The sales cycle can feel like an exhausting marathon. Between managing countless follow-ups, navigating corporate bureaucracy, and waiting for approvals, it’s easy to see why closing deals takes time. However, once you appreciate the different roles key contacts play in the process, everything becomes a little clearer. It’s like knowing the cast of characters in a story—you can predict the plot better.
In SaaS sales, where relationships and solution selling are king, identifying these players will help streamline the sales cycle. Let’s break down the four key "players" you're likely to encounter, and how knowing them can help you close deals faster.
The POC is typically your first real contact within the organization. This is usually someone like an IT manager or mid-level professional who’s tasked with exploring solutions for their company. They might not have final say, but they are your conduit into the organization.
They’re responsible for:
In SaaS sales, your POC often has the technical understanding needed to grasp the value of your solution, but they lack the decision-making authority to pull the trigger. This is why building a strong relationship with your POC is critical—they’re your champion within the organization.
Pro tip: Treat your POC like an internal sales rep. Arm them with the tools and knowledge they need to advocate for your product internally.
Example: When pitching to a company using tools like Monday.com or Google Analytics, your POC might be responsible for evaluating whether your SaaS integrates well with these existing tools. They'll need to justify the technical benefits and costs to other departments.
The Purse Holder controls the money. This is usually someone in finance, like the CFO, or whoever is in charge of overseeing the company’s budgets. They don’t always care about the finer details of your solution—they care about the bottom line. Will your SaaS save them money or improve efficiencies that justify the cost?
In B2B SaaS sales, the magic number is often $5,000. If your product costs less than this threshold, it can sometimes bypass some of the lengthy approval processes. Anything higher, and you'll need to prove ROI and get sign-off from multiple layers of management.
Your POC may be able to approve smaller purchases without needing to escalate it, but for big-ticket SaaS solutions, the Purse Holder will have the final say.
Pro tip: Highlight the financial benefits of your solution early on. If possible, prepare a personalized ROI calculator showing how much the company stands to save by adopting your product. Frame it as a business investment, not just another cost.
Example: You’re selling an HR software subscription that automates payroll and benefits management. For the Purse Holder, emphasize how your solution will cut down manual processing hours by 50%, reduce errors, and ultimately save the company thousands annually.
This is the person or committee who ultimately decides whether your product gets the green light. They might be the CEO, CTO, or a collective decision-making group. While your POC has researched and the Purse Holder has approved the budget, the Decision Maker is weighing the overall strategic value.
The challenge with the Decision Maker is that you may never interact with them directly. Most of the time, you have to rely on your POC or other advocates within the organization to present your case. This means you need to tailor your messaging and materials for them, even if you’re not in the room when the decision is made.
Pro tip: Always understand the company’s high-level business goals. Is the organization focused on growth, efficiency, or innovation? Tailor your pitch to align with these objectives.
Example: Suppose you’re selling a CRM system like HubSpot to a growing SaaS startup. The Decision Maker cares about whether your CRM can help them scale operations. Focus on how it will enable seamless customer relationship management as their business expands.
If you’re lucky, you’ll find a White Knight—a person who actively helps you close the sale from the inside. They might be your POC, a colleague, or someone with previous experience with your solution. This person goes the extra mile to get everyone on board, advocating for you at every turn.
The White Knight might be a senior manager, an advisor, or even a passionate end-user who believes in the power of your SaaS solution. They see how your product can be a game-changer and they’re personally invested in making it happen.
White Knights often come to your aid when you’re hitting roadblocks with other stakeholders. They can smooth over resistance, explain internal politics, and help move the deal through the approval process.
Pro tip: Don’t be afraid to ask your White Knight to help push things forward. If they’re invested in your solution, they’ll want to help. Encourage them to be vocal in meetings and advocate for you with decision-makers.
Example: You’re selling an employee collaboration tool, and your White Knight is a department manager who wants to improve team communication. They’ve seen the tool in action at a previous company and believe it can transform internal processes. Leverage their passion and influence to build momentum.
It’s important to remember that these roles aren’t always distinct. Sometimes one individual can play multiple roles in the sales cycle. For instance, your POC might also be your White Knight, championing your solution within the company. Or the Decision Maker could also be the Purse Holder, especially in smaller companies where the CFO and CEO roles are combined.
By understanding these roles and how they interact, you can better tailor your approach to each stakeholder, anticipate potential challenges, and push the deal forward.
Successfully closing deals in SaaS isn’t just about having the best product—it’s about understanding the dynamics of the sales cycle and knowing how to navigate the different players involved.
Here’s how you can optimize your strategy:
Identify the Players Early: During your initial discovery calls, try to pinpoint who’s who. Ask questions about decision-making processes and approval workflows.
Tailor Your Messaging: Each player has different concerns. Your POC wants technical details, the Purse Holder needs ROI, and the Decision Maker cares about strategic fit. Customize your pitch accordingly.
Nurture Relationships: Don’t just focus on the decision-maker. Every player in the sales cycle is important. Building strong relationships with your POC and White Knight can often be the key to success.
Anticipate Roadblocks: If you know the Purse Holder is going to scrutinize the budget, have a financial case ready. If the Decision Maker is focused on long-term growth, emphasize how your SaaS can scale with the company.
The sales cycle can be long and complex, but understanding the key players makes it more manageable. By identifying the Point of Contact, Purse Holder, Decision Maker, and White Knight, you can tailor your approach, anticipate challenges, and ultimately close more deals faster.
In SaaS sales, knowledge of your buyer's internal structure is power. Equip yourself with the right insights, and you’ll navigate the sales cycle like a pro.