How To Report

Operationalizing Personas: Functional Interlock

January 1st, 2018


After building buyer personas, B2B marketers often struggle to expand adoption of personas across the organization and incorporate them throughout the go-to-market process. The Forrester 2021 Revenue Enablement Study shows that personas are the least requested enablement assets across both internal and partner sales and marketing teams. Marketing organizations that invest in persona development must design persona deliverables for adoption and have a plan for driving adoption throughout the organization. In this report, we explain three steps that marketers should take to operationalize personas throughout the organization.

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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.