The Problem
Selling is becoming more complicated, with more knowledgeable buyers bringing more stakeholders to the table, each with their own motivations and requirements. Ignore any stakeholder’s needs and the whole deal is at risk.
The Solution
Profile every customer type with influence on the purchase decision, and make sure every one of them is in your corner.
The Process
 | Extract rich customer profile data from CRM, support interactions, internal/external interviews, third party data sources. |
 | Segment customer base into seed groups with distinct profiles & retrofit to past customer scenarios for beta testing. |
 | Refine the seed groups and approach customers within each group for direct interviews, to finalize list of personas. |
 | Populate each persona with available data incl. demographics, psychographics, motivators, common objections & tailored brand positioning. |
This process includes periodic interim reviews with key stakeholders, to solicit feedback guiding the overall direction of the project.
The Results
Deliverables
- Comprehensive resource encompassing all collected customer intelligence
- Reference document indicating all relevant information unique to each persona
- Visualization of each persona’s influence on buying decision & unique customer journey
Impact
- Improved understanding of customer needs & increased agility to build responsive products
- More meaningful engagement with stakeholders throughout the sales cycle
- Improved close rates and shorter sales cycles
- Increased efficiency of marketing programs throughout the sales funnel
Book a free revenue strategy assessment to discuss your challenges across five revenue functions:
sales, business development, customer success, marketing and revenue operations.