Finding your market
How do I identify the right B2B decision-maker?
Start with the person responsible for the problem, then learn who participates in the purchase. Seniority does not automatically mean relevance. In a small company, the owner may manage the process directly; in a larger one, an operational lead may understand it better. Verify current responsibilities instead of relying on a title alone.
How to approach it
- Map the workflow your offer affects.
- Look for the role accountable for that workflow.
- Ask a neutral routing question when responsibility is unclear.
For invoice processing, operations or finance may be more appropriate than the CEO. A useful opening asks who manages supplier paperwork without assuming that the recipient controls the budget.
Updated September 10, 2026 · By Vibeful Team