Tag Archives: Market share

Who Should Build Buyer Personas? Marketing or Sales?

Over the past year, I have been getting this question asked more frequently.  To be honest, it actually is a very disturbing question to me. Before I explain why, I would like to start with two trivia questions: A. When buyer personas were first launched in 2002, which group was the biggest advocate of this research and development process? B. Which corporate group put up the most resistance to this new concept? If I could see a bunch of hands go up in the air at this moment, I would bet many of you answered the question A with marketing…

Article by Tony Zambito