Nwc buyer personas lob owner it admin developer

Buyer’s JourneyDecision CriteriaPriority Initiative Perceived BarriersSuccess Factors
Buyer Persona
Profile
Titles for LOB owners vary widely
depending on organization structure;
they are usually department heads or
team leads for a variety of functions
including finance, procurement, human
resources, legal, healthcare and
marketing
Industry,
geographic or other
segments
Human Resources; Operations;
Finance and Administration; Sales and
Marketing; Information Technology
(I.T.)
Reports to
Most cases: VP level executive
Rare cases: C-Suite level executives
MY RESPONSIBILITIES:
• Establish and adjust strategies to meet
departmental goals
• Maximize existing departmental resources
and investments including budget
responsibilities
• Simplify business processes minusany
subsequent increase in headcount
• Lead, delegate and develop team
• Analyze department metrics, interpret and
report onresults
• Communicate business value of
departmental initiatives to VP level
executives
HOW I AM EVALUATED:
• Implement solutions that enhance the
customer experience (i.e. define pricing,
payment structure, etc.)
• Create revenue and improve operating
margins
• Make revenue on budget, and within
expense guidelines
• Improve employee morale and efficiencies
• Write, present and verbally communicate
effectively
• Pay strict attention to work detail to ensure
accuracy
INFORMATION RESOURCES I TRUST:
• Business professionals(peers)
• Paid consultants
• Online news, customer success, user
groups, webinars and chatter feeds
• Content notification services (i.e. Google
Alerts)
• Events / conferences
DEVICES I USE :
•
•
•
Desktop: 40%
Mobile: 30%
Tablet: 30%
Solution, Sales Play
or Campaign Enterprise workflow software and
services both traditional and mobile
Persona name
Titles
Education
LOB Owner
Bachelors in specific department
discipline; MBAeducated

Buyer’s JourneyDecision CriteriaPriority Initiative Perceived BarriersSuccess FactorsBuyer Persona Profile
What business conditions trigger this buyer’s decision to look for a new workflow software/services solution?
Identification of efficiencies
For instance, rolling out an email campaign workflow that
can track prospect responses as they’re being opened,
clicked on, etc. Then seeing where those prospects are
falling out of the buying process. That’d help improve sales
operations because we’d be able to track different touch
points and see how effective those touch points are.
###
Need to migrate disparate systems into a
single platform
We’d like a solution that can automatically go out into one
system and check for a value, then go out to another
system and check for another value, then another, etc.
From there those values would route back into the
platform of origin. Right now, there isn’t an easy way to do
that.
###
It’s hard to measure which sales reps. are
doing the best job
For example, we need to track deflections like “can I call you
back?” to ensure we’re driving quality engagements with
prospects. Then we’ll know which sales reps are getting to
“yes or no” answers quickly, and which ones aren’t.
###
We need to revise the way we price for a
particular industry
We’d like to simplify the calculations we have to go through
to arrive at prices for certain industries. We‘re always
looking for a simple way to drive accurate pricing
throughout our sales cycles.
###

What results or outcomes does this buyer persona expect from a cloud-based workflow solution?
I’ll have better visibility into my
department’s mission-critical
processes
If I had greater control and
understanding of how my people are
processing work across departments,
I’ll in a better position to identify and
resolve issues that are hurting our
productivity.
###
I can measure the impact ofthe
solution
There’s an old management cliché’ that
says “if you can’t measure it, you can’t
improve it.” I want to view tasks that
matter most to my department, along
with metrics that measure their impact.
###
I amount of code I have to write is
reduced
With that I’d also like to prescribe
different plans for syncing those pre-
built connectors with the workflow
technology. Otherwise we’ll have to
write a lot of code to hit the service’s
unique endpoints.
###
I can achieve my objective without
doing the heavylifting
While I understand how to make the
process work best, I don’t want to
create it. Someone else can do that. I
only want to see what I use. In other
words just give me the ability to impact
tasks that relate to my particular
department.
###
I can reassign work without a lot
of hassle
I want to delegate work in ways that tie
back to our approval processes; for
example, does it let me review tasks in
ways where I can route work back to
certain individuals for additional
revisions?
###
Support issues are addressedfast
We want transactional support for our
external email correspondence. For
example, someone places an order and
gets an automatic confirmation. For
example after making a service request
he or she would get a reply that says,
"We'll respond to you in 24 hours."
###

