Who First Persona/ICP Self Assessment

1
How many distinct personas or ICPs did your team create?* This field is required.
We haven't created any.
Just one.
Less than 5 (but more than 1).
More than 5.
2
How many customers did your team interview in the process of creating your personas/ICPs?* This field is required.
We didn't conduct any interviews.
We didn't conduct interviews, but we did conduct market research or surveys.
5 or fewer interviews.
5-10 interviews.
10 - 20 interviews.
More than 20 interviews.
3
How many people from your organization were direct participants in your customer interviews?* This field is required.
We didn't conduct customer interviews.
We outsourced our customer interviews.
One person conducted the interviews.
2-5 people from marketing.
2-5 people from multiple departments.
More than 5 people.
4
After you created your personas/ICPs, did you do any of the following to validate them?* This field is required.
Validate them? What?
A gut check.
We showed them to other stakeholders throughout the business.
We showed them to people outside the company.
We conducted formal market research with the personas after creating them.
We verified them with CRM data.
We verified them with additional customer surveys or research.
5
Do you report on critical metrics by persona/ICP?* This field is required.For example, leading indicators like Conversion Rate, Lead Score or Qualification Rate or later stage metrics like Rate, Close Rate, % of your Revenue, Sales Velocity, or CAC.
No, that isn't important to us.
No. We would like to but don't know how to do it.
We know which personas we're most likely to close or convert.
We could find that out if we needed to, but don't have bandwidth.
Yes, our reports are segmented or drill down by persona/ICP.
6
Do you ever hear your team discussing the personas/ICPs in the context of their work?* This field is required.
No. We're struggling to put our personas/ICPs into practice, honestly.
Yes, but not in a positive way. Mostly they joke or argue about them.
Only if I or another leader brings them up.
Sometimes, but not often.
All the time. Our personas/ICPs are central to our day-to-day work, strategy, and reporting.
7
Which of the following do your personas/ICPs contain? (1 of 2)* This field is required.
Demographics (age, gender, etc.) or Firmographics (size, revenue, industry, etc.)
Valuegraphics or Personality profile
The product or line of business they are interested in.
Pricing bands or competitors they're considering.
The channels used or how they find you (paid vs. organic).
Social networks they use.
Role or Job Title.
8
Which of the following do your personas/ICPs contain? (2 of 2)* This field is required.
Direct customer quotes describing their goals, desired outcomes, or "after purchase" life.
Direct customer quotes describing their pain points or "before purchase" life.
Steps and decisions customers said they had to take in order to make a purchase decision.
Direct customer quotes that capture their mindset before and during their journey to a purchase decision.
Things that customers said stopped them from getting started or slowed them down along their journey.
Descriptions of their emotional journey taken from customers' own descriptions and in their own language.
None of these things.
9
A project is being reviewed for final approval. What criteria is used to approve the work your team produced? (…be honest. Lying only hurts you.).* This field is required.For example, a piece of long form content, revisiting old blog content, video content, creating a lead nurturing flow, creating sales and marketing content for a new product, a new campaign or initiative.
Stakeholders review the content and approve it or make changes.
If it complies with brand guidelines and is free of errors (grammar, spelling, etc.) we approve it.
We don't really approve work at the end of our process like that.
The assignment would have contained acceptance criteria like length, business objectives, SEO terms, etc.
The assignment would have contained acceptance criteria based on the needs of the target persona/ICP.
10
Are you assigning a persona/ICP to prospects when they enter your funnel?* This field is required.
No, we only use personas/ICPs for content creation.
No. We would like to but don't know how to do it.
Yes, we set their persona/ICP based where or how they convert.
Yes, we use behavioral or content signals to set their persona/ICP.
11
Your Email Address, only if you would like us to email you a summary report.
example@example.com
12
Your Name
First Name
Last Name
13
User PointsTotal points acquired by user
14
Available Points
15
User Score
16
Results: Less than 20
It looks like you've got a lot going on, but your personas are not pulling their weight. If what you're doing is working, it's despite your personas or ICPs. Not because of them.
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17
Results: 20 to 69
You've put some effort into your personas/ICPs but you have content and process problems with them. It's unlikely you're seeing the outcomes you should.
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18
Results: 70 to 100
You're doing some things right, but you probably can't separate what's working from what's not. Your personas/ICPs aren't getting traction across your organization.
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19
Results: 100 to 120
Overall, things are pretty good. Where you're most likely to be weak is application of your personas/ICPs and closing the loop on performance.
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20
Results: 120 or more
You're in the top 5% of organizations when it comes to creating and applying personas/ICPs. You probably don't need our help, but we'd love to hear how you did it!
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21
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