Here’s a buyer persona I’m developing for Chris. a product marketing manager in a technology company. I'm hoping you'll let me know if I’ve grokked him.
Chris is 29 years old and recently married. He and Karen want children some day, but she’s also got a good job, and with the pressures of a big mortgage, they think they’ll wait a few years to start their family. For now their baby is Logan, a two-year-old springer spaniel that they rescued from a shelter.
Chris has been in the tech industry for five years. He was a product manager until the most recent reorganization created a separate product marketing group. He willingly made the move to the new department, but that was more than a year ago and he is still trying to understand just how his job fits with those in product management, marketing communications, and sales. Chris is responsible for the go-to-market planning for several products, but he spends most of his time:
· Attending meetings
· Answering emails
· Writing content for sales collaterals
· Helping sales people with customer accounts
· Driving to and from work – the new house has resulted in a longer commute and the traffic is horrible
These pressures plus a tight travel budget have limited Chris's customer interactions to times when he helps sales people with demos or prospect presentations – definitely not what he had in mind when he took this job. He knows he’s not spending enough time listening to the market or working on strategic activities, but he doesn’t have time to get focused amid the daily frenzy of requests and emails. He keeps thinking that there is a more effective way to do his real job, but can’t figure out how to get there from here.
Does Chris sound familiar?