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Names the roles precisely (end user, champion, economic buyer, influencer, veto power, procurement) so you stop calling everyone a decision maker. It is the one page to keep open while you map an account.
The Decision-Making Unit: The Who-is-Who of Your B2B Sales Process
From Disciplined Entrepreneurship (MIT) by Martin Giese and Matthias Hilpert 10 min read
- Bill Aulet's decision-making unit has three primary roles: end user, champion, and primary economic buyer.
- The champion wants the purchase to happen and may or may not be the person who will use the product.
- Beyond the three, map influencers, veto powers, and the purchasing department, each of which can stall a deal.
