If you’ve ever tried to convince your management that the company needs to throw out the checklist and focus on persona-based marketing, you will be happy to know that Forrester is on your side. I just saw analyst Peter Kim’s post about a report entitled Reinventing the Marketing Organization. It was well worth the $300 price tag just to hear another voice saying that marketing isn’t about creative promotional tactics anymore, that marketers need to become business strategists who have deep insight into buyer and customer personas.
One word of caution before you break out your credit card. This report and the research supporting Kim’s findings is focusd on B2C companies. According to Kim a B2B version is coming soon from fellow analyst Laura Ramos. I’ll be watching and let you know when it’s available.