Summary
Forrester’s Portfolio Marketing Survey, 2023, reveals that practitioners at high-performing organizations are four times more likely than their lower-performing counterparts to have defined buyer personas for more than three quarters of their offerings. However, many revenue teams indicate that persona profiles aren’t consistently leveraged or impactful. In this report, we illustrate the common challenges that prevent personas from fulfilling their true potential, why they are and will remain relevant, and how portfolio marketers can orchestrate a more collaborative and closed-loop process with revenue teams to collect persona insights, purposefully package personas, and intentionally deploy persona profiles.
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