Buyer personas are important for organizations, but like many tools they are most effective when embraced by all areas of the business. In some companies, the marketing department (whether that consists of one person or 50) develops and utilizes personas regularly, but the buy-in doesn't always extend to other departments.
Even if you appreciate the benefits of buyer personas, you might struggle gaining acceptance from other areas including the sales team or upper management.
If this sounds familiar, we've outlined some of the key benefits of using buyer personas below. Hopefully these will help you make your case: