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Application modernisation and legacy migration companies · Buyer persona

Know the five people who must say yes before a modernisation contract is signed.

A buyer persona for a modernisation firm describes the technology leader, the architect, the security reviewer, the finance approver and the business owner whose approvals the deal needs. GullySales works on the written personas and the material each of them reads.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Developers reviewing application code and a migration plan

What buyer persona means

A buyer persona is a plain description of the kind of customer who actually buys from you. It includes what they search, what worries them and who else they ask before deciding. GullySales builds this from real enquiries and past sales rather than a generic template, then uses it to write every page and advert.

Also for application modernisation and legacy migration companies

Sales and marketing for application modernisation and legacy migration companies, the overview.

Last updated 22 Oct 2026.

For application modernisation and legacy migration companies

Where it usually goes wrong, and what we would do.

  • “The CIO fears an outage more than a delay”

    A CIO has a system that earns money for the business. Their worry is the night the new system replaces the old. Proof of staging, rollback and tested data matters more to them than a cost saving.

  • “The architect decides who is shortlisted”

    The enterprise architect or engineering head reads the technical detail and advises the CIO. They look for a firm that has understood the old system's design, and they distrust slides without code-level specifics.

  • “The security reviewer arrives late and can stop the deal”

    The information security team asks about data location, access, audit trails and third-party risk. A firm that treats this person as a persona from the start spends less time answering under pressure.

  • “The business owner cares about the day after”

    The head of operations or underwriting uses the system daily. They want to know what changes for their team, when training happens and whether any function disappears. A firm that talks to them wins an ally.

What we do

What we deliver for application modernisation and legacy migration companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Five written personas

    One page each for the CIO, architect, security reviewer, finance approver and business owner, covering their worries, the questions they ask and what convinces them.

    Result: A persona page the sales team can read before a meeting.

  2. A buying committee map for each account

    A sheet that names, for each open account, who plays each role, what they have said and what is still unanswered.

    Result: Every account shows who is missing from the conversation.

  3. A question bank by role

    The questions each persona is likely to ask, with the answer your firm gives and the document that backs it.

    Result: A bank of answers linked to real documents.

  4. Role-specific material

    A short note for each persona: a staging plan for the CIO, a technical summary for the architect, a data pack for security, a day-after note for the business owner.

    Result: Four short documents that travel with the proposal.

  5. A persona review after each deal

    A short debrief after a won or lost deal, updating the personas with what the buyers actually asked.

    Result: The personas change when real deals disagree with them.

How the result is measured

  • Enquiry match to persona
  • Conversion rate by persona
  • Content aligned to persona

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full B2B and B2C buyer persona development page

Who it is for

This is written for these application modernisation and legacy migration companies.

  • Banks and NBFCs running core and loan systems built decades ago
  • Insurers with policy administration and claims platforms on old stacks
  • Hospital groups with a hospital information system nobody wants to touch
  • Manufacturers on ageing ERP customisations and plant-floor software
  • Logistics and supply chain firms with in-house dispatch and tracking applications
  • Public sector bodies and PSUs with tender-led replacement projects
  • Software product companies with a monolith that slows every release
  • Mid-sized companies moving data centres to AWS or Azure

How it works

How the buyer persona work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand the current view

    We start with how your team currently describes the customer, since the gap between belief and reality is often the finding itself.

  2. 2

    Audit past enquiries and sales

    We look at recent enquiries and closed deals to see who actually bought, not who was assumed to buy.

  3. 3

    Interview customers and staff

    Short, structured conversations surface the real language, worries and triggers behind a purchase.

  4. 4

    Build the personas

    Findings are written into short, usable persona documents rather than a long report.

  5. 5

    Apply to your marketing

    We show exactly where each persona should change a page, an ad or a script you already have.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Do we need personas if we sell to a few dozen accounts?
Yes, because the deals are large and each has several decision makers. Personas for roles help the team prepare for people they have not met, and show where a champion alone cannot carry the sale.
How do we learn what a security reviewer wants?
Ask the security reviewers on past deals what they asked and when. Review the questions in questionnaires clients sent you. Then write the answers before the next proposal, not during it.
Should personas name real clients?
No. Build them from patterns across clients and keep names out of the document. The aim is to prepare the team for roles, not to profile individuals.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for application modernisation and legacy migration companies

Everything else we would do for you.

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Also for application modernisation and legacy migration companies

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