Single-Product vs. Multi-Product Positioning: A Comprehensive Guide
Positioning with April Dunford
The Importance of a Champion Persona in Sales
"We would spend sometimes like weeks and weeks on these personas," he says. "And then here's what would happen every time": We never use any of them." After a while, I changed my thinking on this: The champion is either the person that has taken it upon themselves to enter a purchase process because they're trying to solve a problem for their department or someone else. So that is the champion. And this person's job is to get consensus with the other six or seven people that care about this thing.
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