Persona Matrix Categories

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Persona Matrix Categories by Mind Map: Persona Matrix Categories

1. BUSINESS GOALS

1.1. MITIGATE RISK

1.2. DRIVE GROWTH

1.3. OPERATE EFFICIENTLY

1.4. BUILD FOUNDATIONAL SKILLS

2. SKILLS

2.1. Solutions/Products

2.1.1. Facebook Solutions Suite

2.1.2. Facebook Campaign Objective

2.1.3. Targeting

2.1.4. Auction, Delivery, & Ad Buying

2.1.5. Creative Formats

2.1.6. Placement Optimization

2.1.7. Measurement

2.1.8. Ads Interfaces

2.1.9. Pages

2.1.10. Commerce Products

2.2. Skills/Knowledge

2.2.1. Foundational Skills and Knowledge

2.2.1.1. Project Management

2.2.1.2. Collaboration and communication

2.2.1.2.1. Contribute to team development

2.2.1.2.2. Give and receive feedback

2.2.1.2.3. Work with XFN partners

2.2.1.3. Meeting and presentation management

2.2.1.3.1. Use storytelling techniques

2.2.1.3.2. Develop presentation

2.2.1.3.3. Present in-person

2.2.1.3.4. Present remotely

2.2.1.3.5. Visualize data

2.2.1.4. Know Facebook and GMS

2.2.1.4.1. What different teams/roles do

2.2.2. Customer, Business, & Ecosystem Acumen

2.2.2.1. Know clients' business and industry

2.2.2.2. Put the customer at the core

2.2.2.3. Understand clients' organization and map relationships

2.2.2.4. Understand competitive positioning

2.2.2.5. Know markets and verticals

2.2.2.6. Manage contacts

2.2.3. Consultative/Solution Selling

2.2.3.1. Discovery: Ask good questions and listen actively

2.2.3.2. Understand clients' true business strategy, goals, and objectives

2.2.3.3. Define and position complex solutions aligned to client needs

2.2.3.4. Translate business objectives into campaign strategy and measurement

2.2.3.5. Analyze data and insights to guide strategy and implementation of FB solutions

2.2.3.6. Handle objections

2.2.3.7. Negotiate and secure commitment

2.2.3.8. Make specific and direct asks

2.2.3.9. Client meetings and communications

2.2.3.9.1. Use emotional and conversational intelligence

2.2.3.9.2. Write effective emails

2.2.3.9.3. Calls: Plan, conduct, and follow-up

2.2.3.9.4. Meetings: Plan, conduct, and followup

2.2.3.9.5. Executive presence

2.2.4. Account Planning & Management

2.2.4.1. Acquire new customers

2.2.4.2. Develop strategic account growth plan

2.2.4.3. Execute strategic account growth plan

2.2.4.4. Prepare accurate and timely forecasts

2.2.4.5. Manage book of business

2.2.4.5.1. Prioritize book of business

2.2.4.5.2. Manage quotas

2.2.4.5.3. Use sales data and revenue tools

2.2.4.6. Apply core treatments

2.2.4.6.1. Planning

2.2.4.6.2. QBR

2.2.4.6.3. Check-in

2.2.4.6.4. Data quality

2.2.5. Campaign Management & Measurement

2.2.5.1. Manage measurement strategy, tracking, and results delivery

2.2.5.2. Plan and launch campaigns

2.2.5.2.1. Plan and implement creative strategy

2.2.5.2.2. Account deep dive: Understand ad account and campaign setup for a client and identify areas where deeper analysis is needed

2.2.5.3. Monitor performance

2.2.5.3.1. Analyze performance against KPIs

2.2.5.3.2. Analyze delivery

2.2.5.3.3. Identify optimization opportunities

2.2.5.3.4. Identify opportunities to renew or upsell

2.2.5.4. Troubleshoot issues

2.2.5.4.1. Diagnose and resolve issues

2.2.5.4.2. Escalate issues/support process

2.2.6. Risk Mitigation

2.2.6.1. Policy/Compliance/Risk

2.2.7. Management & Leadership

2.3. Tools

3. PERSONAS

3.1. Account Optimization

3.2. Relationship Management