Roles · GTM Glossary

Economic Buyer

The person who controls the budget and has the final authority to approve a purchase. Unlike the 'user' (who will use the product) or the 'champion' (who wants the sale), the economic buyer is the one who signs off on spend. Finding the economic buyer is critical in B2B sales — 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 actually use it. The product manager might be a champion pushing for it, but the CFO controls the money.

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