Persona Ecosystems are one of Goal Centric's unique innovations to more clearly model B2B customer complexity. Ecosystems allow executive teams, sales, marketing, and product development to all talk about customers using the same language. Our Sales 2.0 Buyer Persona Playbook's ecosystems help align sales' and marketing's efforts.

Organizational Personas

The organizational persona is an archetypal model of a segment of your customer or partner companies. Similar to an individual persona description but of an entire, archetypal organization, the organizational persona description provides characteristics of a typical organization within a given segment, and the goals of that organization as a whole. Based on market research, it provides a concrete but generalized customer example for your company’s discussions about B2B customer segments or business partners.

Persona Ecosystems

A Persona Ecosystem is an additionally refined organizational persona that uses business role personas to model typical, relevant, title roles within an organization, their relationships to each other, their tasks that relate to your company’s concerns, and their roles in a buying decision. This additional level of detail provides information about how role relationships impact decisions. Buyers, product users, and influencers or stakeholders are typical role persona groupings. Although it is unlikely that all these personas will have individual persona descriptions, critical decision makers involved in buying process scenarios do. And one key persona may be highlighted to illustrate the role experiencing the most frequent or important touch points with your company. We use persona research, scenarios, and mental models to uncover insights into how these critical decision makers think and act.
The most expanded and robust persona ecosystems model multiple levels of attitudinal, relationship, and behavioral complexity, including all additional user and influencer personas outside the persona organization (e.g.: their partners, consumers, supply chain, government regulators, etc.). Relationships and importance of hierarchical or other influences can be highlighted with weighted and coded connectors and other tools. Using Persona Life®, Goal Centric’s interactive modeling technology, it is easy to see the 1,000-ft view of ecosystem relationships between your customers and their consumers, vendors, and others, and then to drill down to the 3-ft view of one role personas’ goals, daily tasks, buying process scenarios, and other details.
Goal Centric's rich and robust buyer persona ecosystems serve as the foundation from which you can map out strategies that provide sustained competitive advantages. Going beyond conventional demographics and psychographics, buyer persona ecosystems are research-based and rigorous, giving you a clear and deep picture of who your customers are and how buyers, users, and stakeholders interact together and independently with your organization, products, and services.