Buyer Persona Profile Priority Initiative Success Factors Perceived Barriers Decision Criteria Buyer’s Journey
What attitudes or concerns prevent this buyer from investing in a cloud workflow automation tool? Or why wouldn’t they purchase it from
you?
It’s not simpleenough
Obviously it needs to be simple and
easy from both a user and
implementation perspective.
###
We can’t roll it out without having
to write a lot of code
That’s a huge plus in my opinion. Ideally
implementation can take place with a
point and click admin., as opposed to
relying on a developer resource.
###
Cloud security is a concern
Industries like mine, financial services,
healthcare, government aren’t totally
comfortable putting stakeholder
information and data in the cloud. On-
premises seems to be the more secure
option.
###
You can’t customized it to
particular departmental
languages.
So, what may be standard language for
a particular workflow tool may not
translate well to our sales folks, or to
our customer service agents, because
it’s not the language they’re used to.
###
Implementation takes too long
A lot of the workflow solutions we’ve
considered in the past lacked the
necessary flexibility to get us up and
running fast. This ends up slowing our
business cycles in an era of increasing
customer demand.
###
Adding new tech tends to below
on this organization’s prioritylist
Whenever I advocate for my team to
procure new software, IT always
responds stating they lack the capacity
to properly implement and manage it.
###

Which features of a cloud workflow platform does this buyer evaluate as they compare alternative approaches / vendors and make a
decision?
The price has to be alignedwith
the value to my business
Am I going to be able to show a positive
ROI?
###
It has to be able to solve our
unique and complex use cases
First we figure out the user stories and
then start determining how the solution
helps achieve them.
###
It has to be able to “prove” it can
serve my needs before I purchase.
I’d like to get a fully featured trial so I
can see if the solution can actually fulfill
our uses cases.
###
It’s easy to use yet, operates at a
sophisticated level
There are some simple process
automaton platforms that don’t have
the logic built in to do exactly what we
need them to do. So, although they
might be easy to use and within our
budget, they don’t have the complexity
necessary to automate intelligent
processes.
###
The help guides empowers my
team to “figure it out on their
own”
That’s a key criteria for me. However, I
want to see solutions that let me get to
my goal before I have to consult the
help desk.
###

What is this buyer’s role in the decision and who else will impact the decision? What resources will they trust to guide the decision?
I let my administrators and
developers evaluate
recommendations
I then will drill down quite a bit into the
details as those recommendations
come in.
###
It depends on how robust theuse
case we’re evaluating is
The decision team varies according to
size of the problem we’re trying to
solve.
###
We have a team that’s working on
the assessment, but I decide
We worked as a team with a couple of
people from marketing, product
management, development and the e-
commerce marketer to decide on
proper features and functionality. We
took a couple of days to do that
together and came up with a bunch of
requirements. We then put it into a
tool that allowed us to track the vendor
responses as well as where we are in
the decision process.
###
It’s a “top suggestion” process
I tend to know enough to get a high
level sense of if it works for us. From
there it requires more validation. In
these cases I’ll ask my team “tell me
what you think about this”
###
I drive the entireprocess
We’re a smaller organization. Sort of up
and coming. That said I’m an early
adopter who stays pretty up to date on
the latest tech. Therefore my team
doesn’t tend to recommend we use
something. Because of our size I usually
just make the recommendation myself.
###

Buyer Persona
Profile
ITAdmin.
Titles
IT Administrator/Admin., Business
Applications Administrator,Business
Analyst, IS Supervisor, Manager IT
Technical Operations
Industry,
geographic or other
segments
(I.T.)
Reports to
Most cases: Director of IT, Senior IT
Manager, Director of Sales Ops.
Rare cases: Chief Technology Officer,
Executive Vice President of Sales
• Looked to for resolving informationsystem
issues across the organization
• Manage and maintain ITsystems
organizationwide
• Reduce effort for maintainingsystems
• Assist with ad hoc IT requests to optimize
user experiences for internal stakeholders
• Evaluate and integrate business systems
with third-party applications
• Monitor user rights management and
adoption rates across the org.
• Support my organization’s security policy
and procedures
HOW I AM EVALUATED:
• Ensure systems are in good working
condition and fulfill the needs of the
organization
• Make strategic and tactical decisions
related to business systems
• Train and keep users across the org. upto
date on latest software developments
• Manage the organization’s IT partnerand
vendor relationships
• Monitor system enhancements
• Report governance issues accurately
• Contacts within industry peergroup
• Social media channels
• Community and Platform forums,i.e.
MSFT Knowledge base, etc.
• LinkedIn groups targeted at IT admins.
• Industry trade shows
DEVICES I USE :
Desktop: 80%
Mobile: 10%
Tablet: 10%
Enterprise workflow software and
services both traditional and mobile
Solution, Sales
Play or Campaign
Persona name
Education
Associate’s degree or higher in a
technical discipline such as computer
science or engineering

