The Buyer Persona Strategy Playbook serves as the foundation of the Buyer Persona Strategy Playbooks Series and the Functional Buyer Persona Playbooks. The Buyer Persona Strategy Playbook provides senior executives, sales teams, and marketing teams the edge with a unified view of their market, target buyers, buyer’s ecosystem, buying processes, and the profound and disruptive buyer insights necessary to create a buyer-centric strategy. This Playbook gives you the basis for a true go-to-market plan that matches the buyer-driven environment of today’s marketplace. Goal Centric does not just provide a report, but an actionable and interactive Playbook that gets everyone on the same playing field:

The Buyer Persona Strategy Playbook Elements

This Playbook is the foundation for understanding who your buyers are and provides the insight needed to get your teams working together to meet buyers' needs. This Playbook provides the essential elements for marketing and sales enablement because it is based on deep insight about your buyers:

Buyer Ecosystems Buyers interact with suppliers and their customers. We show your teams how the dynamics of a market and buyer ecosystem affect buying processes and decisions. The ecosystem places a single buyer within the larger market context so that teams can clearly understand all the likely players, pressures, and protocols inherent in the buying process.

Business Persona In the B2B marketplace, one business entity markets to another business entity. We provide the organizational view, which highlights business entity criteria and business goals, giving your senior leaders and sales and marketing teams the organizational context they need to understand segments and buyers. Included are role personas that show the interrelationships a target buyer persona and others who are involved in the buying process have with each other. In the B2B complex selling environment, we provide insight about the role of influencers, users, and committees in the buying decision.

Target Buyer Persona Based on the extensive qualitative insight gathered, we zero in on the target buyer persona. You and your teams are provided with an in-depth analysis about this persona's most probable set of goals, background, issues, and perceptual maps. The buyer persona we create is more than just a simplified or brief profile of your customer. It is a rich and robust view of the world your buyer lives in and how he or she must interact with other roles or business entities.

Buying Process Mapping Unique to Goal Centric, we provide your teams with a map of the buying process a target buyer undergoes to reach a purchasing decision. Using graphical and narrative scenario-based descriptions, your teams learn what triggers each step of the buying process and with whom the target buyer persona must interact to reach a final decision. This buying process map gives your sales and marketing teams the market edge to meet the buyer using his terminology and addressing his concerns every step of the way.

Buyer Insight No other firm provides you with the deep insight that can lead to disruptive strategies that result in top line revenue growth. We uniquely focus on the attitudes, beliefs, perceptions, and buyer thinking that is encapsulated in easy to understand mental models, which enable your selling and marketing teams to engage with your customers in game-changing ways. Working with senior leaders, we reveal how these “game changer” insights can produce innovative selling and marketing strategies unmatched in your marketplace.