Gartner Research

Tech Go-to-Market: The Enterprise Persona — Defining Your Ideal Customer Profile

Published: 21 August 2017

ID: G00332649

Analyst(s): Derry Finkeldey , Hank Barnes

Summary

While individual buyer personas have been widely adopted by TSPs, they are not sufficient to guide B2B strategies. An enterprise persona — a profile of the ideal customer organization — is a critical focus area for technology product marketing leaders to apply segmentation effectively.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Making Segmentation Actionable
  • The Components of a Great Enterprise Persona
  • Alternative Enterprise Persona Views Are Critical
  • Applying the Enterprise Persona to Marketing and Sales Efforts
  • Summary

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