Decision-makers are the people who have the authority to approve or purchase a product or service—the ones who hold the power (and the wallet). They play a crucial role in the buying process as their approval is necessary for securing a deal.
Examples:
An office manager may want to provide a laundry service for employees, but the final approval rests with the company's Chief Operating Officer (COO), who controls the budget. In this case, the office manager influences the decision, but the COO is the true decision-maker.
Related Terms:
End User, Influencer, Customer Discovery