Case Study

Merrill Corporation: Operationalizing Personas To Improve Organizational Alignment

September 4th, 2019


Many B2B organizations struggle with the development and implementation of an audience-centric go-to-market approach. Aligning teams on target buyer personas and common language is especially difficult. Misalignment can result in activities and programs that miss the mark with buying audiences, which perpetuates a highly siloed environment with an inconsistent go-to-market strategy. In this report, we describe how Merrill developed personas to build a common understanding of buyers that the organization leverages successfully in downstream activities and uses to support an audience-centric go-to-market approach.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.