The four role buckets
Decision Maker
The person with final approval authority. Sally leads with business outcomes, ROI, and strategic fit when writing to this role. Example titles: VP RevOps, CRO, Head of Sales.
Champion
The internal advocate who drives adoption and sells the idea upward. Sally writes to their desire to look good and win internally. Example titles: RevOps Manager, Sales Ops Lead.
Influencer
Someone who shapes the decision without holding final authority. Sally addresses their technical or operational concerns. Example titles: Salesforce Admin, Solutions Architect.
End User
The person who will use the product day-to-day. Sally focuses on workflow wins and ease of adoption. Example titles: SDR Manager, Account Executive.
How to create a persona
1
Open Personas and click New persona
Go to AI Setup → Personas and click New persona in the top-right corner. A side drawer opens on the right.
2
Name the persona
Give it a clear, recognizable name such as RevOps Leader or VP of Sales. The name is required and must be unique — you cannot have two personas with the same name.
3
Write a description
In Description, tell Sally what this person cares about and how she should write to them. For example: “Owns the GTM stack. Responds to ROI arguments, quick to dismiss filler.” This shapes the tone of every message aimed at the persona.
4
Add regions (optional)
In Regions, add the geographic areas where this persona shows up — DACH, Nordics, US East, and so on. Regions are used for downstream filtering in campaigns.
5
Map job titles into role buckets
Add titles into the four role fields. Start typing and Sally suggests matching job titles from the platform’s data. Place each title in the bucket that matches how that role behaves in your deals:
- Decision Maker — e.g. VP RevOps, Head of RevOps
- Champion — e.g. RevOps Manager
- Influencer — e.g. Salesforce Admin
- End User — e.g. SDR Manager
6
Add the persona
Click Add. The persona appears on the roster with a count of how many titles you have mapped across all four buckets.
How to edit a persona
1
Open the persona
On the roster, click Edit on the persona’s card. The drawer opens with all its current fields pre-filled.
2
Make your changes
Update the name, description, regions, or any role bucket. A status chip in the top-right of the drawer shows Saving… then Saved — edits save automatically about one second after you stop typing.
3
Close the drawer
Close the drawer when you are finished. There is no separate save step; your last change is already stored. You can also click Save to save and close immediately.
How to duplicate a persona
1
Click Duplicate on the persona card
On any persona card, click Duplicate. Sally creates a personal copy named after the original with (copy) appended — for example, RevOps Leader (copy) — so it never clashes with an existing name.
2
Edit the copy
The copy starts as a personal persona you fully own, even if you duplicated a team-shared profile. Open it with Edit and adjust it for the new use case.
How to share a persona with your team
1
Open or create the persona
Edit the persona you want to share. The Share with team option only appears if you are a team admin.
2
Turn on Share with team
Check Share with team. The persona is now published to your whole team and shows a Team badge on its card.
Teammates see a shared persona as read-only — the card opens with a View button and a Team · view-only badge. To make an editable version, they click Duplicate, which creates a personal copy they fully own. Only team admins can share a persona.
How to bulk-manage personas
1
Turn on Select mode
Click Select in the page header. Checkboxes appear on each card and a bulk-action bar slides in at the bottom of the screen.
2
Choose the personas to act on
Tick the personas you want, or click Select all to select every persona in the current scope filter.
3
Delete, Clone, or Export
- Delete — removes the selected personas permanently. You can only delete personas you own; shared personas you do not own are skipped.
- Clone — re-creates each selected persona with a “Clone - ” name prefix.
- Export JSON — downloads the selection as a timestamped JSON file. With nothing selected, the export includes every persona currently visible in the active scope.
4
Exit Select mode
Click Done to leave Select mode and clear your selection.
FAQ
What are the four role buckets for?
What are the four role buckets for?
They map each title’s influence on a buying decision. Decision Maker holds final approval, Champion is the internal advocate, Influencer shapes the decision without final authority, and End User is the person who uses the product daily. Sally uses the role to pitch the right angle — an ROI argument for a Decision Maker reads very differently from a workflow win pitched to an End User.
Why does the same persona work across different companies?
Why does the same persona work across different companies?
A persona is defined by job titles and deal role, not by a specific account. Sally writes one message per persona and re-styles it for each individual recipient — so a VP of RevOps at two different companies receives the same strong opener, personalized to each of them.
Do my changes save automatically?
Do my changes save automatically?
Yes, when editing an existing persona. Changes save about one second after you stop typing, and the status chip shows Saving… then Saved. When creating a new persona, you save explicitly with the Add button.
Why can't I create or edit personas?
Why can't I create or edit personas?
Creating, editing, and deleting personas requires the manage personas permission. If the New persona button is disabled or you see a permission error, ask a team admin to grant you access.
Related
ICP Profiles
Define which companies qualify — industries, size, locations, tech — to pair with your personas.
Company Profiles
Set up what you sell and map the competitors Sally should avoid.
Deep Research
The research recipe Sally runs on accounts and people before she writes.
AI Library Overview
See how targeting, research, prompts, and reply rules fit together.