What is the role of “back office” teams (accounting, legal, etc.) in creating buyer personas?

  • Back office teams don’t need to be involved in creating buyer personas, but they should understand and accept the finished personas.
  • Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.
  • Back office teams should own the buyer persona creation process because they are less biased than customer facing teams.
  • Back office teams shouldn’t be involved with buyer personas at all because they don’t interact with customers directly.