Which Decision-Makers Should SaaS Companies Target?
Identifying the right SaaS decision makers is an important part of B2B lead generation. You can identify a company that perfectly matches your ideal customer profile, but your campaign may still struggle if you’re approaching people with little involvement in selecting, evaluating or purchasing software.
The right contacts depend on:
- What your SaaS product does
- Which department uses it
- Company size
- Contract value
- Technical complexity
- Who controls the budget
- Who experiences the problem your software solves
Potential decision-makers can range from business owners and Managing Directors within SMEs to department heads, CTOs, Finance Directors and procurement teams within larger organisations.
Table of contents:
Start with the Problem Your SaaS Product Solves
Before deciding which job titles to target, consider who is responsible for the problem your software addresses.
For example:
- CRM software could be relevant to Sales Directors.
- Marketing automation software could be relevant to Marketing Directors.
- HR software could be relevant to HR Directors.
- Accounting software could be relevant to Finance Directors.
- Field service software could be relevant to Operations Directors.
- Cyber security software could be relevant to IT Directors.
- Compliance software could be relevant to Compliance Directors.
This is often more effective than automatically targeting CEOs or IT departments for every SaaS product.
Business Owners
Business owners can be particularly important when selling SaaS to smaller companies.
In an owner-managed business, the owner may personally control:
- Software purchasing
- Budgets
- Business processes
- Supplier selection
- Technology investment
They may also use the software themselves.
For SaaS companies targeting microbusinesses and smaller SMEs, business owners can therefore be one of the most valuable audiences.
Managing Directors
Managing Directors can be strong prospects within small and medium-sized businesses.
They may have responsibility for:
- Business strategy
- Operational performance
- Budgets
- Technology investment
- Supplier relationships
- Business growth
Managing Directors are particularly relevant when your software has an organisation-wide impact rather than solving a highly specialised departmental problem.
CEOs
CEOs may be appropriate targets for higher-value SaaS products with significant strategic importance.
This could include software relating to:
- Business intelligence
- Enterprise operations
- Strategic planning
- Productivity
- Digital transformation
- Company-wide performance
However, targeting CEOs for relatively low-value departmental software may not always be appropriate.
The more specialised your solution, the more likely another senior decision-maker will be a better initial contact.
Operations Directors
Operations Directors can be valuable SaaS decision-makers where software improves how a business delivers its products or services.
Relevant SaaS categories might include:
- Field service management
- Workflow management
- Scheduling
- Fleet management
- Asset management
- Project management
- Inventory management
- Operational reporting
These contacts can be particularly valuable within construction, logistics, manufacturing, facilities management and field service businesses.
IT Directors
IT Directors can play an important role in software purchasing, particularly within larger organisations.
They may evaluate:
- Technical suitability
- Security
- Integrations
- Infrastructure requirements
- Data management
- Implementation
- Compatibility with existing systems
IT Directors may be the primary buyer for technology-focused products or an important stakeholder when another department is purchasing the software.
Chief Technology Officers
Chief Technology Officers can be relevant for technical SaaS products and larger technology decisions.
Potential areas include:
- Development platforms
- Cloud infrastructure
- Cyber security
- Data platforms
- Developer tools
- Artificial intelligence
- Technical integrations
For highly technical SaaS products, CTOs may have significant influence over both evaluation and purchasing.
Finance Directors
Finance Directors can be important prospects for financial and commercially focused SaaS products.
Relevant solutions could include:
- Accounting software
- Expense management
- Payments platforms
- Cash flow management
- Financial forecasting
- Procurement software
- Subscription management
Finance Directors may also become involved in approving larger software investments even when another department is the primary user.
Sales Directors
If your SaaS product helps companies generate, manage or convert sales opportunities, Sales Directors may be among your most relevant contacts.
Potential products include:
- CRM platforms
- Sales intelligence software
- Sales automation
- Lead management
- Proposal software
- Call technology
- Sales enablement platforms
Sales Directors are often interested in products that can improve pipeline visibility, sales productivity and conversion.
Marketing Directors
Marketing Directors can be relevant for SaaS products supporting customer acquisition and marketing activity.
This might include:
- Email marketing platforms
- Marketing automation
- Analytics software
- SEO platforms
- Social media software
- Content marketing tools
- Lead generation technology
Depending on company size, relevant contacts could also include Heads of Marketing, Marketing Managers and Demand Generation Managers.
HR Directors
HR Directors can be valuable prospects for software focused on employees and workforce management.
Relevant SaaS products can include:
- HR management systems
- Recruitment software
- Applicant tracking systems
- Learning management systems
- Employee engagement platforms
- Performance management
- Payroll technology
- Workforce planning
Within larger organisations, other HR and People team contacts may also influence purchasing.
Compliance and Risk Decision-Makers
Compliance-focused SaaS companies may need to target specialist roles rather than general management.
Potential contacts include:
- Compliance Directors
- Heads of Compliance
- Risk Directors
- Data Protection Officers
- Information Security Managers
- Governance Managers
These contacts can be particularly relevant within regulated sectors such as financial services, insurance and healthcare.
Procurement Managers
Procurement may become involved when selling higher-value SaaS contracts into larger organisations.
Their role can include:
- Supplier assessment
- Contract negotiations
- Pricing
- Commercial terms
- Procurement processes
- Supplier onboarding
However, procurement isn’t necessarily the best place to start your prospecting.
In many cases, you first need interest from the department that actually requires your software.
Department Managers
Not every SaaS purchase requires director-level targeting.
For lower-cost or specialist software, the relevant department manager may be closer to the problem and more motivated to find a solution.
Potential contacts include:
- Sales Managers
- Marketing Managers
- HR Managers
- IT Managers
- Finance Managers
- Operations Managers
- Customer Service Managers
These contacts can also influence senior decision-makers and help build an internal business case for purchasing your product.
