In business, no deal is made without one person: a decision maker. Business decision makers are the ones who have the power to turn your pitch into a yes—or shut it down completely.
But the thing is, they aren't always so easy to find. Not to mention, even when you think you're talking to one, there’s a chance you’re not.
So, how do you actually get your product/service in front of those who call the shots?
- Identify B2B decision makers based on role, hierarchy, and behavior,
- And find them in real-life situations,
Shall we?
What are business decision makers?
Business decision-makers are individuals within an organization who have the authority to approve budgets, form partnerships, and make key strategic decisions.
Why are decision makers important in business?
Decision makers are responsible for shaping the direction of a business. In other words, their choices directly impact a company’s success—or failure.
They are especially invaluable in B2B environments because they:
- Drive progress - By deciding where resources go, which strategies to pursue, which partnerships to form, and more.
- Maximize efficiency - They prioritize initiatives and allocate resources in ways that ensure teams focus on what truly matters without getting distracted.
- Shape the future - They identify trends and adapt strategies to keep the company ahead of the competition, thereby setting the foundation for long-term success.
- Create opportunities - They explore new possibilities through strategic decision-making. This can include entering untapped markets, facilitating collaboration with key industry players, or supporting initiatives that lead to fresh revenue streams.
- Unlock potential - Their approval enables teams and companies to act on ideas, scale operations, and achieve goals faster.
How business decisions are made
Before you start identifying who makes decisions, it’s important to understand how they’re made.
While each company has its own quirks, most business decisions, especially in B2B, follow a similar flow:
- The problem or need is identified (e.g., declining lead quality, outdated tech stack, new market expansion).
- Stakeholders evaluate options - Internal teams research solutions, compare vendors, and consider costs, ROI, risks, and integration.
- Decision maker approves the solution - This is where the business decision-maker steps in to greenlight or reject a proposal.
- Procurement and implementation - Legal, finance, and operations get involved to finalize contracts and roll out the solution.
- Post-decision review - Teams measure outcomes against expectations, whether that’s revenue growth, cost savings, or improved workflows.
Why does this matter, though? Because depending on where you enter this process, your message needs to match the moment. If you catch someone at Step 2, your pitch should inform and educate. Step 3? Go in with proof, speed, and clarity.
Who are business decision makers by role and hierarchy?
Some titles have become synonymous with decision-making.
But the truth is, whether or not someone is considered a decision-maker depends not so much on their title but more on the company’s size, structure, and the type of decisions being made.
Regardless, there are certain roles and hierarchical levels where they’re commonly found.
C-Level executives
These are the ultimate decision makers in most organizations and are defined by titles such as:
- CEO - Chief executive officer
- CFO - Chief financial officer
- CTO - Chief technical officer
- CMO - Chief marketing officer
C-level executives are responsible for the big-picture strategy, resource allocation, and final approvals on major decisions (e.g., high-stakes partnerships, significant investments, organizational changes).
Department heads and directors
Another type of decision makers are department heads (e.g., Head of Sales, Head of Marketing, IT Director, etc.).
These individuals don’t have the final say in multi-million-dollar deals. Nonetheless, since they know their departments best, they often make decisions on a department level. This is especially true in larger organizations.
Managers and team leads
At a more granular level, managers and team leads can make decisions about operational matters. They don’t control the company’s overall direction, but they often influence decisions by identifying needs, shortlisting options, and providing feedback to higher-ups. If you’re pitching a service or product that solves everyday challenges, these individuals can be your entry point.
Hierarchy matters—but so does context
No company has the same structure, and who’s in charge will often depend on the size of the organization.
For example, in small business environments, decision-making may rest solely on the owner or founder.
Meanwhile, in mid-sized companies, decisions typically involve multiple layers of authority, starting from managers to directors.
As for enterprise-level organizations, these often require consultation between cross-departmental teams and C-level executives.
Thus, you need to understand where decision makers sit within the specific company’s hierarchy. Only then can you be sure you’re targeting the right individuals.
5 Types of business decision makers based on behavior
Job titles and hierarchy can clue you in on who decision makers might be. But it’s their behavior that tells the full story.
That said, here are 5 types of business decision makers according to the way they make decisions. You’ll also find questions they may ask to help you recognize them, actionable tips on how to approach them, along with message templates.
