Persona
A role-based slice of the ICP (e.g. PM, engineer, operator, buyer) used consistently across the schema to keep narrative, routing, and assets aligned.
Last updated: December 12, 2025
Definition
A role-based slice of the ICP (e.g. PM, engineer, operator, buyer) used consistently across the schema to keep narrative, routing, and assets aligned.
In practice
- Use personas as a routing dimension for content and plays (what this role needs to do next).
- Keep persona definitions stable; adjust examples and assets more often than labels.
Common mistakes
- Creating too many personas that overlap and can’t be distinguished operationally.
- Treating persona as “job title” only instead of needs, workflows, and language patterns.
Related terms
- Shared schema — The cross-functional contract: a shared set of fields and definitions that represent reality consistently across GTM30, without team-specific terminology or parallel tagging systems.
- ICP (ideal customer profile) — A definition of who a message, page, and motion is for — operationalized in GTM30 as shared schema fields used across content, community, and systems.
- Lifecycle stage — Where a customer is in their journey (e.g. awareness → evaluation → activation → retention), used as a shared field to align content, sales plays, and support responses.
- Intent level — A shared signal of how close someone is to action (low/medium/high), inferred from patterns like page types viewed, depth, and CTA behavior — used for routing and prioritization.