The most important customer to an organization often differs depending on which function you're talking to. Leah Leachman of GartnerMKTG discusses how marketers can take the lead on forming a cross-functional understanding with peers in cmswire here.
Focus on collecting insights from essential customer groups.Consider the question: Who is your customer? Simple in theory, but harder in practice as organizations continue to build theirIt's hard for marketing leaders to admit they might not fully know the answer to this question. Everyone has an idea of who their customer is, but that idea isn't shared.
This leads to confusion and a messy, tangled web of understanding who the customer is and what they may want. Sure, organizations have a lot of different data about the customer that may share some crossover between functions, but it’s only so useful. Each set of data helps attach understanding to a specific goal, like buyer or website behaviors, but they remain separate from each other — almost as if we are talking about different customers.
To avoid all of this, those taking the lead on creating personas must form a cross-functional customer understanding council with their peers, focus on collecting insights data to develop the right personas and familiarize the organization with personas and their purpose.
One of the main reasons that organizations struggle with personas is that they lack structure for how to leverage data across teams. This further fuels a fragmented picture of who the customers really are.Defines clear objectives of what needs to be learned.
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