ok: "buyer personas"
one of my biggest lessons of the last year is that when sales/marketing think "personas", they are thinking:
"we need to teach people how to sell"
"we need the fastest way to close deals"
"I need to teach a junior salesperson who to prospect"
1/n
one of my biggest lessons of the last year is that when sales/marketing think "personas", they are thinking:
"we need to teach people how to sell"
"we need the fastest way to close deals"
"I need to teach a junior salesperson who to prospect"
1/n
...their goal is actually the *least* amount of complexity/information needed to do their jobs.
IOW, say one message will resonate everywhere, or one qualifier will get you "buyers"
....well, one "persona" will do
When you understand this ... 2/n
IOW, say one message will resonate everywhere, or one qualifier will get you "buyers"
....well, one "persona" will do
When you understand this ... 2/n
...it makes sense why product/ux and sales/marketing often butt heads when it comes to research.
There's a tendency to couple
Research
with
Artifact/Tool
3/n
There's a tendency to couple
Research
with
Artifact/Tool
3/n
...showing up at the table with a lot of in-depth research on the journey, the complexity of customer environments, the nuances of different people in mind...
actually causes dissonance
"WAIT. I CAN'T USE THIS TO SELL"
This was my AHA...
4/n
actually causes dissonance
"WAIT. I CAN'T USE THIS TO SELL"
This was my AHA...
4/n
...when you are doing research for sales in marketing you are actually doing TWO things
Research
and then:
creating simplified models (internal products, on some level), that help people do their jobs faster internally
The latter will be by definition lossy/incomplete
5/end
Research
and then:
creating simplified models (internal products, on some level), that help people do their jobs faster internally
The latter will be by definition lossy/incomplete
5/end
...
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