Information Technology Persona: Technology Partner
This post defines the persona that can be used by Information Technology firms who are planing inbound marketing initiatives. It is part of a series of articles on marketing personas used by IT firms. The persona deals with the focus on marketing being on a technology consulting firm that is looking to partner with us to diversify their portfolio or reduce their costs.
- Title: CEO, Managing Partner, VP, Director
- Company Size: Small to medium: 50-100 people. Large enough to not have a struggle for survival but small enough to not have thought seriously about an offshore office.
- Main issues:
- Hiring and retaining good talent
- Showing off this talent to get good clients
- Using good talent/rates to hire better talent
- Doing the above in a progressively larger circle that ads value
- Can’t do everything in technology but dont like seeing it go
- Very high client penetration costs which they want to make the most of when they get in
- Keeping up with constant changes in technology
- Dealing with a very high attrition rate in the IT industry
- Surviving against offshore firms that drive the rates down
- Surviving against big 5 firms with massive resources
- Don’t trust someone else with their hard earned client-rust. Fear they will mess up project delivery.
- Are afraid someone else will run away with their client
- Geography: Typically focused on a particular geography and work around it.
- Typical motivation to partner:
- Know someone who knows someone who they can use in a project
- Education: Typically MBAs with Engineering backgrounds
- Works with:
- Product Partnerships
- Daily tasks
- Find business
- Manage Finance (cash flows, expenses)
- HR (hiring, evaluation, motivation..)
- Project execution oversight (dealing with escalations from PMs)
- Account Management (sometimes)
- Responsibilities
- TODO
- Likes/dislikes about job
- TODO
- Frustrations
- Unresponsive partner
- Too expensive
- Incompetent
- Pressures
- Having too much work for the team
- Having too little work and watching a team sit idle
- Concerns
- Needs
- Role in buying process
- Decision / Influence
- Drivers
- Typical LinkedIn Search > filter by companies that work in Microsoft (via Hubspot) and 50-100 employee companies
- Examples: this , this