Initiators
Those individuals who start the purchase process in motion through their recognition that a company problem can be solved or avoided through purchasing a product or service.
Implications
The individuals or entities that first recognize the need for a product, service, or solution, often playing a key role in starting the decision-making process within an organization, particularly in B2B contexts where complex buying decisions are involved.
Example
Example: In a corporate setting, the IT manager acts as the initiator by identifying the need for new cybersecurity software and bringing it to the attention of the decision-making committee for further evaluation.
Related Terms
Different from decision-makers, who have the authority to finalize purchases, initiators are the ones who trigger the process by recognizing a need or opportunity, setting the stage for subsequent actions.
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