We can’t serve all our internal and external process
requests
No matter how hard I try to plan it out, my users’ needs,
market changes and external influences continually have
me under the gun.
###
Our native workflow tools don’t supportcomplex
workflows, and require the time of our
programmers
Therefore projects that require coding are most likely
shifted to IT for appropriate resourcing and prioritization.
This ranking and timing of projects results in backlogs for
my team.
###
We’re having a hard time streamlining our work
across different users, applications andsystems
We have a primary data repository for our organization.
Now that we’re growing, more information from different
areas of the business is hitting that repository. Right now
we’re using everything from spreadsheets to sticky notes to
enter mission-critical data into that repository from
disparate systems.
###
We’re having trouble maintaining stability of our
complex workflows during new software releases
For complex workflows, a lot of times the code behind them
tends to break when services like Salesforce have new
releases, which happen 3-4 times a year. In order to prevent
this our developers have to rigorously test and maintain that
code every quarter.
###

What results or outcomes does this buyer persona expect from a workflow solution?
I can build and automate
processes fast
I’d like to envision and design processes
in “drag and drop” fashion to help make
things more intuitive for our developers
and qualifiedusers.
###
It drives process “bestpractices”
We need workflow monitoring,
analytics and optimization to help us
determine what successful workflow
projects of tomorrow look like for us.
###
It should grow in lockstepwith
changes to our technology
infrastructure
The process automation solution has to
keep pace with our rate of growth.
Demands change so much; I need an
“agile like” tool that keeps our
corresponding IT processes optimized
on an on-going basis.
###
It makes our employees’ lives
easier.
It cuts down on surprises. I know
they’re inevitable sometimes so, in
those cases I want to be able to
troubleshoot our employees’ issues fast
and with as little restraint as possible.
###
It helps me clearly illustrate value
add
Cost savings and improvements in
operational efficiency remain the first
metrics to evaluate projects. Driving
and documenting ways to improve
revenue generation metrics would be
well received.
###
It helps us drivecompliance
Sometimes I have to use IT tools laying
in the shadows. With so many security
regulations in place, and more popping
up everyday, I need something that
ensures the tools I use align with the
industry’s critical compliance mandates.
###

What attitudes or concerns prevent this buyer from investing in a workflow automation tool? Or why wouldn’t they purchase it from you?
The functionality is too complex
Execution is the difference in keeping
my job or losing it. When implementing
something new, I experience a
significant amount of risk. I need the
solution to keep things easy and safe.
###
Intuitive and familiar, if it doesn’t
cover those two things it’s off the
consideration list
The user experience has to
accommodate those with novice to
intermediate computer and software
processing skills.
###
The solution is more on the
programming language sidethan
not
We need simple developer tools that
rely more on declarative development,
including domain languages and visual
data modeling.
###
I can’t quickly test and assess
Our desired solution must support our
architects’ and developers’ ability to
test a process solution, gain feedback
and iterate towards a finished product.
###
It doesn’t help us convey a
“vision” around the waywe
orchestrate processes
Because I have strong influence on the
decision, a key component for me is
that I’m perceived more as a visionary
than the guy who maintains things.
###
Doesn’t let me live-trialnew
business ideas
Our CEO has a saying, “good ideas are
hard to find but, implementing them is
where the power lies.” I want to
translate ideas around workflow into
prototypes likely to drive growth and
differentiation.
###

Which features of a workflow platform does this buyer evaluate as they compare alternative approaches / vendors and make a decision?
Lets my team build integrated
workflows in shortorder
Can my users access pre-built
connections and quickly start building
tasks/actions originating from data
sources most familiar to them?
###
Helps my team “help themselves”
With new tools and techniques comes
resistance to change. The solution can’t
be something that requires us to
significantly modify our current
technology. I’m very interested in the
solution’s ease of use from a capability
standpoint.
###
We want implementation to
require more augmentationand
less processchange
We don’t have time to change business
activity in order to take advantage of
the new solution.
###
Does it make buildingcomplex
workflows easier?
We’re seeing a lot of potential around
processes we can automate across both
our new and legacy business
systems/applications; the solution must
allow us to integrate those types data
sources in intelligent and sophisticated
ways.
###
If it requires a lot of code, we
aren’t likely to go with it because
of our focus on speed-to-
implementation
Coding new applications is a very slow
and labor intensive process, we need
something that accelerates
development.
###
Does it give me visibility intohow
our processes are collectively
created, delivered and
experienced?
I’d like to obtain a high level statistical
view of our workflow operations to see
in detail the amount of value we’re
getting out of it (ROI, potential for
innovation, etc.).
###

