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    Course · Customer Intelligence trackFramework

    Buyer Personas

    Detailed persona cards for the roles in your buying committee.

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    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Anti-Personas
    The buyers we will refuse — and the reasons we hold the line.
    Porter’s 5 Forces
    Score each force 1–5 and capture the dominant story.
    Pricing Willingness Interviews
    Van Westendorp · 4 price questions · 8 buyers.
    Persona Sheet
    One persona: bio, jobs, pains, gains, channels, quote.
    Empathy Map
    Says, Thinks, Does, Feels — for one persona.
    Define · Customer Segments
    Cluster buyers into 3–5 real segments.
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    Audience Strategy
    Who you choose to serve — demographics, psychographics, pains and priorities of the buyers you actually want to win.
    Customer Strategy
    The full commitment to customers you make: segments to win, jobs to solve, promises to keep, and value to deliver over the lifetime.
    Segmentation
    Segment a market by need, behavior, value and context — not just demographics.
    Personas
    Fictional profiles that make abstract segments concrete for the team.