Speakers: Martyn Etherington | Mark Synek, SBI



Mark Synek interviewed Martyn Etherington, CMO of Mitel this week. The topic was the creation, and use, of buyer personas. Go here and spend 30 minutes listening to Martyn’s wisdom.



Mitel is an impressive company.  They have 60 million customers spending $1 billion per year through 2,500 global channel partners. This scale and complexity requires the Mitel marketing team to adopt best practices. 


By listening to this podcast you will learn how:


  • Mitel.com was designed based on 4 buyer personas.
  • Mitel’s rebranding, launching in October, was informed by the buyer persona work.
  • The company’s media plan was designed by studying the content consumption patterns of the buyer personas.
  • The lead development team uses the buyer personas to score and grade leads.
  • The sales team uses the buyer personas as a job aide inside of the sales process to sell the way the customer wants to buy.


The difference between good and great B2B marketing is execution. Many CMOs have buyer personas.  However, few have leveraged them to the extent Martyn has. Fast follow his approach and get similar results quickly.


If you need help getting maximum leverage out of buyer personas, go here


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Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




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