How do I find the decision maker at a small company?
In a company under 20 people the founder or owner usually decides. Between 20 and 100, the head of the team that owns the budget decides, often with the founder's sign-off.
Small companies are easier than enterprises: there are fewer layers, and the person who decides is often named on the website. The trap is talking to the most responsive person instead of the one who signs. In a 12-person agency, the office manager may love your tool, but the owner is the one who pays for it.
Use headcount as a first guide. Under about 20 employees, the founder approves almost everything that costs money. From 20 to 100, functional leads such as a head of marketing or operations decide within their own budget, while larger or longer contracts still go to the founder or managing director. Above that, expect a buying group of three or more people.
LinkedIn makes the search quick. Our guide to filtering in Sales Navigator recommends combining seniority (Director, VP, Owner) with a function such as operations or marketing, and reports a 27% better response rate than general searches.
How to find who decides
- 1Check the team pageSmall companies list founders and team leads on their website. Note who owns the area your offer touches.
- 2Search by function on LinkedInFilter the company's employees by seniority and department, then read the top two or three profiles.
- 3Ask early and plainlyIn the first conversation, ask who else would be involved in a decision like this. Most people answer honestly when asked directly.
- 4Expect gatekeepers on the phoneShared inboxes and assistants filter outsiders. Know what a normal pickup rate is before you blame the list.
- 5Start where founders already areMeetcatcher connects you with founders and owners directly, and each suggested company comes with a note on why the fit works for both sides.
When in doubt at a small company, start with the founder. The worst outcome is a polite referral to the right colleague, and an internal referral from the founder is about as warm as an introduction gets.