I impact the way this tool works
and am therefore a heavy
influencer in the purchasing
decision
In most cases I’m the most qualified
subject matter expert, which also
makes me the most qualified internal
advocate for any technology purchases.
Thus, you need to make me a “hero” of
your solution.
###
I clearly help describeand
quantify our information
processingneeds
I establish the requirements and drive
the post purchase evaluation process to
ensure the solution maps back to our
specificneeds.
###
If it seems simple enough, I’lldo
my own research
For less complex products, I can find
what I need online, i.e. IT pros, peers,
trade publications, peer associations,
training organizations, online ratings,
etc. pre-purchase information residing
in social media, online ratings/reviews,
etc.
###
For decisions that impact the
entire organization, I typically
involve multiple keystakeholders
Whether it be the CEO, CIO or CMO,
enterprise-wide technology purchases
are vetted at the C-suite level –
collectively those guys make or break
the decisions.
###
I have a natural curiosity about
technology so, I tend to absorb
information around my profession
from a variety of sources
Sometimes it’s a dedicated community,
or online journals ranging from
business to consumer-oriented topics,
or folks from my professional peer
group.
###

Buyer Persona
Profile
Workflow Developer
• Determining the correct development
projects to work on and the corresponding
priorities.
• Conducting code reviews to make sure
myself and my teams are taking the proper
approach.
• Collaborate with internal teams to ensure
scalable and efficient solutions are
designed, developed, and implemented.
• Integrates knowledge of businessand
functional priorities.
• Meet weekly with product management to
ensure appropriate product milestones are
being met.
HOW I AM EVALUATED:
• Completing my projects on time with as
little bugs as possible.
• Successful development and
implementation of processes and
applications.
• A good understanding of enterprise
application integration, including Service
Oriented Architectures (SOA), Enterprise
Service Buses (ESB), Enterprise
Application Integration (EAI) and Extract,
Transform and Load (ETL) environments.
• Being a good team player.
• How quickly I identify and diagnose sales
and service impediments.
• Professional network/peer group of
developers
• Community basedportals
• Slack
• Stack Exchange.com
• O’Reilly Media
• Online training academy's
DEVICES I USE :
For Coding:
Desktop: 100%
Non-coding:
Desktop: 20%
Mobile: 5%
Tablet: 75%
Persona name
Titles
Sr. Workflow Developer; Workflow
Developer; Sr. Software Development
Engineer; Software Engineer; Software
Analyst
Education
Bachelor’s degree or equivalent in
cycle management services or
technology; Computer Science or
Engineering; Business; MIS; Software
Engineering
Industry,
geographic or other
segments
(I.T.)
Reports to
Most cases: Director of Engineering;
Lead Programmer; Sr. Lead Software
Developer Rare cases: Software
Engineering Lead; Software
Development Sr. Manager
Enterprise workflow software and
services
Solution, Sales
Play or Campaign

Processes I’m trying to automate require developer
resources that are hard to find
I work for a commercial real estate company. When we
make deals there are a lot of stakeholders that need to take
action on things like approving the purchase of property.
Automating processes like that require coding talent that is
really hard to find. It’d be a whole lot easier if I had a “buy
vs build” solution. It’s not so much about the money. Even if
I had the budget to contract out a developer, the problem is
actually finding thetalent.
###
We need a process solution that pulls data into
CRM systems from external information sources
With approvals, for example, many times folks outside our
organization are involved. However they don’t have
licenses to our CRM systems. That negates their ability to
take necessary actions.
###
Manual processes are affecting profit as well as
stakeholder satisfaction
Our current mode of manual process operations are
negatively affecting our profit, which is having a subsequent
negative impact on both our internal and external
customers experiences.
###
Processing document “packages” is inefficient
When putting together loan packages, we ask borrowers for
all sorts of different documents like tax returns, bank
statements, mortgage statements, etc. Each loan type might
require 5 to 20 documents depending on the deal
parameters. I’d like to develop an automated process that
tells customers, “your loan requires 4 types of documents or
5, or 20“, and then provide an easy way for them to upload
them. We’d also want to configure logic that says, "for the
first phase of your application we only need these three
documents.” Then borrowers would check the three
corresponding boxes in a from before the documents are
automatically routed to the appropriate underwriter.
###

