What is a Decision Maker?
The decision maker is the person with final authority to approve a purchase, sign a contract, or allocate budget. In B2B sales, this is often a VP, Director, or C-suite executive, though the title varies by company size and deal value.
Identifying Decision Makers
- Small companies (1-50 employees): Usually the CEO or founder
- Mid-market (50-500): VP or Director of relevant department
- Enterprise (500+): Often a committee with one ultimate decision maker
Why Targeting Decision Makers Matters
Selling to non-decision-makers wastes 40-60% of sales cycle time. Even if a mid-level contact loves your solution, the deal stalls when they have to "run it up the flagpole." Direct access to decision makers can cut sales cycles by 30-50%.
Common Mistakes
- Assuming the person who responds to outreach is the decision maker
- Not multi-threading to reach multiple stakeholders
- Failing to ask "Who else needs to be involved in this decision?"
How FlowStrata Targets Decision Makers
FlowStrata's ICP targeting specifically identifies and reaches decision-makers, VP-level and above, in your target accounts. We use LinkedIn Sales Navigator, org chart mapping, and verified contact data to ensure our outreach lands with the people who actually sign contracts.