4.3 Individual Consumer Versus Business BuyingWithin a buying center, who uses their expertise to…

➤ Why is the gatekeeper important in organizational buying?
A gatekeeper controls access to information and people during the buying process. They screen suppliers, route inquiries, and schedule meetings. Gatekeepers include administrative staff and technical leads who protect decision-makers from irrelevant pitches. Marketers must identify them early to ensure their messages reach the right stakeholders.