The term customer stakeholder is often used in B2B relationships to describe a key decision maker within a business who has a stake in the relationship with the vendor. There can be multiple stakeholders, each with their own priorities and objectives, requiring tailored conversations to address their diverse interests. Successful sales teams understand the differences between each stakeholder, including the economic buyer, user buyer, technical buyer, and coach, who have varying levels of interest and goals during the procurement process. Identifying and engaging with customer stakeholders can make the sales process more targeted and efficient, giving vendors a competitive advantage and setting the stage for strong, trusting relationships that can lead to fruitful partnerships.