The ROI Persona Framework
A worksheet for building buyer personas that tie each persona to the ROI you deliver and the message that fits each stage of their journey.
Persona Inputs
Strong personas draw on three inputs: the customer's own voice, the market they operate in, and how they actually buy. Capture what you know in each.
Persona Tiers
Most accounts have three tiers of stakeholders: Drivers set the direction, Deciders own the outcome, and Doers work with the tool day to day. Each tier needs its own titles, message, and proof.
Org-wide leaders with veto or champion power. They care about big-picture results and engage with messages that align to growth strategy and market position.
Key decision-makers with budget authority and clear business outcomes they need to hit. They approve the investment — messaging needs to demonstrate impact on acquisition, ROI, and execution.
Front-line contributors who want to hit tactical KPIs tied to their role. They evaluate fit, drive adoption, and surface the use cases that make the tool indispensable.
The Buyer's Journey
Six stages from status quo to selection. For each — who's involved, what they're doing, what they need, the question they ask, and how you respond.
Status Quo
Change
Solutions
Solution
Solution
Selection
Persona Deep Dive
For each member of your buying team, get specific. The named persona on this page is a worked example — clone the structure for every other persona that matters to you.
ROI Impact Map
For every customer KPI you move, name the persona who owns it, the data they track, and how your product helps them hit it. This is what connects each persona to the ROI story you tell.
Discovery Questions
A measurable ROI story starts with a measurable goal. These six questions surface the targets, gaps, and consequences your product is positioned to solve. Customize the rationale for your motion.
Connect each persona to a KPI, budget, or operating outcome they own. If no measurable outcome is available yet, record what evidence still needs to be gathered before the persona drives messaging.