Problem-function fit
Website conversion may sit with marketing or digital; lead response may sit with operations, sales or the owner.
FIND THE RIGHT PERSON
Find the decision-maker who is most likely to own the problem.
Do not start with the most senior title you can find. Start with the business problem, map it to the function responsible, then research the person or role most likely to own the decision.
For B2B sellers who need decision-maker context before email, calling or account outreach.
ROLE BEFORE CONTACT DATA
The right decision-maker depends on the problem, company size and buying process.
A contact database can give you titles. Research helps you decide which title actually makes sense for this opportunity.
Company size
In a small business one owner may handle several functions. Larger companies have more specialised ownership.
Public role evidence
Use company pages, leadership pages, professional profiles and other appropriate sources to confirm role context.
Adjacent stakeholders
The person with budget, the user of the system and the operational owner may be different people.
CHECK THE EVIDENCE
A senior title is not evidence of decision ownership.
Avoid emailing founders or CEOs simply because they are easy to identify. Relevance improves when the role connects to the problem.
- Do not use “CEO = decision-maker” as a default rule.
- Prefer problem → function → role → person.
- Check title recency where the claim matters.
- If ownership is unclear, say so and ask for direction.
A SIMPLE WORKFLOW
01
Define the business situation
Be clear about the problem your service relates to.
Be clear about the problem your service relates to.
02
Identify the owning function
Map responsibility based on the work and company size.
Map responsibility based on the work and company size.
03
Research likely people
Confirm role, scope and recency from appropriate sources.
Confirm role, scope and recency from appropriate sources.
04
Choose a contact path
Use legitimate business contact information and a role-relevant reason.
Use legitimate business contact information and a role-relevant reason.
Research the right person, not just a title.
Connect the business problem, evidence, likely owner and contact context before you reach out.