This IDC Market Perspective explains what is missing from most buyer personas and why it is important to include buyer insight to make the persona actionable. In-depth interviews with buyers who have recently made the decision to purchase a solution similar to the one offered by your organization reveals the who, what, why, and how associated with a buying decision. Committees made up of stakeholders from all the impacted areas of the business are commonplace and include an economic buyer, a lead evaluator, and representatives from security and compliance. Business users are involved from the very early stages to understand the requirements and assist in the evaluation process.
"To be effective, supplier marketing should understand the jobs to be done for each of the stakeholders on the committee. In-depth interviews are most effective for building actionable personas. A comprehensive framework helps to aggregate the key insights that come from learning the buyer's story." — Frank Della Rosa, IDC research director, SaaS and Cloud Software.
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