Bring Sales and Marketing Together to Define Your Target Buyer

Bring Sales and Marketing Together to Define Your Target Buyer

An exercise that can be done offline, online, or a combination of both, but requires input from both sales and marketing, is developing and agreeing on the profile of your target buyer.

If you have not done this exercise before, put it on your calendar ASAP! Sales and marketing should both attend this meeting to determine who your target buyer is.

The results of this exercise will help you build the framework to base all your marketing efforts. If you are marketing and don’t understand your target buyer, you will likely miss the mark.

You might say to yourself, “But, I already know my target buyer…” That’s great! Then write it down. Now, ask another member of your team to do it. Then, ask someone outside of your team to do it, whether it be sales or marketing, or management. See how many different target buyer profiles you get back.

You may be surprised at the results!

Even if the target buyers match 75%, you will learn several nuances you may not have thought about before. Right or wrong, this exercise will help drive discussions between your sales and marketing teams about why each attribute made their list.

All the data in CRM will be insanely helpful to your sales and marketing teams as you develop and edit your buyer profiles over time. Based on your business and product or service offerings, you may have several profiles to target.

All the data in CRM will be insanely helpful to your sales and marketing teams as you develop and edit your buyer profiles over time. Based on your business and product or service offerings, you may have several profiles to target. Click To Tweet

As you have your 1-on-1 between sales and marketing or your team catches up and brings up information that is key to developing your target buyer profiles, ask if that information has been captured in CRM!


Here is an example of possible target buyer profiles that may be a match or mismatch.

Bring Sales and Marketing Together to Define Your Target Buyer

Bring Sales and Marketing Together to Define Your Target Buyer

As you now know, you may have several buyer profiles based on your business model. High-level, these are some examples of what your profiles may look like. You can take it as high-level or detailed as you wish.

During this exercise, you may also find that your CRM solution is not tracking important attributes. Work with your CRM admin to request additional fields that make sense for your CRM and reinforce why you want these fields, what will be used with the data collected, and the timeframe you want this updated.

Depending on your internal processes and approval systems, you don’t want this to get put on the shelf for an extended period.


In one of our newest eBooks, we share insights on how to address common sales and marketing challenges that organizations face today, explain the benefits of and differences between CRM and marketing automation, refining your communication strategy and processes, how to define your target buyer, and much more.

Download your complimentary copy today and learn all about how CRM can be used to align your sales and marketing teams.

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