How to find the decision maker, not just a contact

Published 21 July 2026 · 6 min read · By Ripe Leads

The short answer

Work out which role owns the problem you solve and holds the budget, then filter for it. In smaller companies that is usually the founder or owner, in larger ones a department head. Approaching two or three related roles in one account is fine, sending them the same message is not.

A perfect message to the wrong person is wasted work. Half of outbound success is simply reaching someone who can act.

Start from role logic

Every decision has an owner. Before searching, ask who in this type of company owns the area you affect, and who controls that budget. The answer moves with company size:

Small companies, often the founder or owner directly.
Mid-sized, a department head with real authority.
Large, a specific function lead, with procurement involved later.

Filter, do not browse

LinkedIn search and Sales Navigator let you filter by company, seniority, function and region, which turns a vague intention into a concrete list of names. Because roles are public, you can often reach the right person directly rather than working through a switchboard.

Several contacts per account, done properly

B2B decisions are rarely made alone, so reaching two or three related roles in one company raises your odds of finding the person who cares. That only works if each message is written for that role.

Sending the identical message to four people at the same company is the fastest way to look like a broadcast, and they do talk to each other.

The gatekeeper is not the enemy

Where you do meet an assistant or a general inbox, being straight works better than being clever. Say who you are and why you are calling. Attempts to trick your way through are recognised instantly and close the door permanently.

Handled with respect, a gatekeeper often tells you exactly who owns the topic and how best to reach them, which saves hours.

Accuracy beats volume, again

A list built from real decision makers makes every subsequent step work harder: better replies, shorter conversations, fewer dead ends. The same list size aimed at the wrong seniority produces polite deflection at best.

Frequently asked

How do I find the decision maker in a company?

Start from the role that owns the problem you solve and controls the relevant budget, then filter for it on LinkedIn or Sales Navigator by company, seniority and function. In small companies this is often the founder, in larger ones a department head. Aim for someone who can say yes, not only pass a message along.

Should I contact more than one person at the same company?

Often yes, because B2B decisions usually involve several people. Approach two or three related roles, but write each message for that specific role. Sending an identical message to several colleagues at once reads as mass outreach and undermines your credibility with all of them.

How should I deal with a gatekeeper?

Be direct and respectful: state who you are and the reason for your call. Tricks are recognised and permanently close the account. Treated well, a gatekeeper is often a useful source who will tell you who owns the topic and the best way to reach them.

Rather not build this yourself?

We run the targeting, data, copy and follow-up as a done-for-you service, and send the interested replies straight to your inbox. You bring the close.

Book a strategy call