Overview
What are Personas?
Personas within the Playbook provide detailed information about each of your Ideal Buyer Persona (IBP), including their responsibilities, KPIs, common frustrations, value propositions, and typical objections.
Personas are not just job titles. They are organized by department or function and include decision-making influence, experience, and other relevant attributes.
When should I use it?
When learning about the responsibilities, KPIs, and pain points of your target personas
When you need to understand the value proposition for a specific persona (high-level)
When you want to train or refresh your knowledge on objection handling
When onboarding to a new sales role or vertical or persona
Step-by-Step Guides
Accessing Personas in the Playbook
Use this process to learn about your target personas and prepare for outreach.
Navigate to Playbook >> Personas.
Select the Persona you want to learn about.
Review the Persona card, which includes:
Responsibilities of the persona
KPIs they care about
Common frustrations and pain points
The value proposition tailored for this persona and vertical
Typical objections and recommended objection handling strategies
Calibrated Questions
Tabs on the Persona page
Summary
For a quick refresher, read summary.
It's a high-level overview of the persona’s responsibilities, KPIs, frustrations, value propositions, objections, and how to address them.
Persona mapping
An extensive breakdown of the persona’s responsibilities, KPIs, frustrations, and value propositions. This is used by AI agents to further personalize specific contact research.
Responsibilities
The responsibilities are directly linked to the identified pain points, ensuring that the persona’s role and duties are clearly defined in relation to their challenges.
KPIs
The persona's KPIs are generated based on their responsibilities and pain points. These KPIs reflect the metrics by which the persona’s performance is measured, offering insights into what drives their decision-making and priorities.
Frustrations
Frustrations represent the challenges and obstacles that hinder the persona from achieving their KPIs. Understanding these frustrations is vital for crafting messages that address these pain points directly.
Value props
The value proposition is generated by an agent who assumes the persona's perspective, aligning the company's value proposition with the persona’s pain points, responsibilities, KPIs, and frustrations. This approach ensures a customer-centric value proposition tailored to each persona.
Objections/Concerns
These are potential objections or concerns that the persona might have are generated next. These are based on the previously identified fields and are essential for anticipating and addressing any potential barriers to engagement.
Objection addressing
With the same customer-centric approach as the value props, the persona agent suggests ways to address these objections or concerns, ensuring that responses are aligned with the persona’s needs and the overall value proposition.
Buyer journey info
This represents a detailed journey of the persona when procuring a solution similar to the company’s offerings based on the content of the value props field. It includes use cases that might trigger the persona to seek out a solution, providing valuable insights into the decision-making process.
Buyer journey use cases
The buyer journey use cases info represents the different use cases that could trigger the persona to look for a solution similar to the company’s offering based on the content of the value props field.
Pain points
A focused list of the persona’s main challenges and pain points.
Sales coach
Shows Calibrated Questions for this persona.
A calibrated question is an open-ended question salespeople use to engage prospects in a way that:
Shows deep understanding of their responsibilities, KPIs, pain points, and frustrations
Assumes they already have a plan in place (so they don’t feel cornered or judged)
Positions you as an industry peer, not “just another salesperson”
Lowers the prospect’s zone of resistance and encourages open dialogue
Why it works:
Builds credibility and trust by describing the challenge precisely
Makes the prospect feel respected (they’re not being told they’re doing something wrong)
Encourages them to share openly about their current approach and challenges
Plays
See which sales plays are attached to this persona. You can view play instructions and edit the play if needed.
Company profile
Read about the business description of the vertical this persona belongs to.
Also, you can see here what qualification & research agents are used for this vertical.
FAQ
What is a persona card in Evergrowth?
A persona card is a detailed profile of a target buyer or stakeholder, including their responsibilities, KPIs, frustrations, value proposition, and common objections. It is used to help salespeople tailor their outreach and improve engagement.
How do I access persona cards in Evergrowth?
Go to the Playbook section in Evergrowth and look for the Personas area. Here you can select and review persona cards relevant to your target audience.