Technical Tom and Finance Fran might be lame as Twitter handles go. But as buyer personas, they could be the difference between a sales call or marketing campaign that hits the bullseye or misses completely.
Sales and marketing teams have a plethora of tools in their kits—battlecards, elevator pitches, call scripts, hearty sales slide decks—but we often see documented buyer personas as a “nice to have” instead of a necessity. That’s a big mistake.