The B2B Buying Committee

Knowing who makes up your B2B buying committee is essential to understanding their specific goals, pains, worries, and potential objections as it relates to your product or service. This will guide your messaging, content creation, sales process, and objection handling. 

The B2B Buying Committee is not one size fits all, and the individual roles may vary across industries.

Here are the typical roles that you need to consider in a SaaS B2B Buying Committee as an example: 

✅❎ The Decision Maker(s) - The decision maker could be the head of the department or a CXO. They have the final say (to buy or not to buy) after consulting with the rest of the buying committee. 

👨‍💻👩‍💻The Influencers - Those are the gatekeepers that influence the decision maker’s decision. They may not even have a high authority role but they have the trust of the decision maker who listens to them. They could be the person tasked with researching and evaluating solutions in the market (IT), the budget keepers (Finance and Accounting), or the head of the department/team that will use the solution.

⛹The Champion(s) - This is the individual who is driving the decision internally and most likely the main point of contact. They want to implement the solution and drive change within the organization.

👩‍💼👨‍💼The end users - Those are the individuals who will end up using this solution to simplify and improve their work and to help them achieve the business objectives.

Once you understand who makes up the buying committee, and the roles they play in the buying journey, you will need to support the champion with content assets that satisfy the influencers and the decision maker, as well as reassure the end users on how this will be a positive change for them.