# Buyer Persona Document

**Card ID**: `PMK-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Validated | Current
**Product**: {PRODUCT_NAME}
**Last Updated**: {DATE}
**Owner**: {OWNER_NAME}

---

## Persona Overview

### Persona Summary

| Persona | Role | Priority | Influence |
|---------|------|----------|-----------|
| {Persona 1} | {Title} | Primary | Decision maker |
| {Persona 2} | {Title} | Secondary | Influencer |
| {Persona 3} | {Title} | Tertiary | User |

---

## Persona 1: {Persona Name}

### Profile

**Name**: {Fictional name - e.g., "Marketing Mary"}
**Title**: {Job title}
**Department**: {Department}
**Reports to**: {Title}
**Team size**: {Number of reports}

### Demographics

| Attribute | Detail |
|-----------|--------|
| Age range | {Range} |
| Education | {Level, field} |
| Experience | {Years in role/industry} |
| Career path | {How they got here} |
| Next role | {Where they're going} |

### Company Context

| Attribute | Detail |
|-----------|--------|
| Company size | {Employee range} |
| Industry | {Industries} |
| Revenue | {Revenue range} |
| Structure | {Centralized/distributed} |

---

### Day in the Life

**Morning**:
{What they do in the morning}

**Afternoon**:
{Key activities}

**Challenges throughout the day**:
- {Challenge 1}
- {Challenge 2}
- {Challenge 3}

**Tools they use**:
- {Tool 1}
- {Tool 2}
- {Tool 3}

---

### Goals & Metrics

**Primary goals**:
1. {Goal 1}
2. {Goal 2}
3. {Goal 3}

**How they're measured**:
| KPI | Target |
|-----|--------|
| {KPI 1} | {Target} |
| {KPI 2} | {Target} |
| {KPI 3} | {Target} |

**Career aspirations**:
{What they want professionally}

---

### Pain Points & Challenges

**Top frustrations**:
1. **{Pain 1}**: {Description and impact}
2. **{Pain 2}**: {Description and impact}
3. **{Pain 3}**: {Description and impact}

**Current workarounds**:
| Pain | Current Solution | Problems with It |
|------|------------------|------------------|
| {Pain} | {What they do now} | {Why it's not ideal} |

**What they've tried**:
- {Previous solution 1}
- {Previous solution 2}

---

### Buying Behavior

**How they research**:
| Stage | Activities | Sources |
|-------|------------|---------|
| Awareness | {How they discover} | {Channels} |
| Consideration | {How they evaluate} | {Resources} |
| Decision | {How they decide} | {Influencers} |

**Decision criteria**:
| Factor | Importance | Our Score |
|--------|------------|-----------|
| {Factor 1} | {High/Med/Low} | {Strong/Weak} |
| {Factor 2} | {High/Med/Low} | {Strong/Weak} |
| {Factor 3} | {High/Med/Low} | {Strong/Weak} |

**Decision timeline**:
- Typical cycle: {Length}
- Approval process: {Description}
- Budget timing: {Fiscal considerations}

---

### Information Sources

**Trusted sources**:
| Source Type | Specific Examples |
|-------------|-------------------|
| Publications | {Names} |
| Analysts | {Firms} |
| Communities | {Groups, forums} |
| Events | {Conferences} |
| Influencers | {Names} |
| Peers | {Network type} |

**Content preferences**:
| Format | Interest Level |
|--------|----------------|
| Blog posts | {High/Med/Low} |
| Webinars | {High/Med/Low} |
| Case studies | {High/Med/Low} |
| White papers | {High/Med/Low} |
| Videos | {High/Med/Low} |
| Podcasts | {High/Med/Low} |

---

### Communication Preferences

**Preferred channels**:
| Channel | Receptivity |
|---------|-------------|
| Email | {High/Med/Low} |
| Phone | {High/Med/Low} |
| LinkedIn | {High/Med/Low} |
| In-person | {High/Med/Low} |

**Best times to reach**:
{Time of day, week}

**Tone preferences**:
{Formal/casual, data-driven/story-driven}

---

### Messaging That Resonates

**What they care about**:
- {Theme 1}
- {Theme 2}
- {Theme 3}

**Key messages**:
1. {Message that resonates}
2. {Message that resonates}
3. {Message that resonates}

**Proof they need**:
- {Type of evidence}
- {Validation source}

**What turns them off**:
- {Anti-pattern 1}
- {Anti-pattern 2}

---

### Objections & Concerns

| Objection | Root Cause | Response |
|-----------|------------|----------|
| {Objection 1} | {Why they say it} | {How to address} |
| {Objection 2} | {Why they say it} | {How to address} |
| {Objection 3} | {Why they say it} | {How to address} |

---

### Relationship to Other Personas

| Persona | Relationship | Influence Dynamic |
|---------|--------------|-------------------|
| {Persona 2} | {How they interact} | {Who influences whom} |
| {Persona 3} | {How they interact} | {Who influences whom} |

---

### Representative Quotes

> "{Verbatim quote from research}"
> — Research source

> "{Verbatim quote from research}"
> — Research source

---

## Persona 2: {Persona Name}

{Repeat full structure}

---

## Persona 3: {Persona Name}

{Repeat full structure}

---

## Anti-Persona: Who We Don't Target

### Profile

**Who they are**: {Description}

**Why they're not a fit**:
- {Reason 1}
- {Reason 2}
- {Reason 3}

**Warning signs**:
- {Indicator they're not a fit}
- {Indicator they're not a fit}

---

## Research Methodology

### Data Sources

| Source | Sample Size | Date |
|--------|-------------|------|
| Customer interviews | {N} | {Date} |
| Prospect interviews | {N} | {Date} |
| Survey | {N} | {Date} |
| Sales feedback | {N} | {Date} |
| Support data | {N} | {Date} |
| Analytics | {N users} | {Date} |

### Validation

| Method | Result |
|--------|--------|
| {Validation method} | {Outcome} |

---

## Usage Guidelines

### For Marketing

- Use persona names in campaigns
- Reference pain points in messaging
- Align content to information sources
- Match tone to preferences

### For Sales

- Identify persona in discovery
- Use relevant proof points
- Address persona-specific objections
- Adapt pitch to decision criteria

### For Product

- Prioritize features by persona value
- Design for day-in-the-life
- Address core pain points

---

## Persona Maintenance

### Review Schedule

- Full review: {Annually}
- Light validation: {Quarterly}
- Trigger for update: {Major market change}

### Update History

| Date | Change | Source |
|------|--------|--------|
| {Date} | {What changed} | {Why} |

---

## Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial personas |

---

*Template version: 1.0 | MMK Framework*