Map the user, buyer and approver before testing a B2B offer
AI-assisted editorial field note · Educational planning framework
How do I distinguish the user from the buyer?
The user experiences the workflow, the buyer manages the purchase and the approver can authorize or block it. One person may hold several roles in a small business. In a larger account, each role may judge the offer differently. Mapping these roles prevents you from treating user interest as evidence that a budget holder will approve the purchase.
Put it into practice
Start with the workflow
Identify who performs the task, who receives the output and whose work changes if a new solution is introduced. Include occasional users, too.
Trace the purchase
Ask who purchased the current solution, whose budget paid for it and which documents were required. Investigate an actual transaction where possible.
Find veto points
Ask who reviews security, implementation, procurement or process changes. A late objection may come from someone absent from the original demonstration.
Write role-specific evidence
Give each role a problem statement and a proof requirement. Users may need an easier task; approvers may need a credible implementation and risk plan.
A worked example
Illustrative scenario — not a customer case study
An operations coordinator likes a scheduling prototype, but the manager controls the budget and a shared IT team approves integrations. A useful pilot therefore measures time saved for the coordinator, documents rollout effort for the manager and lists required access for IT. Three positive conversations still do not equal a signed order.
Make the next decision
Advance the opportunity when the next responsible role and its decision criteria are known. If no one can explain the approval path, treat the purchase timetable as uncertain.
A mistake to avoid
Titles are not a reliable substitute for authority. Ask how this particular account makes decisions rather than applying a universal organizational chart.
Can a small-business owner be all three roles?
Yes. Still ask about use, payment and approval separately. The owner may like the experience but reject its cost or the disruption involved in switching.
Take the next step
Check the broader business context with the free six-question assessment. Use your own evidence to choose the next action.
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