Announced today was Goal Centric’s official introduction of the Buyer Persona Strategy Playbooks series. I have made reference to these playbooks in recent posts as well as our work with Hewlett-Packard. My colleague Angela Quail and I have taken quite a journey of innovation with respect to the playbooks. In collaborating with Kevin Hooper, VP of EMG at HP, we’ve been able to work with an innovator and pioneer in the use of buyer persona strategy development that provides insights for the creation of sales and buyer enablement strategies. The press release can be found at:
http://www.prweb.com/releases/2010buyerpersonastrategy/03goalcentric/prweb3663374.htm
Below it is printed for your convenience:
Buyer Persona Strategy Playbooks Introduced by Goal Centric
Goal Centric introduces revolutionary strategy, marketing, and sales playbooks based on buyer insights and buyer personas. HP incorporates use of buyer persona playbooks to develop winning strategies and gain marketshare in the mid-market space.
New York, NY (PRWEB) March 15, 2010 -- Goal Centric Management, Inc., a privately held strategy consulting firm and the leading experts on Buyer Insights and Buyer Persona Development since 2002, announced the introduction of their Buyer Persona Strategy Playbooks Series. The interactive Playbooks are designed to provide an insightful view of customers and buyers that will enable senior leaders to formulate effective strategies in sales, marketing, and customer experiences. Goal Centric addresses senior leaders’ need to gain critical market and buyer insight to inform strategies that result in top line revenue growth.
The Buyer Persona Strategy Playbooks Series will consist of four Playbooks aligned with strategy, sales, and marketing:
The Buyer Persona Strategy Playbook: designed to provide the foundational insight into an organization’s target buyers and their ecosystem of relationships, a detailed view of their buying processes, and strategic insight about how to best meet their goals.
The Buyer Persona Sales Playbook: designed to enable sales teams with the situational conversation guidance they need to anticipate buyer goals and to align selling processes with their buyers’ buying processes.
The Buyer Persona Marketing Playbook: designed to empower marketing teams with the insight and guidance they need to create marketing and sales-ready messaging that resonates with buyers.
The Buyer Persona Experience Playbook: designed to map a buyer’s journey through an organization’s touch points, providing leaders with the insight they need to uncover gaps and create new touch point experiences that improve customer loyalty.
“The Playbooks are revolutionary in that they are designed to help senior executives answer the questions of where to play, who to play with, how to play, and how to win in today’s dynamically changing buyer-centric marketplace,” said Tony Zambito, Founder and Principal of Goal Centric. “The Playbooks are designed to enable strategy, buyers, sales, and marketing in a way that creates alignment to best serve buyers’ goals.”
Buyer personas, archetypal representations of buyers and their buying processes, serve as guides to marketing strategy, sales strategy, customer and sales messaging, and content development. "We've often seen companies that just create a buyer persona profile as the end product, which is too insubstantial and misses the strategic value of buyer personas," said Angela Quail, Goal Centric Principal. "The Buyer Persona Strategy Playbooks Series result from an investigative process that gathers critical buyer insight designed to inform and deploy executable, top line revenue growth strategies.”
Hewlett-Packard Company, which mounted a 9,000 mid-market accounts mapping strategy with partners, utilized Goal Centric’s Buyer Persona Strategy, Sales, and Marketing Playbooks to gain the insight it needed to develop effective sales, marketing, and buyer enablement programs. “The Buyer Persona Playbooks provided us with the information we needed to win in the mid-market space. The Playbooks enabled our selling teams to anticipate buyers’ wants, needs and decision process at their level, using their language and terminology. They have been a key game changer and a component of our market share gains against the competition”, said Kevin Hooper, HP Vice President, Emerging Growth Accounts, Enterprise Business Sales. HP has developed vertical market strategies around buyer personas that align their sales and marketing organizations efforts to win at the mid-market competitive level.
About Goal Centric
Goal Centric is a privately held company based in New York, New York and Menlo Park, California. Goal Centric is a strategy consulting firm that provides Buyer Insight and Buyer Persona Development services to help companies understand their customers better and develop growth strategies. The company today is led by two noted innovators and experts in buyer persona development, Tony Zambito (author of the blog Buyer Persona Insights and Angela Quail (author of the blog Persona Creation), who together have nearly twenty years in persona development experience. The two principal partners have provided persona development advisory services to many of today's leading global companies, including FedEx, Reed Elsevier, Microsoft, HP, and IBM.
For more information, visit www.goalcentric.com.
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