Initiator individuals within an organization who identify a need.
Influencers individuals within an organization who guide the decision process by marking recommendations and expressing preferences.
Users individuals within an organization who will actually use the product being purchased.
Deciders individuals within an organization who have the ultimate responsibility of determining which product or service will be purchased.
Purchasers organizational member who negotiate final teams of the purchase and execute the actual purchase.
Gatekeepers members of an organization who are in the position to control the flow of information to and between vendors and other buying center members.