SOS02. Buyer Personas: Not Just for Marketing

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Sales operations typically creates sales plans on the basis of account information such as historical spend, number of employees, and industry. From there, they create ideal customer profiles and set quotas. However, advances in artificial intelligence make it possible for sales operations to now plan and share information with marketing at even deeper levels such as buying groups, buying centers, and personas. Designed to drive alignment between Sales, Marketing, and Operations for shared success, in this session we will discuss the ways these advancements are making it easier for sales and marketing to align and collaborate on sales planning and execution. We will also share how understanding personas is a critical component of sales operations success.

Buyer Personas: Not Just For Marketing
Dana Therrien
Service Director,
Sales Operations Strategies
SiriusDecisions
@danatherrien
Jacques Bégin
Research Director,
Technology and Services
SiriusDecisions
@jacquesbegin22

Buyer Personas: Not Just for
Marketing
Dana Therrien | Service Director, Sales Operations Strategies
Jacques Bégin | Research Director, Technology and Services

© 2019. SiriusDecisions. All Rights Reserved.
Three Key Phases of Alignment
Functional Interlock Execution ReadinessBusiness Alignment
Sales
Marketing

© 2019. SiriusDecisions. All Rights Reserved.
Understand and Communicate Annual Goals
Revenue Bookings
Product
Mix
Profit
Margin
Customer
Engagement

© 2019. SiriusDecisions. All Rights Reserved.
B-to-B Buyer Audience Echelons
Market
Market: Multiple company entities
cluster around a common market
segment attribute such as industry,
geography or enterprise size
Account
Account: The buying entity – where
the contractual relationship exists
Buying Center
Buying Center: A function or department
that the buyer persona is associated with
Buying Group
Buying Group: A collection of personas
involved in the process to buy an offering
Persona
Persona: An individual
characterized by job role

© 2019. SiriusDecisions. All Rights Reserved.
B-to-B Buyer Roles
• Is it stable,
reliant and
efficient?
• How will it
perform?
Influencer:
Performance
• What is the
business
value?
• Why should we
spend money
on this?
Decisionmaker:
Economic Buyer
• What are the
alternatives?
• Can we get it
cheaper?
Ratifier: TCO
• Will the solution
meet our
needs?
• Does it help
with one of our
key initiatives?
Champion:
Business Value
• Will it help me
do my job
better?
• Will it enable
me to achieve
my goals?
User: Customer
Experience

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SOS02. Buyer Personas: Not Just for Marketing

1. Buyer Personas: Not Just For Marketing Dana Therrien Service Director, Sales Operations Strategies SiriusDecisions @danatherrien Jacques Bégin Research Director, Technology and Services SiriusDecisions @jacquesbegin22

2. Buyer Personas: Not Just for Marketing Dana Therrien | Service Director, Sales Operations Strategies Jacques Bégin | Research Director, Technology and Services

5. © 2019. SiriusDecisions. All Rights Reserved. B-to-B Buyer Audience Echelons Market Market: Multiple company entities cluster around a common market segment attribute such as industry, geography or enterprise size Account Account: The buying entity – where the contractual relationship exists Buying Center Buying Center: A function or department that the buyer persona is associated with Buying Group Buying Group: A collection of personas involved in the process to buy an offering Persona Persona: An individual characterized by job role

6. © 2019. SiriusDecisions. All Rights Reserved. B-to-B Buyer Roles • Is it stable, reliant and efficient? • How will it perform? Influencer: Performance • What is the business value? • Why should we spend money on this? Decisionmaker: Economic Buyer • What are the alternatives? • Can we get it cheaper? Ratifier: TCO • Will the solution meet our needs? • Does it help with one of our key initiatives? Champion: Business Value • Will it help me do my job better? • Will it enable me to achieve my goals? User: Customer Experience

SOS02. Buyer Personas: Not Just for Marketing

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