What results or outcomes does this buyer persona expect from a cloud-based workflow solution?
We don’t develop anythingfrom
scratch
For us as developers we don’t want to
build workflows from the ground up
every single time. A lot times with out
the box technology there's no workflow
behind it. A developer has to go in and
write triggers and other workflow
components and it's hard to do that.
No more “reinventing the wheel”
We've tried building workflow across
various services. Creating them is like
reinventing the wheel every single time
for each service. If we had something
we could easily configure, we wouldn’t
have to code as much to streamline
workflow development across multiple
systems and services.
###
It’s easy-to-use and allowsfor
workflow modifications as
organizational needschange
In a constantly changing environment,
where departments are being built and
dissolved on a regular basis, the
workflow solution must empower to
configure workflow modifications
without exhausting developer
resources.
###
It lets me land and expand
processes I develop
The service must let us land and expand
so we can focus development on
solving problem quickly, then expanding
the solution to focus on broader
challenges across the entire
organization.
It simplifies processconfiguration
across multiple informationsilos
We want to orchestrate processes that
replace heavy, complicated BPM suites
while maintaining the ability to easily
extend existing systems of record such
as Oracle and SAP.
###
I can configure the workflow once,
and have it work across my users’
devices
If we can build something on the
backend and have it work on a desktop
web client, tablet or a phone with easy
configuration that'd be really cool.
###

What attitudes or concerns prevent this buyer from investing in a cloud workflow automation tool? Or why wouldn’t they purchase it from
you?
I can’t try it out within my own
developerorg.
It needs an extensible API, so for use
cases not addressed out the box I would
need to a way to discover what use
cases I can. The best SaaSs always let
you test it out.
###
It doesn’t support a developersite
where you can spin up a
“sandbox”
Then I can play with the solution, doing
any and everything in that “sandbox”
environment I could potentially do in a
production environment. If I can’t proof
my concept without spending money
then that’s a roadblock, and the deal
most likely won’t happen.
###
The documentation isn’t strong
enough
For example ideally it would support
Rest, and have a well documented data
library. If the API documentation is
good then I know the product is good.
###
I can’t estimate costs without
talking to sales.
Developer and technical types want to
be able to figure the price out without
having to talk to sales that much. They
want to be able to figure out, at 2
o’clock in the morning, roughly what
the solution is going to cost.
###
I have no idea how pricingscales
overtime
I don't mind a per user, per month cost
model but, I want to know what
subscription costs over time look like
vs. a site license. Anybody can buy
something that's $30 a user for 5
users. However when you envision
growing your user base to a 1000 then
the site licensing model gets really
expensive.
###

Which features of a cloud workflow platform does this buyer evaluate as they compare alternative approaches / vendors and make a
decision?
Workflow designer lets mewrite
code once and have it work on a
desktop web client, tablet and
phone.
For example, if you're building
workflow for onboarding you'd want
your HR manager to be able to use it on
a tablet.
###
Drag and drop capability supports
the syncing of data across
platforms
I’d like to build unique actions that are
completely customizable to our
business processes. In order to do that I
need to sync across a multitude of
systems like SAP and storage services
like Dropbox. Doing that in drag and
drop fashion would be very ideal.
###
Workflow designer is a very
diverse, user friendly experience
Sketching or rapid prototyping of
workflows along with zooming,
grouping and printing capabilities are
good. That way it’s not only simple and
easy but incredibly powerful and
robust.
###
The workflow designerhas
“adaptive capabilities”
A lot of times I have to restart my
workflows when closing out of a
service. Instead I want the ability to log
back in and pick-up where I left off.
###
The service lets you go in and add
notifications that alert me of any
seriousissues
Communication is one of our biggest
pain points. I want features that
immediately notify me when there are
issues with technical support, task
management or processes requiring
approvals
###

I mostly offer feedback, validation
and recommendations
We developers get tucked away in our
boxes. We might come up with a
solution that helps us do our job.
However if we've been successful with
a product or service before and
someone asks our opinion, then we’re
likely to recommend a product or
service.
###
We’re primarily a service
organization and tend to rely on
the head of salesengineering
They’re the ones out there trying to
sale services and as a result are on the
ground, gathering data and doing a lot
of research.
For a smaller enterprise likeus,
our CTO is pretty hands on
He usually know a lot of different of
different products that can address a
particular use case. A lot of times it's
other CTOs outside the company;
where they talk and compare or they
meet at conferences.
###
If it’s a huge project in scope, we
give the CFO the facts and let him
make the final decision.
The technical folks don't lose their jobs
because projects go over budget. They
lose their jobs because projects fail.
The CFO is more concerned with
making sure the dollars make sense. So,
we gather the data, present it along
with our recommendations and let him
make the choice.
###
There are a lot of different outlets
I rely on to validate how to solve
various use cases.
A lot of times it's other developers
outside the company. Whether it’s
online forums, Slack or conferences I
rely on my professional peers to where
talk and compare solutions.
###

Nwc buyer personas lob owner it admin developer

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