Use RACI to identify which field contacts can use, influence, approve, or block a deal.
The warmest contact can still be the wrong next meeting. RACI For Buying Groups RACI clarifies who is Responsible, Accountable, Consulted, and Informed. In a sales pursuit, those roles translate into user, owner, specialist voice, and update audience. Each role needs a different conversation. Why It Works Deals stall when a rep collects approval from the wrong layer. A Responsible user may validate fit but lack authority. An Accountable buyer may like the business case but need a Consulted expert to remove risk. Informed stakeholders should not be ignored, but they should not set the sales strategy. The Rep Move…
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