Product Marketing makes a great strategic move and creates personas for use in their processes. They invest in the effort, hold the interviews, do the field observations, and build 4-6 great personas that represent their buying market. The team takes the personas to the executives who love them, match them with the personas developed by product management, and proudly produce new posters for the conference room wall. Everyone applauds.
And, the next time you enter the conference room, visit your Web site, look at your collateral, the shiny faces smile back at you. Great, right?
(more…)
