CRM, lead flow and sales techniques · Personas and positioning
Learn what the buyer's job description says before you write them an email.
Role based persona mapping describes a target job by what that person does each day and what they are measured on, using job advertisements as the source. It ends in one grid per role and a ranked list of roles, so your outreach uses the words the role already uses about its own work.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Role based persona mapping describes a target job by what that person does each day and what they are measured on, using job advertisements as the source. It ends in one grid per role and a ranked list of roles, so your outreach uses the words the role already uses about its own work.
A seller of packaging machinery in Coimbatore keeps writing to "the owner" of textile units and hears nothing. Three Naukri advertisements for plant heads and production managers, read side by side, show what the role is asked for: lower rejection, fewer line stoppages, a clean audit. The owner may sign the cheque, but the plant head decides whether your machine reaches the shortlist.
Role mapping is the quick cousin of a full buyer persona. You do not interview anyone. You collect five to ten recent job advertisements for one role, list the daily duties and the numbers the role is judged on, and write beside each one how your product makes that duty easier. The words in the advertisements go straight into your outreach.
The sales head or the best rep owns the grid, and the owner reads it once a year. It replaces the habit of writing one pitch for everybody with a job title that contains "manager". It sits beside the buyer persona page in the sales process section, which goes deep on one person through conversations; this page goes wide across several roles from paper.
Do it only where the buyer is a salaried role in a company big enough to advertise for it. A kirana owner or a clinic partner has no job advertisement, so interview them instead.
Where this sits
Topic 2 of 13 in crm, lead flow and sales techniques: personas and positioning. One shared description of the buyer and the promise.
- The topic before
- Sales enablement and the marketing-sales agreement
- The topic after
- Inbound selling: identify
If you want this done for you
Write your marketing for the actual person who buys, not a guess about them.
The work
What this is actually like.
“The advertisement shows the pressure, not the person”
A job post lists what the company is short of. If three of five plant head posts ask for experience in cost reduction, that is the pressure the role is under this year. Your message should name that pressure before it names your product.
“Titles mean different jobs in different cities”
A "purchase manager" in a Pune auto-component unit negotiates rates with forty vendors. In a Surat trading firm the same title is the owner's cousin who places orders. Collect advertisements from your own region and company size, not from the biggest names on the portal.
“Growth wording is the cheapest copy you will find”
Roles advertise what they want to become: take ownership of a plant, handle the whole region, move into operations head. A line in your email about how the product shows up in their quarterly review lands harder than a feature list.
“Ranking stops you chasing the loudest role”
Give each role a mark for three things: the money it controls, the sway it has over the decision, and the fit between its day-to-day work and your product. The finance manager holds the budget and shows no interest. Write to the role that scores on all three, and copy the others only when the first replies.
What we do
What you end up with.
The documents this topic produces, what each one is for, and how you know it is finished.
The advertisement set
For every role, between five and ten job posts pasted in from company career pages, foundit, LinkedIn and Naukri, each marked with its date and the size of the hiring company. One sheet per role, kept as plain text.
Result: Finished when you can point to the sentence in an advertisement behind every line of the grid.
The mapping grid
Columns: daily duty, how the role is measured, what makes that duty easier with your product, the longer goal behind it, and how you help them look good in their next review. Filled by marketing or the rep, checked by the sales head.
Result: Finished when a rep can read one row and say the first sentence of a call without notes.
The ranked role list
Each role scored one to five on budget, influence and fit, with a total. The sales head scores; the owner overrides where they know the client better.
Result: Finished when the top-ranked role has a name against it for the next ten outreach messages.
Three rewritten outreach messages
Take your current email or WhatsApp template and rewrite it for the top three roles using their own vocabulary. Keep the old version in the same file so replies can be compared.
Result: Finished when each version is sent to at least ten people and the reply count is written next to it.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
What if my buyers are owners with no job advertisements?
Is it legal to copy wording from job advertisements?
How many roles should I map?
How do I know the grid is working?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Where to go next
The work that carries this topic further.
The rest of personas and positioning
Or read all of crm, lead flow and sales techniques.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.