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Sales isn’t about pushing the perfect pitch, it’s about making each stakeholder feel like the hero of their own journey. That’s what Ollie Sharpe, CRO at Trumpet, explained during the recent Sales Symphony webinar. In one standout use case, his team mapped stakeholder priorities using a “Value Pyramid” and uncovered 37 previously hidden decision-makers in the process.
Rather than blasting the same messaging to every contact, they created persona-specific assets. For example:
- A personalised landing page and CEO video
- RevOps content showing integrations and data tracking
- AE walk-throughs with role-specific content
This approach ensured each stakeholder received value in their own language - cutting through noise and boosting deal velocity in the process.
“With this approach, it’s hard to lose the deal because you’re aware of everyone involved,”
So how do you replicate this?
- Build 3–5 stakeholder personas per deal
- Ask: “What does this person actually care about?”
- Create content variants - video, one-pagers, etc.
- Use a Digital Sales Room to keep it all in one place
This level of personalisation doesn’t have to mean hours of manual work, either. Tools like Digital Sales Rooms allow sales teams to create modular content hubs that can be easily tailored for each persona, think of them like micro sites that evolve as the deal progresses. With engagement insights, you can see exactly which stakeholder is viewing which content, making it easier to follow up with relevance, not repetition. It’s a smarter, scalable way to multithread and build trust across every touchpoint.
The truth is, buying groups are getting bigger and more fragmented. According to Gartner, the average B2B deal now involves between 6 to 10 stakeholders — each with their own concerns, timelines, and priorities. That’s why a single-threaded, one-size-fits-all message won’t cut it. By tailoring your content to speak directly to the goals and pain points of each persona, you not only increase engagement, you also accelerate alignment. When every stakeholder sees themselves reflected in the sales process, they’re more likely to champion your solution internally.
In an era of disconnected buying groups, personalised journeys aren’t optional, they’re your new competitive advantage.
FAQs
How do I identify and build personas within a deal?
Start by mapping out all known and potential stakeholders - use org chart tools or engagement signals inside your Digital Sales Room. Then ask: what are their goals, metrics, and blockers? Align content to those insights.
What kind of personalised content works best?
Video intros for execs, ROI breakdowns for finance, integration demos for RevOps - the key is relevance. Keep it short, role-specific, and hosted where you can track views and engagement (like a trumpet Pod).
How do I manage this at scale without burning out?
Use templated Digital Sales Room frameworks with modular blocks for different personas. That way, you can personalise quickly - without building from scratch every time.
Head to 02 Sales Symphony: Why great sellers let buyers lead for the next key takeaway.
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