Client Organisation Influencer (COI) ©  Persona

In the realm of B2B marketing and consultative sales, Client Organisation Influencers (COI) © are persons who yield influence over purchasing decisions for your product or service. A Client Organisation Influencer (COI) Persona spells out the unique needs, objectives and narratives of these persons. By tapping into their Persona, you can align your sales narrative with your clients' objectives, giving you greater influence over their decision making process and thus, better sales outcomes.

At Ceresus BV, we've engineered a unique approach to COI Personas using our proprietary Tezmo© Factors that decode client organisation culture, decision making hierarchies and process, incentivisation mechanisms and other deep motivators that drive an organisation. A Persona is a detailed representation of the target market COI that embodies these influencers' characteristics, aspirations, challenges, motivations and relationships. This information unlocks a deeper understanding of your client's institutional purchasing process.

A COI Persona is directly used to drive sales success. It maps an organisations' own narratives, goals, and challenges. By identifying and aligning with these elements, you can position your offering as a valuable solution that directly contributes to the success of your client's organisation. This personalized approach not only establishes credibility and trust but also enhances the perceived value of your offering. Ultimately, when clients are convinced that your product or service contributes to their institutional success, sealing the deal becomes a much easier task.

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​A B2B Client Segmentation is an academic exercise to assign and allocate sales resources. Client segmentation helps to drive internal efficiency of the sales resource utilisation, but does less to drive actual institutional sales on the ground.