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A champion on one deal, a decision-maker on another

November 2, 2026

0:34

People think association labels are a data-model chore. Here's where I see them earn their keep in B2B: "somebody can be a champion on one deal and a decision-maker on another."

Or a past decision-maker who's now a detractor. That informal buying committee power dynamic is the thing worth capturing, and a label can tell you at a glance that there's no champion on this deal.

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