Strategy

Decision Making Unit (DMU)(DMU)

Quick definition

The group of people involved in a buying decision.

Detailed explanation

Illustration for Decision Making Unit (DMU)

In B2B, purchases are rarely decided by one person. The DMU includes decision makers, influencers, users, finance, procurement and sometimes legal or leadership.

Synonyms

Buying committee

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.

Decision Making Unit (DMU)

Related terms

Sales Process

Buying Committee

The group of people who collectively decide whether your product or service is purchased.

Sales Process

Economic Buyer

The person who has the budget and ultimately says yes or no to the investment.

Learn more

Want to know how to apply decision making unit (dmu) effectively in your organisation? Contact Match-day.