Targeting the decision-makers - who holds the power?
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A well-crafted pitch means nothing if it’s delivered to the wrong person. You could have the best messaging, presentation, and value proposition, but if it lands in the wrong inbox, it’s wasted effort. Yep, you can ask to forward your message to the right person, but will it really happen?
Every business has multiple stakeholders, with their own priorities and concerns. Financial decision-makers prioritize budget and ROI, technical staff focus on system compatibility, end-users value ease of use, executives consider long-term strategy, and internal champions can promote your solution within the company
This guide by DMT Business Development breaks down the key business decision-makers, their motivations, and the best ways to set an appointment with them.
Who are the key decision-makers?
Business decisions typically involve 5 key stakeholders - the financial gatekeeper, the technical expert, the end user, the executive, the champion.
How do financial decision-makers evaluate a purchase?
They control the budget and whether spending aligns with company goals. Their focus is on profitability, cost savings, and return on investment.
What concerns do technical decision-makers may have?
Technical experts may want to know whether the solution integrates with their systems, about its security, compatibility, and long-term maintenance.
Why do end users matter in the buying process?
The people who use your product every day are the end users, like Managers. If they don't like it, no one will use it - even if the CEO approves the purchase.
What do executives want to know when making decisions?
Executives are big-picture thinkers. They look at market positioning, long-term strategy, and company growth rather than product details - all this should be in the message.
What role do internal champions play?
Champions advocate for your solution within the company, even if they don’t have the final say. Their support can be key to getting the decision-makers on board.
Who makes decisions in small vs. large companies?
Decision-making power varies based on company size:
- under 10 employees - the CEO.
- 10-50 employees - VPs and department heads.
- 50-500 employees - specialized managers in Sales, Marketing, and Operations.
- 500+ employees - regional roles (e.g., North America Sales Director).
Avoid a generic approach - instead, customize your message to address the specific needs and concerns of each decision-maker.
Download the full guide to learn more!
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