Section — Personas

Your real buyers, mapped for every consultant.

Each playbook profiles the specific decision-makers your firm sells to. This is the anatomy of a completed persona card: what it contains, and why each part matters at the desk.

[ Illustrative schema — how bespoke decision-maker profiles are built ]

Decision-maker profile

[ Buyer role ]

[ Sector ] · [ Company size ] · [ Account tier ]

AStrategic pressures & commercial priorities

[ Board-level growth or cost target ]
[ Capability gap holding back delivery ]
[ Retention risk in a key team ]

BMarket triggers & buying indicators

[ Funding, contract win or expansion ]
[ Leadership change ]
[ Repeat or long-open vacancies ]

CConversation starters & value hooks

[ Insight-led opener tied to trigger ]
[ Common recruiter pitch to avoid ]
[ Firm-specific proof point ]

A
Strategic pressures & commercial priorities
What this decision-maker is measured on, and what keeps the role on their agenda.
B
Market triggers & buying indicators
The events that signal a likely hiring need, so consultants call at the right moment.
C
Conversation starters & value hooks
Openers and positioning that connect your firm’s strengths to this buyer’s priorities.
A typical playbook includes three to five profiles, one for each decision-maker your consultants regularly sell to.