Types of business decision makers by role & behaviorTypeCommon titlesBehavior styleHow to identifyHow to pitchBrand-centricCMO, VP of MarketingTrust & reputationFrequently brings up brand perception, reputation, or audience trust as top prioritiesUse testimonials and case studiesAggregatorAnalysts, ManagersData-focusedRelies on team input and asks for materials to review or circulate internallyShare whitepapers, demos, and researchMultifocalCOO, Director of OperationsStrategic, big-pictureMentions cross-functional alignment, long-term strategy, or scalabilityShow impact across departmentsRisk-takerGrowth Lead, CEOFast-moving, boldExpresses interest in innovation, speed, or staying ahead of the curveHighlight uniqueness + potential gainsCautiousCFO, IT ManagerROI-driven, risk-averseFocuses on numbers, risk mitigation, and implementation timelinesShow proven results, timelines, and ROI
1. Brand-centric
These decision makers are heavily influenced by a brand’s reputation and image. For them, trust in your company is just as important as the quality of your product or service.
They’ll ask questions like:
- What’s your track record in the industry?
- Who else have you worked with?
- Is your company seen as an industry leader?
How to approach them:
Highlight your brand’s credibility because that’s what they are drawn to. To do so, use case studies, testimonials, or showcase awards your company has received.
Template:
Hi {{FirstName}},
I’ve noticed how {{CompanyName}} consistently stands out in the {{Industry}} space.
Companies like yours have, with our help, won industry awards, built credibility, and boosted customer trust by {{X%}} in under {{Timeframe}}.
I’d love to explore how we can enhance your brand’s reputation and set you apart from the competition. Would you be open to a quick call this week?
Best,
Real-life example:
2. Multifocal
Multifocal decision makers consider multiple angles when making a choice. They look at how a decision impacts various aspects of the business, including budget, operations, scalability, and team morale.
They’re the ones saying:
- How does this fit with our long-term strategy?
- Will this disrupt existing workflows?
- What are the potential trade-offs?
How to approach them:
Show how your product or service benefits their organization across the board.
Template:
Hey {{FirstName}},
It must be hard juggling costs, operations, and long-term growth at {{CompanyName}}.
At {{YourCompany}}, we specialize in {{YourSpecialty}} that {{SpecificBenefit}}.
I’d love to share a quick overview of how our platform adapts seamlessly across various departments, ensuring every angle of your operation is covered. Care for a quick demo or call?
Best,
Real-life example:
3. Aggregators
Aggregators are all about gathering data, input, and opinions before making a decision. In other words, they seek consensus and rely on feedback from their teams or peers.
You’ll commonly find them saying:
- I’ll need to discuss this with my team.
- Can you provide more information for us to review?
How to approach them:
Equip them with detailed resources and supporting materials such as product demos, white papers, or detailed proposals they can share with their team. Be patient, though, as these process-oriented individuals value thoroughness over speed.
Template:
Hi {{FirstName}},
I understand you often gather input from various stakeholders before making big decisions at {{CompanyName}}.
To help streamline that process, I have a comprehensive set of resources—{{SpecificResources}}—that you can share with your team.
Once everyone has had a chance to review, I’d be happy to discuss specific needs and concerns to ensure a perfect fit.
Interested in getting these materials?
Best,
Real-life example:
4. Risk-takers
Risk-takers are bold business decision makers who prioritize innovation and speed. As such, they’re willing to embrace uncertainty for the potential of big rewards.
You’ll hear them say things like:
- Let’s be the first to try this out.
- We’re looking for a game-changer.
How to approach them:
Focus on innovation and differentiation, all while emphasizing what makes your solution unique and how it can give them a competitive edge. Nonetheless, be ready to discuss contingency plans, to let them know you’ve considered potential risks.
Template:
Hi {{FirstName}},
I noticed your track record at {{CompanyName}}, and it shows me you’re open to bold moves that can give you a competitive edge.
Our latest solution, {{YourProduct}}, is still in development but has already shown a {{X%}} increase in efficiency among early adopters.
If you’re interested in pioneering something fresh and innovative, let’s chat. I’d be happy to share how we handle any potential bumps in the road.
Best,
Real-life example:
5. Cautious
The opposite of risk-takers, cautious decision makers prioritize safety and predictability. Thus, they’re methodical and prefer to stick with tried-and-true solutions.
Common phrases include:
- Has this been proven in similar industries?
- What’s the guarantee this will work?
- What’s the ROI, and how soon can we expect it?
How to approach them:
Provide reassurance. In other words, use proven results, ROI data, and clear timelines to put their minds at ease.
Template:
Hi {{FirstName}},
I noticed you value tried-and-true solutions with clear payback.
{{YourCompanyName}}’s approach has helped clients across {{Industry}} achieve up to {{X%}} ROI within {{Timeframe}}—and we document every stage to keep you informed and reduce uncertainty.
I’d be happy to walk you through these results and answer any questions about the timeline or implementation. Interested in a brief call?
Best,
Real-life example:
