Many companies are on a journey to operationalize personas, improve their Forrester Demand Waterfall® performance, and implement predictive analytics to improve marketing performance. Spiceworks has incorporated all three of these priorities into a cohesive persona-based strategy. In this case study, we describe how Spiceworks’ renewed focus on personas has led to better cross-functional collaboration, improved the organization’s Demand Waterfall conversions, accelerated pipeline creation, and allowed for more efficient content creation.