Growing better in the marketing world comes down to having a deep understanding of your buyer personas - fictional representations of your ideal customer, which help you tailor your messaging, content, product development to appeal to their specific needs, behaviours and concerns.
Relevant messaging is the bread and butter of lead generation, because when choosing a product or service, people naturally gravitate towards businesses they know and trust. And hey! The best way to build trust is to show genuine understanding and concern for the other guy!
So that everyone, company-wide, is on the same page about what makes your customers tick, you need to have unified personas. This ensures that: product development can use buyer personas when building product roadmaps to prioritise changes based on what customers need the most, marketing can use them to build effective strategies, sales can build rapport, and customer support can better service people!