Separate the User from the Buyer
One of the most important considerations in SaaS prospecting is that the person using the software may not be the person purchasing it.
For example:
- Sales representatives use a CRM, but a Sales Director may purchase it.
- Employees use HR software, but an HR Director may select it.
- Engineers use field service software, but an Operations Director may approve it.
- Marketing teams use automation platforms, but a Marketing Director may control the budget.
Understanding this distinction helps you identify both users and commercial decision-makers.
Identify the Economic Buyer
The economic buyer is the person who can ultimately approve the expenditure.
Depending on the company and contract value, this could be:
- Business Owner
- Managing Director
- CEO
- Finance Director
- Department Director
For a relatively inexpensive SaaS subscription, a department manager may have sufficient authority.
For a major enterprise contract, several levels of approval may be required.
Consider Technical Influencers
Larger SaaS purchases often involve people who aren’t responsible for the budget but can strongly influence the decision.
Technical stakeholders may assess:
- Security
- Integrations
- Data protection
- Implementation
- Compatibility
- User management
This can bring IT Directors, CTOs, security teams and technical managers into the buying process.
Company Size Changes the Decision-Maker
The best SaaS decision-maker often changes depending on the size of the organisation.
Small Businesses
Consider targeting:
- Business Owners
- Managing Directors
- Department Managers
Medium-Sized Businesses
Potential contacts include:
- Department Heads
- Operations Directors
- Sales Directors
- Marketing Directors
- HR Directors
- IT Directors
Larger Organisations
The buying group may include:
- Department Directors
- C-suite executives
- IT
- Finance
- Procurement
- Compliance
- Security teams
This means using the same job-title targeting across every company size may limit your campaign.
Map Decision-Makers to Your SaaS Category
A simple starting point is to connect your software category with the department most likely to benefit.
For example:
| SaaS Product | Potential Decision-Makers |
|---|---|
| CRM | Sales Director, Sales Manager, Managing Director |
| HR Software | HR Director, HR Manager, People Director |
| Marketing Software | Marketing Director, Head of Marketing |
| Accounting Software | Finance Director, Finance Manager |
| Field Service Software | Operations Director, Operations Manager |
| Cyber Security Software | IT Director, CTO, Information Security Manager |
| Recruitment Software | HR Director, Recruitment Manager, Talent Director |
| Compliance Software | Compliance Director, Risk Director, Head of Compliance |
| Project Management Software | Operations Director, Project Director, Department Head |
These aren’t fixed rules, but they provide a useful starting point when building a prospect audience.
Target More Than One Stakeholder
For higher-value SaaS products, relying on one contact within each company can be restrictive.
You might identify:
- The department experiencing the problem
- The senior decision-maker
- The budget holder
- The technical evaluator
- Procurement
This is particularly useful when targeting larger organisations where software purchases involve several stakeholders.
Build Your Prospect Data Around Company and Contact Criteria
Once you’ve identified the appropriate SaaS decision-makers, combine job-role targeting with your ideal customer profile.
Your audience might be filtered by:
- Industry
- Employee numbers
- Turnover
- Geography
- Job role
- Seniority
For example, rather than targeting every Operations Director in the UK, a field service SaaS company could focus on Operations Directors at facilities management and engineering businesses employing 50 to 500 people.
This creates a much more relevant prospect audience.
Test Different Decision-Makers
Don’t assume your first choice of contact will always produce the strongest results.
Compare campaign performance across different roles.
For example:
- CEO vs Managing Director
- HR Director vs HR Manager
- IT Director vs Operations Director
- Sales Director vs Managing Director
- Department Head vs C-suite
Track which contacts generate:
- Replies
- Qualified leads
- Demonstrations
- Trials
- Sales opportunities
- Customers
Your own results can gradually show which decision-makers are most valuable for your particular SaaS product.
You can learn more about our Lead Generation for SaaS Companies services.
Summary
Identifying the right SaaS decision makers starts with understanding who experiences the problem your software solves, who will use the product and who controls the purchasing decision.
Business Owners, Managing Directors, CEOs, Operations Directors, IT Directors, Finance Directors, Sales Directors, Marketing Directors and HR Directors can all be relevant depending on your SaaS product.
For larger purchases, several stakeholders may influence the decision. Combining the right job roles with industry, company size, turnover and geography can therefore help SaaS companies create much more focused B2B lead generation campaigns.
Frequently Asked Questions
Who are the main decision-makers for B2B SaaS?
Potential SaaS decision-makers include Business Owners, Managing Directors, CEOs, department directors, IT leaders, Finance Directors and Operations Directors.
Should SaaS companies always target CEOs?
No. The person responsible for the department your software supports may be a much more relevant prospect.
Who should a CRM SaaS company target?
Sales Directors, Sales Managers, Commercial Directors and Managing Directors can all be relevant depending on company size.
Who should HR SaaS companies target?
HR Directors, HR Managers, People Directors, Talent leaders and other senior HR decision-makers can be appropriate.
Who should technology SaaS companies target?
For technical products, IT Directors, CTOs, Heads of IT and other technology decision-makers may be relevant.
Should SaaS companies target multiple contacts within one business?
For higher-value software, yes. The buying process may involve users, department heads, budget holders, IT and procurement.
How can SaaS companies find relevant decision-makers?
Targeted B2B data can help identify businesses by industry, company size, turnover and geography alongside relevant decision-maker roles.
Data & Lead Generation Services
RD Marketing provides bespoke B2B data lists and fully managed lead generation services to help businesses build pipeline and drive revenue growth. These include:
- Automated Email Campaigns
- LinkedIn Automation
- Industry Databases
- Job Role Databases
- Email Lists
- Telemarketing Data
- Direct Mail Data
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