Gartner Research

The Enterprise Persona — Defining Your Ideal Customer Profile

Published: 26 July 2018

ID: G00368972

Analyst(s): Hank Barnes , Derry Finkeldey


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 marketers to apply segmentation effectively.

Table Of Contents
  • Key Challenges



  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.