During discovery, what should you identify?

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During discovery, the key focus is uncovering who has the authority to approve the purchase and who will influence that decision. Identifying the decision maker(s) is crucial because they are the sponsor who signs off on budget, contracts, and the final go/no-go. Knowing who they are lets you tailor your conversation to their priorities, frame the business case in terms they care about (ROI, risk, strategic fit), and align with the metrics that matter to them. It also helps you map the buying committee—understanding who else will need to weigh in, what approvals are required, and how the process will flow—so you can plan next steps and avoid chasing the wrong contacts. Without this clarity, you risk wasting time with people who can’t authorize a purchase, leading to delays and misalignment with the real buyers.