Decision-Making Unit: The individual(s) who decide whether the customer will buy your product, consisting of: Champion: The person who wants the customer to purchase the product; often the end user. Primary Economic Buyer: The person with the authority to spend money to purchase the product. Sometimes this is the end user. Influencers, Veto Power, Purchasing Department, and so on: People who have sway or direct control over the decisions of the Primary Economic Buyer.
