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Influencers
Individuals or groups whose opinions might count and whom the decision maker
might listen to, even in an informal way.
Recommenders
The people carrying out the search and evaluation process and who make a
formal recommendation for or against a purchase.
Economic Buyers
The individual or group who controls the budget and who makes the actual
purchase. Their concerns are typically about financial performance and
budgetary efficiency.
In some cases, the economic buyer may sit outside an organization, such as a
government paying for the basic medical supply in nursing homes for elderly
citizens.
Decision Makers
The person or group ultimately responsible for the choice of a product/service
and for ordering the purchase decision. Decision makers usually have ultimate
authority over the budget.
End Users
The ultimate beneficiaries of a product or service. For a business customer, end
users can either be within their own organization (a manufacturer buying
software for its designers), or they can be external customers (a device
manufacturer buying chips for the smartphones it sells to consumers). End users
may be passive or active, depending on how much say they have in the decision
and purchase process.
Saboteurs
The people and groups who can obstruct or derail the process of searching,
evaluating, and purchasing a product or a service.
Decision makers typically sit inside the customer’s organization, whereas
Influencers, recommenders, economic buyers, end users, and saboteurs can sit
inside or outside the organization.
