HomeResearch Articles Merrill Corporation: Operationalizing Personas to Improve Organizational Alignment

Merrill Corporation: Operationalizing Personas to Improve Organizational Alignment

  • Organizations must create a common language around personas to drive consistency across the product, sales and marketing teams
  • Defining how to use personas and developing a plan for persona activation are critical steps for success
  • Through persona operationalization, Merrill has seen improved persona adoption within its organization as well as increased engagement with its buying audience
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