Decision Making Unit (DMU)(DMU)
Quick definition
The group of people involved in a buying decision.
Detailed explanation
In B2B, purchases are rarely decided by one person. The DMU includes decision makers, influencers, users, finance, procurement and sometimes legal or leadership.
Synonyms
Examples
A CRM decision involves sales, marketing, IT and finance.
An insurance decision involves management, finance, HR and risk.
When to use this?
Use DMU in complex B2B and multi-stakeholder sales.
Match-day approach
Match-day maps the DMU early and uses multi-threading to avoid dependency on one contact.
Related terms
Buying Committee
The group of people who collectively decide whether your product or service is purchased.
Economic Buyer
The person who has the budget and ultimately says yes or no to the investment.
Buyer Persona
A semi-fictional profile of your ideal individual buyer, based on market research and real customer data.
Learn more
Want to know how to apply decision making unit (dmu) effectively in your organisation? Contact Match-day.
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