Denise Garth // December 4, 2023 
(Image credit: Coppertist Wu/Pexels.)
Your marketing team has just handed you SMB buyer personas that they have created for your review and input. You think back to a similar exercise that the executive team did six or seven years ago and you dig it up just to compare. Here they are…side by side. How has the SMB buyer changed? How has the risk changed? How has the market changed? How have your commercial product offerings changed? Where does the new buyer fit in your planning? Where do you fit into theirs?