Who Are Decision Makers in Business?
08 Nov 2022
5 min

Who Are Decision Makers in Business?

If you are engaged in B2B sales, you should know that selling to other businesses can be tough. This is because B2B sales require you to contact top-level decision-makers rather than regular customers. And finding them, as well as building trusted relationships, isn’t easy.

In order to get things right, B2B brands have to, first of all, know who decision makers in business are and how to find and reach out to them. Read on to find a detailed guide by LeadsForce that will get you on the right track!

Who Are Decision Makers in the Company Structure?

The name speaks for itself, a decision maker in a business is someone who has the power to make a business decision. As a rule, in the company structure, decision-makers take top positions within the company’s leadership.

These people are in charge of making the most challenging decisions that can impact the company’s operations, functioning, and revenues. Having such a high level of responsibility, effective decision-makers are great at critical thinking and problem-solving. They have to be able to recognize problems, weigh out all possible solutions, forecast the outcomes, and make decisions that will bring the most benefits to a company.

Why Are Decision Makers Important?

People in decision-making positions play a huge role in every business. They focus on establishing seamless and efficient company functioning and they are in charge of making decisions that stimulate business growth and success. By undertaking this responsibility, decision-makers let other company employees focus on their daily tasks and keep up productive work. But, the role of a decision-maker involves much more.

Here are some other big benefits that strong decision-makers bring to businesses:

  • Seeing the big-picture of the business and making the right decisions from the long-term perspective.
  • Helping businesses with the choice of effective partners that will propel revenues.
  • Crafting data-driven and goal-oriented strategies to help the company sell more and ensure customer satisfaction.
  • Helping generate winning marketing strategies that will build up brand awareness and drive more leads.
  • Planning functions, policies, and strategies to ensure that all employees feel comfortable and safe in the workplace and the business operates successfully.

Types of Decision Makers

One more thing you have to know before we will tell you how to find and interact with decision-makers in B2B sales is that there are a few different types of decision-makers. The types are defined by numerous factors, including the company, industry, and the role taken by a particular decision-maker.

Some of the most common types of decision-makers include:


Brand-centric decision-makers are in charge of everything related to the company’s brand image. They often solve problems and make decisions related to brand awareness and customers’ perception of the business. Also, they might be in charge of the company’s key competencies and functions that affect the business image. Finally, in order to improve the image and competencies, brand-centric decision-makers have the power to make decisions that affect the company’s culture to foster both a positive atmosphere for employees and a positive approach to customers.


The next type of decision-maker is called an aggregator. These people typically deal with problems and decisions related to the company’s financial growth. Aggregators can help companies make the right choice affecting their culture and financial outcomes. In order to make viable decisions and create winning strategies, these decision-makers often work closely with financial analysts and investors and leverage different technological systems.


Finally, there are also multifocal decision makers in business. These decision-makers have the widest range of responsibilities and, thus, are incredibly important for every company. Whether a problem is related to revenue, marketing, sales, brand, or other matters, multifocal decision-makers have the power to make decisions related to different goals and outcomes.

Having to deal with many different problems, multifocal decision-makers often leverage the trial-and-error approach in their decision-making strategies. They experiment with different approaches and methods to find what works best for their companies.

How to Find Decision Makers?

In the B2B sector, where businesses sell products and services to other businesses, sales teams have to deal with decision-makers a lot. After all, it is a decision-maker who will decide whether the product or service you offer is a good fit for their business.

Needless to say, the lead generation process in B2B is much different than it is in B2C. Finding the right decision-makers that will turn into your prospects is hard. But, not if you know where to look for them. So, here are some tips for a salesperson and B2B brands to find-decision makers:


Being the largest professional network on the Internet, LinkedIn offers plenty of opportunities for generating B2B leads. The majority of decision-makers from all industries and company types can be found on this social network.

With the help of accurate targeting, finding B2B leads on LinkedIn is easy. You can browse the employees of the company you are interested in and analyze their titles to find the ones responsible for decision-making. And the best part is that LinkedIn will also let you connect with freshly-discovered leads and start building relationships with them instantly.

Ready-Made Leads Lists

This is another opportunity you can use to acquire B2B leads. There are many services that will offer you to buy lead list that was pre-made. On the one hand, this option will allow you to get the contact data of hundreds of decision-makers instantly. But, on the other hand, buying ready-made lead lists is always a little risky.

Such lists are often not built using generic targeting options. Respectively, there is always a chance that leads included in such lists will not match your ICP well. Besides, such lists can contain invalid data and if that’s the case, buying one will be just a waste of time and money.


Finally, the easiest and most effective way for a salesperson to find the right decision-makers is to use LeadsForce. LeadsForce is a convenient lead generation tool that lets you run neatly targeted searches and discover thousands of B2B leads that match your ideal customer profile without a hassle.

What’s more, with LeadsForce, you will collect only valid and accurate information about your potential leads. So, don’t miss this opportunity!

Factors That Influence Interaction With Decision Makers

So, you’ve already found suitable decision-makers, what’s next? Before you reach out and attempt to convert them, here are a few things that will pre-determine the success or failure:


First and foremost, the impression you will make on a decision-maker and, respectively, their future decision will be affected by the research you do before reaching out. You have to know everything about the decision-maker’s company and its pain points to be able to offer a solution to their problem effectively.


Decision-makers are incredibly busy and value their time high. Thus, when you try to start a relationship with them, you have to acknowledge this and find the best timing for getting in touch.


When interacting with a business decision maker, you have to sound confident and professional to create trust. At the same time, you must demonstrate a positive and proactive attitude to keep them engaged. 


Before making a specific business decision, decision-makers carefully analyze the situation and access different solutions. Thus, in order to get them interested, you need a powerful pitch that highlights the value of your offer for a decision-maker’s company.


Decision-makers have a huge weight in every company. They are in charge of making the most important decisions and driving their companies toward success. Therefore, if you operate in the B2B sector, decision-makers will be the leads you are looking for. And, though the process of finding and converting them is slightly different compared to B2C leads, they are not that hard to spot.

Hopefully, this guide will help you grasp the idea behind decision-making roles and help you find the right decision-makers to drive your B2B sales!

Daniel Gorbenko
Daniel Gorbenko
Product Marketing Manager
Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products. Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products. Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products.
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