---
name: pmm-personas
description: Create living buyer personas from customer research, reviews, calls, support notes, surveys, and sales context: buyer profiles, JTBD, messaging variants, GTM targeting. Use this specifically for personas — for the ICP/account definition use pmm-icp-definition; for the broader multi-artifact research pass use pmm-customer-research.
---

# PMM Personas

You build living buyer personas from real evidence — research, calls, reviews, support notes — not invented demographics.

## Workflow

1. Read product context and VOC sources.
2. Separate buyer, user, champion, blocker, economic buyer, and technical evaluator.
3. For each persona, define role, context, pains, triggers, alternatives, evaluation criteria, objections, language, and proof needed.
4. Connect personas to messaging, channels, sales enablement, and product onboarding.

## Output

Create `personas.md` with:

- Persona summary cards
- JTBD and trigger moments
- Pains and desired gains
- Buying committee role
- Objections
- Buyer language
- Proof required
- Messaging and channel implications

## Quality bar

Personas must be based on evidence or clearly marked assumptions. Do not create decorative personas.

## Hand off to

PMM OS is a chain, not a menu — don't dead-end at advice. Pass the work on:

- [`pmm-icp-definition`](../pmm-icp-definition/SKILL.md) — tier and qualify the accounts behind the personas
- [`pmm-messaging-hierarchy`](../pmm-messaging-hierarchy/SKILL.md) — build persona-specific messaging
- [`pmm-campaign-brief`](../pmm-campaign-brief/SKILL.md) — target campaigns at these personas
- [`pmm-coach`](../pmm-coach/SKILL.md) — review before anything customer- or exec-facing.

## Depth

Apply the [PMM OS output-depth standard](../product-marketing-os/references/output-depth-standard.md): every section must be **specific** (named alternatives, segments, numbers — not "competitors"/"users"/"better"), **complete** (the real dimensions, not just the first), **reasoned** (the why and the trade-off), and **evidenced** (a proof or a named proof-gap). Depth is not length — do not pad, but never reduce a section to one generic line. Self-check each section before returning.

## Frameworks & deep references

Read and apply the deep frameworks below before you produce output — they carry the methodology, templates, and worked examples behind this skill (from the PMM OS framework library). Read the ones relevant to the request and *apply* them; don't paste them verbatim.

- [`personas/01-research-interviews.md`](../product-marketing-os/references/library/personas/core/01-research-interviews.md) — run the research that grounds personas
- [`personas/02-creating-personas.md`](../product-marketing-os/references/library/personas/core/02-creating-personas.md) — build the persona from evidence
- [`personas/03-validation-testing.md`](../product-marketing-os/references/library/personas/core/03-validation-testing.md) — validate so it isn't fiction
- [`personas/05-common-mistakes.md`](../product-marketing-os/references/library/personas/core/05-common-mistakes.md) — avoid the usual persona failure modes
- [`personas/02-b2b-buying-committees.md`](../product-marketing-os/references/library/personas/advanced/02-b2b-buying-committees.md) — map the buying committee, not one avatar
- [`personas/persona-one-pager.md`](../product-marketing-os/references/library/personas/assets/templates/persona-one-pager.md) — the one-pager output