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PERSONA: VP OF MARKETING — MID-MARKET HR TECH

Role Context

Reports to the CMO or CEO. Manages a team of 5-15 across demand gen, content, and product marketing. Owns pipeline contribution targets (typically 40-60% of total pipeline). Spends 30% of time in cross-functional meetings with Sales, Product, and Customer Success. Evaluates new tools quarterly but needs to justify every dollar to finance.

Daily Pains

• •“We generate leads but Sales says they're not qualified” — constant tension between MQL volume and quality
• •Content creation bottleneck — team can't produce enough assets for all campaigns, verticals, and stages
• •Attribution is a mess — can't prove which channels actually drive revenue vs. vanity metrics
• •Sales team doesn't use the content marketing creates — “they say it's too generic”

Goals

• •Hit pipeline contribution target without increasing headcount
• •Prove marketing ROI to the board with revenue attribution, not MQL counts
• •Launch 2 new vertical campaigns this quarter using existing content + AI

Common Objections

• •“We already have HubSpot/Marketo for outbound” → They have a MAP, not a sales engagement tool. Different category.
• •“My team doesn't have bandwidth to learn another tool” → The tool reduces work, it doesn't add it. Show the time savings.
• •“How is this different from what we're doing in our CRM?” → CRM sequences are basic. No personalization, no multi-channel, no analytics.

Messaging Angles

1. Pipeline angle: “Your demand gen is working. The handoff to sales is where pipeline leaks. We fix the handoff.”

2. Content utilization angle: “Your team creates great content. Sales ignores 80% of it. We turn that content into personalized outbound at scale.”

3. Attribution angle: “If you could see exactly which outbound touches influenced each deal, would that change how you allocate budget?”