- Click DMU role to open the dropdown menu.
- Select the right role.
- Click the refresh icons to generate a name and avatar.
- Click next when you're done.
Understanding the various DMU roles helps clarify the decision-making process and target your efforts effectively.
Here’s an example of what that looks like when we sell Growf to a marketing agency:
- Initiator: The person who identifies a need and starts the search for a solution.
- Example: In a marketing agency using Growf, this is often a marketing manager or account manager looking for better ways to streamline campaign management and improve client results.
- Decision Maker: The individual who has the final say on the purchase.
- Example: In smaller agencies, this is often the CEO or owner, while in larger organizations, it could be a senior marketing leader like the CMO or CCO.
- End User: The person who will actively use your product or service.
- Example: A growth marketer, SEO expert, or content writer. The exact roles may differ, so you might need multiple user personas.
- Influencer: Someone who impacts the decision without making the final call.
- Example: This could be a CFO evaluating ROI or an IT manager assessing technical compatibility.
- Buyer: The person responsible for executing the purchase by handling the payment.
- Example: This role is not necessarily the final decision-maker but ensures the transaction is completed. In our case, this is an often a CFO within smaller companies, or an administrative employee at bigger companies.