Culture Amp: Customer Personas and Messaging Platform Development

Background

Culture Amp is a leading employee experience platform, helping companies take action to improve employee engagement, retention, and performance. Culture Amp is used by more than 6,000 customers and over 25 million end users from leading brands across the globe including Salesforce, Unilever, PwC, KIND, SoulCycle, Celonis, and BigCommerce.

Business Problem

Culture Amp needed to expand its knowledge of customer personas outside of the HR department, focusing on the CIO and CFO. To enable GTM teams to have informed conversations with these stakeholders, Culture Amp also needed a messaging framework and buyer personas.

Solution

To understand Culture Amp‘s buyer and customer personas, Callan Consulting began by interviewing Culture Amp’s subject matter experts who had experience selling or interfacing with CFOs and CIOs. After the interviews, Callan Consulting hosted a facilitated messaging workshop over Zoom to discuss findings and to identify questions to address in validation research.

Next, Callan Consulting conducted qualitative research with CIOs and CFOs from prospective companies, focusing on their challenges and how they partner with HR. Callan Consulting analyzed the results of the internal conversations, workshop, and interviews to develop a messaging framework and buyer personas. The 12-page messaging platform contained interview trends, audience insights, positioning statement, business problems, pain points, business benefits, action triggers, differentiators, value propositions, and proof points. The customer personas described the CFO and CIO’s roles and responsibilities, their relationships with HR, challenges, and decision factors.

Results

Culture Amp’s product marketing team used the materials to activate programs and enablement tools for sales. As a resource-constrained team, the assistance with research and messaging platform development accelerated Culture Amp’s ability to take programs to market. Callan Consulting delivered the project on time, on budget, and exactly according to plan.

Client Feedback

“Callan served as an extension of our team, conducting both internal and external research on our behalf to help us get into the minds of our CIO and CFO audience. From the work Callan did we were quickly able to create enablement programs, talk tracks, proof points, and messaging for our field teams to leverage to help them with their book of business.”