BMC
Customer journey & persona mapping.
BMC wanted to be customer-first, but with 120+ personas, no standard process, and slipping NPS, they didn’t know where to begin. We built the foundation for a scalable, research-driven customer journey program from the ground up.
BMC Persona Profiles
Example BMC Customer Journeys
BMC Customer Journey Mapping and Persona Toolkit
The Challenge
Change fatigue and misalignment
Different departments were operating from different assumptions about the customer. Everyone needed a common language to adopt an inside-out, customer-first approach.
Lacking a scalable process
There was no formal methodology in place for journey mapping, leading to duplicated efforts, siloed insights, and no path to maturity.
No unified customer view
BMC had over 120 personas scattered across teams with no shared structure or validation, making coordinated GTM efforts ineffective.
The Solution
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Conducted a comprehensive audit of 120+ existing persona and journey assets, evaluated by breadth and depth. Enabled consolidation into 4 validated GTM personas grounded in real customer and prospect insights.
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Established a scalable customer journey mapping capability by creating a governance model, journey framework, and decision-making blueprint to standardize how personas and journeys were developed across the business.
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Facilitated two workshops with 50+ stakeholders across Marketing, Product, Sales, and CS. Trained teams on journey mapping, primary research, and human-centered persona development, shifting from an outside-in to an inside-out mindset.
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Delivered a toolkit, measurement strategy, and maturity roadmap to guide rollout. Partnered with the newly hired program manager to ensure successful handoff, with weekly coaching and support through early-stage implementation.
The Results
97% reduction in persona fragmentation
streamlined 120+ personas into 4 validated profiles.
50+ cross-funtional leaders aligned
unified teams around shared customer insights and goals.
+10 NPS improvement in the first year
driven by targeted journeys and customer-first rollout.
Decatur Macpherson, Sr. Consultant — Product Marketing, Concentrix
