Typically, when looking at how decisions are made, people tend to focus solely on those account contacts who play a direct role in the final decision - the technical buyer, the financial buyer, decision-owners, etc.
Although this is important as these people do, indeed, make the final decision; such an approach tends to overlook all the internal and subtle complexity of decision-making as an organizational event.
Every time an organization makes a decision, it is, in effect, changing the organization - and positing change for everyone in the organization. Everyone, therefore, has a stake in every decision to some extent or other.
Decision Stakes Strategies
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