GTMap · Concepts

Persona

The person inside an ICP company who feels the pain, has the budget, or signs. Usually three different people.

A persona is a role plus a situation: what they are measured on, what breaks their week, what they have already tried. The role alone ("Head of Sales") is a job title, not a persona.

In practice you write for one persona per sequence. A message that speaks to the SDR and the VP at the same time speaks to neither.