Question

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

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

Answer 1

Answer:

B) Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.

Explanation:

A company's buyer persona is the representation of who your customers are and how they should react towards your product or service.  

Theoretically, a company should represent their buyer personas based on marketing research and actual information about current customers, but this is not an exact science. The more information you can obtain that helps to better represent your customers, the better. Sometimes back office teams possess extremely relevant information about you r current customers that need to included in the process of constructing a buyer persona.

The importance of buyer personas is that a company needs to know who is their target market.