Decision Making Unit (DMU): Core group of decision-makers

The Decision Making Unit (DMU) is a term used in B2B marketing to describe the group of people within an organisation who are collectively involved in the decision-making process for the purchase of products or services. This unit typically includes roles such as decision-makers, influencers, users and gatekeepers, whose respective perspectives and requirements must be taken into account in order to achieve successful business deals. Understanding the structure and dynamics of a DMU enables startups to tailor their sales and marketing strategies to the needs and decision-making processes of the key people involved.