Case Study

Merrill Corporation: Operationalizing Personas To Improve Organizational Alignment

September 4th, 2019
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
John Buten, Principal Analyst
John Buten Principal Analyst

Summary

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.