Who takes part when a customer decides to buy from you?
Works helps you name the two to four roles in a purchase. Each role gets a persona, a profile of one type of buyer. You interview five to eight customers for each persona. Each persona document is checked and has word-for-word quotes. You get a map of who influences whom and a one-page summary card for sales calls.
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Your sales team reads the summary card for each persona before a call.
The work starts from your ideal customer profile. You name the roles in a typical purchase: who starts it, who compares options, who approves and who uses the product. You can check the roles against recent deals in your CRM. Then five to eight recent customers for each persona give a 20-minute interview. The notes record their exact words. Each persona document lists goals, challenges, decision criteria, objections and where they get information.
Two to four checked persona documents, each with the role, goals, challenges, decision criteria, objections, information sources, and at least three word-for-word quotes. You also get a buying committee map and a one-page summary card for each persona.
The work starts from your ideal customer profile. Four stages produce the personas and the summary cards.
A few questions in plain words. The answers set up the run for your business.
The Customer Researcher agent writes the interview guide, the personas and the cards. You make the choices at each stage.
Runs customer and buyer research for personas, needs, the buying process, win/loss, and the customer advisory panel.
Designs buyer interviews and turns them into checked personas, word-for-word quotes, and a buying committee map
Jeanie leads a core crew of seven that runs your company day to day. They direct the specialist and workflow agents in each playbook, including the ones on this workflow.
The apps and accounts this workflow reads from and writes to. Connect them once and Works keeps them in sync.
These are starting points, not a limit. Connect the tools you already use.
One Strategy workflow uses these personas.
In Strategy, Develop Buyer Personas is part of the Markets and Customers work.
Each template opens inside Works after you sign up.
A buyer persona is a profile of one type of buyer. Each one describes one role in the buying decision, such as the person who approves the purchase. It lists the goals, challenges, decision criteria and objections of that role. It also says where that role gets information. It has at least three quotes in the buyer's own words.
You interview five to eight recent customers for each persona. Each interview takes about 20 minutes. You choose four areas to ask about, such as the buyer's goals and how they compared vendors. You can also ask what nearly made them choose a competitor. The notes use the buyer's exact words.
You need your ideal customer profile. You also need a list of recent customers who can give a 20-minute interview. Your sales team adds the common buyer types and the objections they hear. Notes on deals you won and lost help too, if you have them. Call recordings help in the same way.
Each persona gets a one-page summary card for sales call preparation. The card can show the goals, objections and opening questions for a first call. Marketing gets a ranked list of content topics for each persona. You choose where the cards and the map of who influences whom are kept, for example in Notion.
Sign up to name the roles in your customers' buying decisions.
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