How do you identify decision-making archetypes within buying groups?
Complex B2B purchases are decided by committees, not individuals. Spot the archetypes—who funds, who blocks risk, who owns adoption—to tailor proof, build consensus, and accelerate yes.
Identify archetypes by coding behaviors, incentives, and risk posture—not titles. For each stakeholder, document authority (approve/veto/budget), priority (KPI tied to your outcome), and proof preference (ROI, technical validation, peer proof). Pull signals from discovery questions, RFP prompts, security redlines, and meeting dynamics to classify the group and design a consensus path.
Common Buying-Group Archetypes & Signals
Archetype Discovery Playbook
Use this sequence to reveal who decides, who influences, and which proof moves each stakeholder.
Discover → Map → Hypothesize → Validate → Tailor → Orchestrate → Govern
- Discover roles & stakes: Ask impact-by-function; capture KPIs and risks per role.
- Map authority & influence: Chart veto power, budget control, and informal influencers.
- Hypothesize archetypes: Assign types from observed behavior, not job titles.
- Validate in-room: Test proof preferences (ROI vs. technical vs. peer references).
- Tailor the proof: ROI model for Economic Owner; sandbox for Gatekeeper; attestations for Risk.
- Orchestrate consensus: Mutual success plan with gates, owners, and dates.
- Govern progress: Track blocker themes, decision confidence, and “no-decision” risk to closure.
From Guesswork to Repeatable Insight: Capability Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Stakeholder Mapping | Title-based guesses | Authority & influence map with veto power and KPIs | PMO/RevOps | Coverage completeness |
| Signal Capture | Loose notes | Structured tags: risk, proof type, blockers, priorities | Sales/CS | Identified blockers per deal |
| Proof Alignment | One-size demos | Archetype-specific ROI, sandbox, and references | SE/Value Eng. | POC→contract conversion |
| Content & Enablement | Generic PDFs | Role-based playbooks & objection libraries | Enablement/Marketing | Cycle time reduction |
| Governance | Ad hoc follow-ups | Success plans with decision gates & risk logs | Account Team | No-decision loss rate |
Client Snapshot: From Stalled Committee to Signed Contract
A 10-person committee hid a Risk veto. By adding a data-flow diagram, audit evidence, and a phased DPA, the team unlocked approval in 30 days with a two-wave rollout tied to adoption milestones.
When you know the archetype, you know the proof. Align each stakeholder to the right Loop™ moment—insight, validation, commitment—to move faster together.
Archetype Identification: FAQ
Map the Archetypes. Orchestrate Consensus.
Reveal who decides, align proof to their concerns, and move from interest to committed action.
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