Almost every product eventually runs out of room to add capabilities that really matter to new buyers. Unless the company can find a premium-price position, the sales people will struggle for every deal through hand-to-hand combat and discounting.
I recently reviewed twenty-four buyer personas produced by four product marketing teams. While most needed a lot more work, Kristine’s was exceptional. I didn’t know the story I’m about to share with you when I reviewed Kristine's work. As none of the people assigned to