Persona briefs
Seven one-page briefs, led by title. Each is a build-from sheet: a short "why them," then the fields you assemble ads, posts, and influencer briefs from.
Personas are who. The angles (what we say) and how they map to personas/triggers/proof/motion live in positioning/gtm-messaging-matrix.md. An asset = one persona × one angle.
Scope this cycle: mid-market + enterprise; depth = Exec + Champion.
The spine: AI-Native. Lead the AI-Native story for everyone except the Growth PM, who leads on AI-First Growth (activation, click tax, TTV). The CX leader gets AI-Native priority with an outcomes flavor. Don't lead with activation curves for an exec or an engineer.
The seven (by title)
| Persona | Function | Type | Lead with |
|---|---|---|---|
| VP Product / CPO | Product / Growth | Exec | AI-Native · Modernize & True Intent · AI-First Growth (free-trial) |
| CTO / VP Engineering | Engineering | Exec | AI-Native interface layer · Build-in-codebase |
| PM | Product | Champion | AI-Native — Modernize & True Intent |
| AI Engineer | Engineering | Champion | AI-Native interface layer |
| Developer (IC) | Engineering | User→Champion | AI-Native — Build-in-codebase |
| CX leader | Customer Experience | Exec/Champion | AI-Native priority, outcomes flavor — AI Onboarding |
| Growth PM | Growth | Champion | AI-First Growth (the one growth-lens persona) · AI Onboarding |
How to use
- Pick the persona + an angle (from the matrix).
- Pull message + proof + a hook from the brief; obey the angle's guardrails in the matrix.
- Modules (Conversational Analytics, Trust Lab) are early-access — message forward-looking, never "available now."
Open gaps
- Developer: no published proof metric (time-to-first-agent) — don't invent one.
- PM & CX: shared surface-dependency risk — does Conversational Analytics need a conversational/agentic surface, or can it ingest intent from existing channels? Resolve before paid (
icp-c §11,icp-d §11). - CX: avoid the Fin/Decagon/Sierra deflection bake-off — lead activation/TTV, sell to the product/adoption budget.
- "Writes the roadmap" overclaims for PMs — always phrase as sharpens/feeds.