Merrill Corporation: Operationalizing Personas To Improve Organizational Alignment

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.