Stop Calling the Wrong Person: The Procurement Org Chart Decoder (With Exact Titles to Target)
Costing You $50,000 Per Deal.
You’re Pitching the Wrong Person (And It’s Costing You €50,000 Per Deal).
Right now, there’s a 68% chance you’re pitching the wrong person in procurement.
Not “wrong approach.” Wrong person. Completely.
I know because I’m that wrong person.
Last month, a SaaS vendor spent 6 months courting me for warehouse management software. Three in-person meetings. Custom ROI calculator. Total sales investment: €50,000+.
One problem: I don’t buy software. I buy fasteners.
Software purchases? That’s IT Procurement. Different person. Different building. Different budget.
→ Here’s what nobody tells you: Most B2B vendors lose deals before product evaluation even starts - because they’re pitching Layer 3 when they should be pitching Layer 1.
Let me decode the org chart for you.
The 3-Layer Buying Structure (That 90% of Sales Teams Get Wrong)
Sales training says: “Find the procurement manager - they control the budget.”
→ That’s dangerously wrong.
Here’s the truth: Procurement controls the PROCESS, not the DECISION.
Every B2B purchase has three people:
Layer 1: The Requester - Identifies the problem, demands a solution
Layer 2: The Approver - Has budget authority, strategic oversight
Layer 3: The Procurer - Executes the transaction, manages vendor relationships
Example: €200k warehouse automation purchase
Layer 1: Warehouse Manager sees efficiency problem, demands solution
Layer 2: CFO approves €200k budget
Layer 3: IT Procurement negotiates contract
You pitch me (Layer 3) because my title says “Procurement Manager.”
→ But I don’t decide IF we buy. I only decide HOW we buy.
When you email me about warehouse automation, here’s what happens:
I forward to IT Procurement (correct Layer 3)
They forward to Warehouse Manager (Layer 1)
Warehouse Manager ghosts
Your email dies
You just got forwarded into oblivion.
Who Actually Buys What: The Category Breakdown
“Procurement” isn’t one person. It’s 4-7 specialized buyers, each with different authority and pain points.
Let me show you exactly who buys what:
CATEGORY 1: Raw Materials & Components
This is high-stakes purchasing. Production lines shut down if this fails. Buyers are risk-averse and relationship-focused.
Wrong Targets:
“Procurement Manager” (too general)
“MRO Buyer” (different category)
“Purchasing Agent” (too junior)
Right Targets:
Direct Materials Buyer (Layer 3)
Production Manager (Layer 1)
Supply Chain Director (Layer 2)
How to Identify on LinkedIn:
Title includes: “Direct Materials,” “Production Procurement”
Located AT production facilities (not HQ)
Reports to VP Operations or Manufacturing Director
The Template That Works:
Subject: Titanium Fasteners - 2-Week Lead Times for Automotive Production
Hi [FirstName],
Supply titanium fasteners for automotive production with consistent 2-week lead times.
Not sure if your line uses these specs, but attaching catalog for future sourcing decisions.
No response needed.
Best,
[YourName]
→ Why This Works:
Production Manager (Layer 1) assesses specs immediately. If relevant, they pull in Direct Materials Buyer (Layer 3). You enter as “already vetted,” not cold outreach.
CATEGORY 2: IT/Software/SaaS
Software vendors constantly pitch me (MRO procurement). I forward 100% of them.
Wrong Targets:
“Procurement Manager” without IT in title
“MRO Buyer” (handles facilities, not IT)
“Office Manager” (no budget authority)
Right Targets:
…
What Paid subscribers get:
No trial & error on finding right contact persons and how to message them
List of right contact persons for specific categories
Exact message templates for SaaS, MRO, Services categories
Insider tip: The service category is different than every sales training suggests…
Not wasting hours on LinkedIn
Step by step guide how to research and contact right persons on LinkedIn
All for less than 2 coffees!
