Roles · GTM Glossary

Economic Buyer

The person who controls the budget and has final authority to approve a purchase. The 'user' works with the product and the 'champion' pushes for the sale, but the economic buyer signs off on the spend. In B2B sales you have to find this person, because deals can't move forward without their approval.

Example

A CFO might be the economic buyer for a fintech tool, even though the operations team will use it. The product manager might be a champion pushing for it, but the CFO controls the money.

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