Influencer

The complexity of most business organizational structures today leads to most B2B buying decisions to evolve a wide cast of characters. While multiple stakeholders sit on the average B2B buying committee, it’s helpful to define their parts in the overall process. The types of roles and influence will vary depending on industry and size of the prospect’s company, but generally research shows that there are typically 3 to 5 groups inside a company that influence a buy decision including IT, finance, and HR.  Any individual within any of these groups are a potential “Influencer” in purchase decision and thus a factor in any sales opportunity.