# Learning Goal - Identify the roles in the decision unit (user, champion, finance, procurement, legal/IT). - Create one decision-unit map for an ICP. - List 5 risks (who can block and how). ## Who - Understand the roles involved in the decision-making process for a specific industry buyer. ## What - Map out the decision unit for a specific industry buyer. - Identify and list potential risks and blockers. ## Where - Apply this knowledge to a specific industry buyer. ## When - Complete the exercise within the given time frame. ## Why It Matters - Decisions are multi-threaded—if you rely on one champion, you stall. - Early blocker mapping speeds negotiation. - Persona clarity drives relevant messaging and next steps. ## How - Identify the roles in the decision unit. - Create a decision-unit map for an ICP. - List potential risks and blockers. ### Guided Exercise (10–15 minutes) - Pick an ICP and draw the decision unit (role + name if known). - For each role, note 1–2 risks/info needs. - Write 3 discovery questions to reveal who decides and who can block. ### Independent Exercise (5–10 minutes) - On a live deal, fill the missing roles: who’s absent, how will you engage them? ### Self-check - Decision-unit map done. - Risks per role listed. - 3 discovery questions ready. - Applied to a live deal. ### Optional Deep Dive - Gartner Buying Committee: - Challenger Customer summary:

Buyer Persona and the Decision Unit