25
2019 Marketing Operations Maturity Benchmarking Report
Just over half of all respondents
are effectively using personas
to describe their chief buyers
types and using them to
guide marketing efforts.
One of the most important roles of marketing
operations is to establish the processes
around customer knowledge that not only
update against existing benchmarks, but
expand the palette of information and
how it is used in marketing and beyond.
A focus on the buyer's journey has increased
with our collective understanding of the
complexity that digital has brought to
purchasing. But even as marketers have
come to understand that content has to
be matched with the role of the reader
within the buying committee, only half of all
respondent organizations are proficient in
aligning their activities with the journey.
Similarly, just over half of all respondents
are effectively using personas to describe
their chief buyers types and using
them to guide marketing efforts.
Figure 22: Persona management process efficacy
Our Persona Management process includes optimizing profiles to represent our different
customer types.
38% 38%
16%
8%
16%
26%
39%
19%
23%
31%
32%
15%
Fully Mostly Somewhat Not at all
Top performers Mainstream All
N=155
