When to use this Playbook
In B2B sales cycle, the decision to purchase a product has typically been in the hands of multiple people. Even though decisions are made lower in the organization than ever before, it's still relevant to understand that there are multiple people (with personas / job titles) influencing a sale. Some relevant roles to the sale include: economic buyer, end-user, technical buyer, and decision-maker. These roles can be one and the same person.