// GTM
Persona
A named archetype representing a specific role in the buying committee, champion, user, EB, etc.
In depth
Personas are used to tailor messaging, content and demos. B2B personas should be role-based (VP RevOps, Head of Sales Enablement), not demographic. Distinct from ICP, which is account-level.
Related terms
ICP
Ideal Customer Profile, the tightly-defined firmographic + behavioural profile of the accounts you win, keep and expand.
Champion
An internal advocate inside the buying org who sells the deal when you are not in the room.
Economic Buyer
The single person with discretionary authority to release the funds for the purchase.