Below are some common drivers for the different positions you will encounter. These are only a few examples of drivers you might want to consider when talking with your customer.
Keep in mind that customers often have decision-making roles as well, which can influence their personal drivers, based on their decision-making role. Both are important and need your consideration to build good relationships.
Influencers and advocates also have drivers that are important to understand, but those drivers are not as easily identified, due to the diversity of these groups and their involvement. Again, it is important to have conversations with these people to determine how to continue building relationships with each of them.