Measuring Persona Effectiveness

January 1st, 2018

Barbara Winters VP, Principal Analyst

Beth Caplow VP, Principal Analyst

With contributors:

Paul Ferron , Amy Hayes , Barry Vasudevan , Katie Fabiszak , John Buten

Summary

Establishing metrics is essential to monitor progress, ascertain value, and determine areas for improvement in an organization’s persona efforts. To verify that an investment in persona knowledge is fueling conversations and driving engagement with buyers, organizations should measure the outcomes of persona-based marketing initiatives compared to traditional product-focused marketing. Evaluation categories include the organization’s readiness to implement a persona-based go-to-market approach, as well as persona-based activities, output, and impact. In this report, we present four metric classes for tracking persona effectiveness.

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