Sales Portal
Stakeholder Roles Reference
Understand the key roles in enterprise B2B sales and how to engage with each stakeholder effectively
All Roles
11
Complete role catalog
Critical Roles
3
Must-have for deals
Technical Roles
2
Technical validation
Risk Roles
3
Opposition indicators
Economic Buyer
EB
Has budget authority and signs the contract. Controls the money.
Critical
Influence
HIGH
Critical Stages
4 stages
Champion
CH
Internal advocate who actively sells on your behalf. Believes in your solution and helps you navigate the organization.
Critical
Influence
HIGH
Critical Stages
4 stages
Technical Buyer
TB
Evaluates technical fit, validates solution meets requirements. Has veto power on technical grounds.
Influence
HIGH
Critical Stages
3 stages
Decision Maker
DM
Makes or heavily influences final purchase decision. May overlap with Economic Buyer but focused on strategic fit.
Critical
Influence
HIGH
Critical Stages
3 stages
Influencer
IF
Has input into decision but no veto power. Their opinion matters to decision makers.
Influence
MEDIUM
Critical Stages
2 stages
End User
U
Will use the product day-to-day. Limited decision influence but important for adoption.
Influence
LOW
Critical Stages
2 stages
Blocker
BL
Actively opposes the purchase. Has veto power or strong negative influence.
Risk
Influence
MEDIUM
Critical Stages
1 stages
Coach
CO
Provides insider information and guidance but may not actively sell. Helps you navigate politics.
Influence
LOW
Critical Stages
1 stages
Enemy Champion
EC
Actively champions a competitor's solution. High influence, working against you.
Risk
Influence
HIGH
Critical Stages
1 stages
Enemy
EN
Opposes your solution but less actively than Enemy Champion. Negative influence.
Risk
Influence
LOW
Critical Stages
1 stages
Neutral
N
No strong opinion either way. Can be swayed.
Influence
LOW
Critical Stages
1 stages