Who are the key decision-makers in B2B sales?

Published November 20, 2023


Discover our strategies to help you find key decision-makers and optimize your chances of closing deals.

🎯 Key points to remember

  • Identifying key B2B decision-makers (Financial Custodian, Technical Expert, End-User, Executive, Champion) requires an approach tailored to each type.
  • Use tools like LinkedIn, organization mapping, and marketing data to find and contact these decision-makers.
  • Perseverance, adaptability and the importance of genuine relationships are crucial to success in B2B sales.

How to identify key decision-makers to boost your B2B sales

In the world of B2B sales, success often hinges on the ability to identify and engage the right people. You may have the best product or service, but if you're not talking to the right people, your efforts can be in vain. Here are some strategies to help you find key decision-makers and maximize your chances of closing deals.

Understanding the different types of decision-makers

Every organization, from start-ups to multinationals, operates with a decision-making hierarchy. Identifying and understanding the different types of decision-makers can greatly improve your approach and the effectiveness of your sales pitch. Here are the five main types you're likely to encounter in your B2B journey:

  1. The Financial Guardian: These individuals, often with titles such as CFO or COO, are the guardians of the organization's finances. They evaluate all purchasing decisions in terms of their financial implications. When dealing with them, come prepared with data, highlighting the potential savings or revenue growth your solution can offer.
  2. The Technical Expert: These are the organization's technological gurus. They're interested in the technical details of a product. Be prepared to go into technical detail and offer live demonstrations or technical documentation.
  3. The End-User: This group represents the people who will actually use your product or service on a daily basis. For them, a hands-on approach works best. Offer product trials, training sessions or in-depth demonstrations.
  4. The Executive: These high-level decision-makers are interested in how decisions align with the company's long-term vision, mission and strategy. When engaging in discussions with them, be concise and strategic.
  5. The Champion: Although not necessarily at the top of the hierarchy, champions are influencers within the organization. They can be your internal advocates and can rally support for your cause.

How to identify key decision-makers

  • Use LinkedIn: LinkedIn is one of the best resources for finding decision-makers. Having common connections makes it easier to create a vote of confidence in your favor.
  • Map the organization: If you're having trouble deciding who to contact, the next step is to map the organization you're targeting.
  • Read the news: Subscribing to newsletters about your industry and prospects gives you the edge. You'll be informed of role changes, new hires, mergers, acquisitions and IPOs.
  • Befriend the gatekeeper: If you still can't find a decision-maker, it may make sense to find the best alternative: the gatekeeper or an influencer.
  • Use marketing data: Use the marketing data at your disposal to discover the consumption habits of a potential decision-maker.
  • Find their contact details: Once you've found the person who makes the decisions, you're 75% of the way there. Fortunately, there are many tools to help you find out how to contact them.


  • Connecting with the right decision-maker is a combination of tenacity and adaptability. If you don't get it right the first time, don't worry. Simply pivot and try a new tactic. In today's digital age, a multitude of tools are at your disposal to facilitate and energize your quest. But never forget the power of authentic relationships across the organization. After all, meaningful connections go beyond who holds the corporate card!

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