Stakeholder

In the context of business and sales, a stakeholder is any individual or group who can affect or is affected by a decision, activity, or outcome. This broad definition includes internal parties such as employees, managers, and executives, as well as external entities like customers, suppliers, investors, regulators, and even the local community. In a sales process, particularly for complex B2B deals, identifying and understanding the various stakeholders is crucial, as their diverse interests, influence levels, and potential impacts on the buying decision must be managed strategically.