Business-to-business marketing is always about changing the behavior of several people at once. Getting a champion is great, but at some point, you have to precipitate a larger movement through the company. The legal and purchasing departments have to get on board. You have to arm your champion with the tools to realize big change. One helpful approach is to study social movements.
Only Dead Fish [swim with the current]: How Movements Happen, 2012-Sep-26, by Neil Perkin
Societal movements, he says, "rely on social patterns that begin as the habits of friendship, grow through the habits of communities, and are sustained by new habits that change participants' sense of self."