Published: 04 May 2023
While widely adopted, individual buyer personas are not sufficient to guide B2B strategies. An enterprise persona — a profile of the ideal tech buying organization — is a critical area for CSOs to apply segmentation effectively and meet revenue targets in today’s business environment.
Many sales organizations default to establishing very broad target segments because they are cautious about missing potential winnable opportunities by narrowing their focus.
Many sales organizations focus on targeting individuals as leads, rather than considering the dynamics of the enterprise that those individuals work for. However, B2B decisions are typically organizational decisions, rather than the sole responsibility of an individual.
Creating an effective enterprise persona is challenging because it requires aligning internal stakeholders and must include a mix of details — some that can be easily discovered and others that will require more research and customer interactions.
To improve sales planning,
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