A B2B deal rarely involves just one decision-maker — usually there’s a user (will actually use the product), an influencer (has an opinion, but not the final say), and a budget owner (approves the spend).
Why this segmentation matters
- Each role responds to different arguments — the user cares about ease of use, the budget owner about price and ROI
- Knowing who’s who helps explain why a deal is “stuck” — maybe you haven’t reached the real decision-maker yet
- Communication can be tailored to each role separately, rather than treating everyone the same