Gatekeeper

Definition

A gatekeeper is someone within an organisation, often a receptionist or executive assistant, who controls access to decision-makers. In B2B marketing and sales, the gatekeeper determines which calls, emails, or messages get through to key contacts or leaders. This person manages interruptions, screens information, and ensures only relevant or important communications reach top decision-makers.

Why Use

• Ensures only relevant proposals reach decision-makers.
• Protects leaders’ time from distractions and spam.
• Improves productivity by filtering unnecessary requests.
• Safeguards sensitive information or company priorities.

Core Concepts

• Screening calls and messages for importance.
• Authority to grant or deny access to leaders.
• Understanding organisation’s priorities and policies.
• Building rapport with contacts seeking access.
• Managing and organising communication flow.

Examples

A sales representative calls a company to reach the purchasing director. The gatekeeper, an office manager, asks detailed questions to decide if the call is important enough to pass on. In another case, an executive assistant reviews incoming emails, only forwarding those relevant to current business objectives to the CEO.

Common Pitfalls

• Assuming the gatekeeper has no influence or insight.
• Overlooking the need for respectful engagement.
• Failing to tailor the message to their priorities.
• Pushing too aggressively and damaging future access.

See Also

See also: Decision-Maker, Buyer Persona, and Prospecting for related concepts in lead generation.