A buying group is the collection of people who collectively evaluate, influence, and decide on a purchase within an organization. In B2B sales, especially enterprise deals, each opportunity has its own buying group, often involving multiple departments and roles, from executives and technical evaluators to procurement and finance. In Salesforce, buying group members are often designated as “opportunity contact roles.”
For accurate attribution and measurement, it’s critical to identify the true buying group for each deal. Doing so helps filter out irrelevant account noise, focus resources on those who actually shape the decision, and improve attribution accuracy in multi-touch, multi-person sales cycles.
Typical Roles in a Buying Group
1. Champion (Advocate)
This is your internal ally, the evangelist who believes in your solution and persuades others to come along.
2. Decision-Maker
The person with the final say, usually the person who will sign the agreement or grant their budget for the deal.
3. Influencer
These may be analysts, subject-matter experts, IT folks, or external voices whose opinions carry weight.
4. User or Champion
End users test the product, uncover usability concerns, and give feedback, often becoming internal advocates if the product meets their needs. They can also become blockers/challengers (see below)!
5. Blocker (Challenger)
This role represents internal skepticism, those who point out risks, compliance issues, or procedural friction.
6. Executive Sponsor
High-level figures, often not actively present until later in the deal. They ensure strategic alignment, unblock roadblocks, and help get buy-in from the top.