Stakeholder

Stakeholder is a person involved in the decision-making process within an organization.

Talking about sales, it is usually someone who has the power to make or influence the purchasing decision.

As a result, there are three types of stakeholders in each sales process: influencers, gatekeepers, and decision makers.

While the key decision maker is usually easy to identify, overlooking other stakeholders involved in the process (you might not be aware of) is a common problem.