In B2B sales, the decision maker represents the individual at the prospect company who ultimately has the authority and budget to make the final purchasing decision. Identifying the economic buyer and other empowered decision makers early enables targeting the right contacts.

Decision makers often evaluate options and criteria differently than influencers. Connecting with key decision makers directly is pivotal for accurate needs assessment and crafting aligned proposals. Securing meetings with the true decision makers is imperative for closing sales.

Selling to the full buying committee while uncovering the final sign-off remains an art. Savvy sales teams shape strategies to first convince decision makers rather than starting broad.

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