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Buyer Persona: Enterprise IT Director

Version: 1.0 Last Updated: 2025-09-23 Status: Active

1. Persona Overview

Name: Jennifer Park

Role: IT Director / VP of Digital Transformation Industry: Financial Services, Healthcare, or Retail Company Size: 500-2000 employees Age: 40-50 Reports to: CIO/CTO

Company Profile

  • Type: Mid-market to enterprise organization
  • Annual Revenue: $100M - $500M
  • IT Team Size: 20-50 people
  • Digital Maturity: Modernizing legacy systems

2. Background & Context

Professional Background

  • 15-20 years in IT and systems architecture
  • Deep experience with enterprise software
  • Led multiple digital transformation initiatives
  • Strong background in data governance and security

Current Situation

  • Tasked with CRM consolidation or replacement project
  • Multiple departments using different systems
  • Data silos preventing unified customer view
  • Pressure to reduce IT complexity and costs

3. Goals & Objectives

Primary Goals

  1. Consolidate multiple CRM systems into single platform
  2. Ensure seamless integration with existing enterprise stack
  3. Improve data governance and security compliance
  4. Enable self-service customization for business users

KPIs They Care About

  • System adoption rates across departments
  • Total cost of ownership (TCO)
  • Integration success rate
  • System uptime and performance
  • Data quality scores
  • Time to implement changes

4. Pain Points & Challenges

Critical Pain Points

  1. Integration Complexity
  2. Current CRM doesn't play well with SAP/ERP
  3. API limitations causing data sync issues

  4. Multiple point-to-point integrations to maintain

  5. Customization Bottlenecks

  6. Every change requires IT involvement
  7. Long development cycles for new features

  8. Business users frustrated with inflexibility

  9. Data Governance Concerns

  10. Inconsistent data across systems
  11. Difficulty enforcing data standards

  12. Security and compliance requirements

  13. High Total Cost

  14. Multiple system licenses
  15. Expensive customization and consulting
  16. Hidden costs in maintenance and support

5. Technology & Tools

Current Stack

  • Legacy CRM (possibly on-premise)
  • SAP or Oracle ERP
  • Microsoft Office 365
  • Various departmental tools
  • Business Intelligence platform
  • Identity management system

Technical Proficiency

  • Comfort Level: Expert
  • Deep technical knowledge
  • Focused on architecture and security
  • Evaluates based on technical criteria

6. How Vettrix CRM Solves Their Problems

Key Value Propositions

  1. Enterprise-Grade Flexibility
  2. Create unlimited custom modules
  3. Field-level security and permissions
  4. Role-based access control

  5. Multi-level approval workflows

  6. Powerful Integration Capabilities

  7. RESTful API for any integration
  8. Pre-built SAP connector
  9. Third-party AI tool integration

  10. Real-time data synchronization

  11. Self-Service Customization

  12. Business users can create fields and workflows
  13. IT maintains governance and security
  14. Reduced dependency on IT for changes

  15. Faster time to value for business needs

  16. Lower TCO

  17. Single platform replacing multiple systems
  18. Reduced integration complexity
  19. Less consulting and customization costs
  20. Predictable subscription pricing

7. Buying Behavior

Decision Process

  • Timeline: 6-12 months evaluation
  • Budget Authority: $100K-500K annually
  • Key Stakeholders: CIO, CFO, VP Sales, VP Customer Success

Evaluation Criteria

  1. Technical architecture and security (30%)
  2. Integration capabilities (25%)
  3. Total cost of ownership (20%)
  4. Vendor stability and support (15%)
  5. User experience and adoption (10%)

Objections to Overcome

  • "How does this compare to Salesforce or Microsoft?"
  • "What about data migration from legacy systems?"
  • "Can you meet our security and compliance requirements?"
  • "What's your roadmap for AI and advanced features?"

8. Messaging That Resonates

Power Phrases

  • "Enterprise capabilities without enterprise complexity"
  • "One platform to unite your customer data"
  • "IT-approved, business-user loved"
  • "Reduce your CRM TCO by 40%"

Proof Points Needed

  • Security certifications and compliance
  • Integration success stories with SAP
  • Enterprise reference customers
  • Detailed technical documentation
  • SLA guarantees and support structure

Competitive Differentiation

  • More flexible than Salesforce at lower cost
  • Better integration than Microsoft Dynamics
  • Easier to customize than SAP CRM
  • Modern architecture vs legacy platforms

9. Discovery Questions

  1. "How many different CRM or customer systems are you currently managing?"
  2. "What percentage of IT time is spent on CRM customization requests?"
  3. "How are you handling integration between CRM and your ERP?"
  4. "What security and compliance requirements must any CRM meet?"
  5. "How would self-service customization for business users impact your team?"
  6. "What's driving the CRM evaluation - cost, functionality, or both?"

10. Success Metrics

What Success Looks Like (12 months)

  • Consolidated from 5 systems to 1
  • 50% reduction in integration maintenance
  • 80% of changes made by business users
  • 99.9% uptime achieved
  • 30% reduction in TCO

Expected ROI

  • $200K+ annual savings in licenses
  • 60% reduction in IT support tickets
  • 75% faster implementation of business changes
  • Unified customer data enabling better decisions