4 stages = 1,000+ proof point needs

Your 15 case studies = 1.4% coverage

A typical midsize company spends $400-500K per year on customer proof efforts—and produces 15-20 case studies. Each one takes 8-12 weeks. That's half a million dollars for 1.4% of the proof coverage you actually need.

What Champions Is

Champions is a Customer Proof Engine that systematically generates proof assets across your entire revenue lifecycle—from top-of-funnel content to bottom-of-funnel battle cards to renewal QBR reports.

We integrate with your call recording platform (Gong, Fathom, MindTickle), analyze 2-3 years of customer conversations, and generate 500-1,000+ proof artifacts per year—optimized for every deal scenario your team faces.

Your sales reps get the right proof at the right moment. Your marketing team has ammunition for every campaign. Your customer success team has verified outcomes for every renewal.

How Champions Works

1. Automatic Champion Identification

We continuously analyze your customer conversations to identify which accounts are most satisfied and engaged, which individuals are ready to advocate, real-time sentiment tracking, and champion profiles with outcomes achieved.

Why It Matters: The biggest bottleneck isn't writing—it's knowing WHO your champions are. Most companies guess. We eliminate the guesswork.

2. Proof Extraction at Scale

From champions and their conversations, we extract testimonials, pain points, competitive insights, and buying criteria from sales calls. From CS calls, we extract verified outcomes, success metrics, and expansion signals.

The Quality Difference: Traditional approach interviews one person 18 months later who barely remembers. Champions analyzes 10-20 conversations with multiple stakeholders in real-time, with exact quotes and specific metrics.

3. Proof Generation Across the Revenue Lifecycle

From each champion, we generate 20-30+ artifacts optimized for every stage:

TOP OF FUNNEL (8-10 artifacts): Industry-specific case studies for SEO. Customer testimonials for social proof. Streamlined G2/Gartner review generation. LinkedIn posts and social content.

MIDDLE OF FUNNEL (8-10 artifacts): Segment-specific stories. Use case-focused success stories. Competitive replacement narratives. Persona-specific proof. ROI materials for internal justification.

BOTTOM OF FUNNEL (8-10 artifacts): Hyper-personalized proof packets for active deals. Battle cards with real customer quotes. Security and compliance validation stories. Executive-level proof.

RETENTION & EXPANSION (4-6 artifacts): Verified outcome reports auto-extracted from CS calls. QBR executive summaries. Expansion ammunition showing peer companies who scaled.

4. Just-in-Time Proof Personalization

Your rep is in a competitive deal with a mid-market healthcare company, evaluating you against Competitor A, needing to convince CFO, VP Ops, and IT Director.

What we do in hours (not weeks): 2-3 healthcare case studies from your portfolio. Mid-market success stories ($50-150M range). "Why 3 companies chose us over Competitor A" battle card. Integration success stories for their tech stack. Persona-specific proof: ROI for CFO, efficiency for VP Ops, security for IT.

Impact by Team

Marketing: From 15 case studies/year with constant scrambling → 500+ artifacts, all industries covered, zero scrambling.

Sales: From generic proof and lost deals → Right proof in seconds, 20-50% higher win rates.

Customer Success: From reconstructing outcomes from memory → Verified outcomes auto-extracted, undeniable ROI.

Getting Started

Week 1: Connect to Gong, Fathom, or MindTickle. We analyze your call library. First champions identified within days.

Week 2: Proof artifacts generated from your best customer conversations. Review and approve with your team.

Ongoing: Continuous generation from every new conversation. Your teams access proof on demand. Library grows automatically.

Customer Proof Is Now Revenue Infrastructure

For too long, customer proof was a marketing tactic—nice to have, created manually, always falling short.

That era is over.

When buyers trust peers over vendors, when AI synthesizes customer voices to form recommendations, when company content has lost credibility, customer proof is no longer optional. It's the infrastructure that builds buyer confidence, the discoverability that makes you visible to AI research, and the credibility that differentiates you from AI-generated noise.

We built Champions to systematically surface what you've already earned: the trust, outcomes, and advocacy of your customers.

The conversations have already happened. The proof points exist. The success stories are in your call recordings, waiting to be unlocked.

You can't ChatGPT your way to customer testimonials. That's why systematic customer proof generation is now essential infrastructure.

Welcome to the Customer Proof Engine.