Find the Job, Not the Persona
Use JTBD language to separate buyer demographics from buying progress.
The move: sell to the progress event. A persona says who the buyer is. A job says what progress they are trying to make. In outbound and discovery, the job is more diagnostic because it reveals the pressure behind the project. Two prospects with the same title can have opposite jobs: one wants cost control, another wants executive credibility, another wants speed after a failed implementation. The most useful JTBD sales notes have four parts: trigger, struggling moment, desired progress, and switch anxiety. Trigger explains why now. Struggling moment explains what no longer works. Desired progress explains the value language.…
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