Rapid Immersion Persona
PTC, a $1.3 billion software company with a longtime leadership position in the CAD and PLM markets, has been rapidly building out a robust offering in the Service Lifecycle Management space (SLM). When the acquisition of Servigistics expanded its SLM portfolio even further, PTC determined it needed to more closely examine and understand the critical role of the Service Executive in manufacturing companies.
GMG employed its Rapid Immersion Persona SM process with a dozen PTC service and marketing team members from the strategy, product management, sales and marketing communications groups. To start the process, GMG recruited and conducted 20 in depth phone interviews with Service Executives who met PTC’s target profile. Once the interviews were complete, GMG lead a 6 hour Rapid Immersion Workshop with the PTC team. During the session, GMG and PTC team members reviewed the research results and worked together to bring the VP Services to life by examining his background, responsibilities, goals, challenges, as well as his information gathering and purchase processes. The end result was Alex, a clear, easily digestible representation of PTC’s VP of Services target.
GMG drafted the final persona document which included specific marketing direction based on the research findings and workshop. With a rich understanding of Alex, the PTC team was able to develop clear, actionable insights to guide their marketing efforts. As a result the team has radically changed the marketing mix and messaging to more effectively reach and communicate with Alex. From the GM of the division on down, everyone at PTC asks “What would Alex do?” when evaluating potential new programs and content creation. Based on Alex, PTC transformed its annual Service event from a roadmap centric agenda to a “service exchange” with the participation of Gartner, IDC, Aberdeen and the ASU Center for Services Leadership. The result is a sold out event with C level attendees and a full slate of private meetings with PTC executive leadership.