Decision maker:
Referral person with authority to approve or reject buying decision.
Decision influencer:
Referral person who shapes the decision through advice and recommendations.
Gatekeeper:
Referral person controls access to decision makers, influencers or decision-making information.
Evaluator:
Referral person assesses options against defined buying criteria.
End user:
Referral person is the potential beneficiary of delivered service.
