Thursday, May 3, 2012

Betcha Don't Know Why Your Buyer Persona Makes that Choice | Buyer Persona Institute

When I hear about buyer personas built on input from the sales people, I think about all the times that I asked our reps why a customer chose us (or didn’t).

For deals we won, it was always some version of “I have a great relationship with the customer.” And when we lost, the story revolved around a competitor’s rep who had a prior relationship with the account, that our solution was too expensive, or because we were missing a key feature.

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That's why product managers and product marketing managers should get involved with win/loss analysis. Hear my take on win/loss for product managers in my upcoming webinar. More at

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