In a persona-based marketing approach, there is never enough time or money available to target every conceivable buyer persona. So, when moving to a persona-based approach, one of the biggest challenges is deciding which personas to target. Portfolio marketers have primary responsibility for defining buyer personas. Develop a fact-based framework that prioritizes and selects personas as part of a go-to-market architecture. In this report, we present a three-step approach to prioritizing and selecting the buyer personas that will drive the greatest business value for the organization.