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Sales

Decision Maker

The individual with the authority to approve or finalize a purchase.

A decision maker is the person who has the final say in a buying process, often holding budget authority or executive power. In B2B sales, identifying the decision maker is critical because they can greenlight the deal. However, they are often influenced by other stakeholders in the buying committee.
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The people who consistently book meetings from cold email aren’t smarter. They just stopped leaving money on the table.

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