PERSONA MAP - GENERAL COUNSEL (DRAFT)

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GENERAL COUNSEL

Main topic

ROLE DESCR

NORTH AMERICA

EUROPE

CLIENT EXAMPLE

DEMOGRAPHICS

Average tenure - 3 - 5 yrs?

They are going to be spending 90% of their time looking for their next job

Industry (Cross Industry) Company Size: Large, Mid-Size, SMB

BUYING CENTER

The entity that holds the budget for a purchase typically a business unit, department or team

COMMON TITLES

POSITION ON THE ORG CHART

Above a Manager

INITIATIVES

Initiatives are stages

Year - 3 - get a new role/job

Year 2 - get it done

Year 1 - not too much

Save more on their journey

Hiring the right people in the right places (you don't have to hire as many people if you have the right software in place

Manage Budget (AOL Story) - pay for themselves based on-savings

Initiative SLM programs, CLM programs, SA

Manage compliance

Manage Risk

Not a day to day thing

Repurational Concerns with the Suppliers they work with

What initaitives or programs the persona is most apt to be working on. Capture the emotive component towards the initiative (aspirations or desires for the personal success)

WATERING HOLES

Conferences

Procurement Leaders ?

SIG ? -

Places the persona goes to network or exchange information (e.g. online communities, trade shows, web sites, industry events, association meetings)

CONTENT PREFERENCE

Thought Leadership - eGuide

References

Want to know it is safe

Adoption because they've been burned before

Transition in the role and change in the landscape

Example of client from Ariba

More on people's opnion then data

Case Study

Business Case

ROI Calculator

Late stage - finalizing the decision

Early stage - If talking to us for a month then they don't have a budget

Types of content assets the buyer persona prefers to consume information and the ways in which the persona prefers to interact with your organiztation when in the buying mode

METRICS

C-Suite Metric

Examples: Earnings Operating Cost Profit EBITDA EPS Shareholder Returns

Value Metric

SPM / SIM - using the wrong metrics for this

All suppliers measured by the same when they should not

Environmental , CSR - EUROPE

Diversity Spend - US

TCO

Triple Bottom Line

Hard cost v. Soft costs

Identified v. Realized

CAPEX v. OPEX

Cost Avoidance

Time savings

they are not going to tell their boss this

Spend Under Management

Examples: Human Capital Shareholder Value Outsourcing Costs Labor Costs New Sales Revenue Etc.

WHY DETERMINE?

Ex: Reduce Cost Increase Revenue

Example: We need to reduce the time it takes to capture and generate key financial metrics for the business

Subtopic

BUYER OR CUSTOMER ROLE TYPE

Gate Keeper

Influencer

Decision Maker

Champion

CHALLENGES

How to measure against C-level metrics

Visibility into spend data -- pulling data from multiple sources and being able to present it

No source of truth

Driving Results from teams

Resources

technical, human resources

Talent

they are doing the hiring

Business issue(s) or Pain Point(s) faced by the role and the corrsponding titles. Capture the emotive component towards the challenge (fears, uncertainties and doubts)