Iâve typically seen segmentation and personas fall flat in one of two ways:
either they were purely based on readily available internal data (usually,
transaction or product-focused), or they were purely based on external
interviews and didnât come with a perspective on how representative they were of
our customer or prospect base. Â The result: Sales uses one, Product uses
another. Â To drive towards maximum alignment of âwho is our customer, and what
do they care aboutâ, itâs important to merge both of these approaches. Â
My recommendation would be to start with one or the other, depending...