How to Identify the Right B2B Decision-Makers
Start With the Buying Process
The right decision-maker depends on your product and the target company. A purchasing role may manage sourcing, engineering may assess specifications, and operations may identify the practical need.
Think in Functions, Not Just Seniority
The most senior person is not automatically the most relevant contact. Research the functions involved in evaluating, specifying, sourcing and approving your type of product.
- Procurement and purchasing for supplier selection and sourcing.
- Engineering for technical fit and product specifications.
- Operations for applications and ongoing needs.
- Category and commercial teams for distribution and product-range decisions.
Confirm the Company Association
Professional profiles can help establish a person’s role and company association. Record the relevant profile and role context, and note when information is unavailable or uncertain.
Build a Usable Contact Map
Organise decision-makers by company and function. Where several relevant contacts are available, a structured contact map can help your team approach the account thoughtfully rather than repeatedly contacting the wrong person.
