The Persona Importance model provides a persona’s level and position within the list of contacts, comparing it with marketing and sales outreach activity of your company with previous similar efforts that ended in a sale. A persona is a function of job function and seniority level. Admins can configure which personas are most important for a product or a service.
Use cases
Revenue Marketing
Open any company to view the account details, and select the Persona Map tab. The persona map shows which level and position has had the greatest impact on past won opportunities. When targeting accounts, you can use that as a guide to make sure that you’re engaging the right personas in your marketing and sales outreach. Refer to account persona map for more information.
You can target personas in Advertising campaigns. Refer to Persona Targeting for more information.
Sales Intelligence
The persona map helps you identify the contact coverage across a persona by helping you identify which contacts are in your CRM and which contacts are missing. The distribution of contacts on the persona map helps you identify:
Which contacts tagged to a particular persona are already in your CRM.
Which contacts tagged to a particular persona are not in your CRM and could be acquired.
Persona map importance (weak, moderate, or strong) is an assessment of how important this persona is to a typical buying team for a product or service from your company.
Admins can configure what job levels and job functions are displayed in the persona map on company details pages. Refer to Sales Intelligence Admin Settings for more information.
There are three places you can access the persona map in SI:
Company details pages: You can go to the persona map tab to access which contacts in your admin-defined personas are in the CRM and which contacts you can acquire that map to a particular persona. Refer to Company Details Pages in 6sense Sales Intelligence for more information.
Persona importance filter on dashboards: You can filter out contacts by their persona importance in order to look for only strong persona importance contacts, for example.
Accessible from the people dashboard or recommended actions dashboard.
Persona importance filter in Discovery: You can filter out contacts by their persona importance to discover and acquire contacts that are not in your CRM.
Refer to 6sense Sales Intelligence Discovery for more information.
Model details
Inputs
Average profile fit score for contacts with that persona.
Normalized count of contacts with that persona in their CRM.
Average number of times that persona was engaged by sales (task engagement) prior to an opportunity won.
Definitions
A persona is a combination of a contact’s job function and job level. For example, Marketing Director would be one persona, while Marketing Manager would be another.
Persona Importance helps measure which personas have had the greatest impact on historical won opportunities within a particular organization. High importance personas tend to be those that have a significant impact on driving deals to close and should be where sales teams are focusing their attention. On the other hand, low importance personas typically do not have a large impact on outcomes and should not be prioritized for outreach.
Calculation
Persona Importance is calculated using a weighted sum of the three input variables.