Are your sales and marketing messages targeted at budget makers or budget takers? In most complex, high value sales environments, of course you need to appeal to both. But the marketing messages you need to use - and the sales conversations you need to have - differ dramatically.
Budget makers vs. budget takers
Here’s the key difference between the two roles: a budget maker has the power and authority to find the money required for a favoured project, even if a budget does not yet exist. Budget takers, on the other hand, need someone else to have created a budget before they can proceed - and even then they may not get the approval to spend it.
It’s a critical distinction in any “considered purchase” environment and it’s particularly important for any vendor that is trying to bring a new category of solution to market or seeking to disrupt an existing category, when getting to a budget maker can often be critical to winning the deal.