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)
