A sample of what's possible

A living map of who buys from Meridian, and how every product maps to each of them.

Digital twins of six representative buyer roles across all three Meridian divisions, each connected to the products built for them. Less a deck. More a system. Click into any persona or product.

6
Digital Twins
8
Products Mapped
3
Divisions Covered
24
Persona×Product Cells
This is an illustrative sample, not a production system. Meridian Markets is a fictional company, and every product, persona, and figure here is invented for demonstration. The point is to show the shape of a buyer intelligence system at enterprise scale, not real client data.
How it works

Three layers, connected.

Most buyer personas die in a slide deck. This one is queryable, cross-referenced, and designed to stay current.
01 · Twins

Buyer roles modeled as structured profiles.

Each twin captures the jobs-to-be-done, pains, triggers, KPIs, objections, and information diet of a real role, not a marketing caricature. Each one is interviewable: ask it a question and get the answer that role would give.

02 · Value Props

One product, many narratives.

Product value props are distilled once, then expressed per persona. The same regulatory-reporting platform that matters to a Tier 1 bank's reporting lead shows up very differently to the Chief Data Officer next door. The system holds both.

03 · Matrix

Which product matters to which buyer, and why.

A coverage matrix showing persona × product intersections with the reason behind each one. Spot the gaps. See the cross-sell. Brief a rep in 60 seconds.

The twins

Six buyers, three divisions. Click any to meet them.

In production, this gallery would grow to ~100, every material role Meridian sells to, filterable by division, geography, and deal stage.
The products

Eight Meridian products, distilled.

Same facts, different pitches. Click into any product to see its value prop broken out by persona.
Coverage matrix

Who needs what, and why.

Filled cells = product matters to that buyer. Hover for the one-line rationale. This is the view that makes cross-sell obvious.
Primary fit
Secondary / cross-sell
Not a primary buyer
The system behind this

What scales, and what doesn't.

The hard part isn't building six. It's making a hundred stay true, current, and useful.

What went into each twin

Every twin was built by triangulating between four input streams. In production you'd add two more: win/loss interviews and real buyer intent data from your ABM stack.

  • Public company filings and disclosures (for the buyer's own stated priorities)
  • Role-specific communities: NIRI, ACAMS, FIX, GARP, NACD (for what actually keeps people up at night)
  • Peer product positioning and win/loss patterns
  • Brian's prior PMM work in capital markets for voice calibration

What a human still owns

The system handles the synthesis, structuring, and mechanical updates. Judgment, relationships, and strategic positioning are still human work. The AI is an accelerant, not a replacement.

  • Which 100 roles matter, scope decisions are strategy, not extraction
  • Product positioning calls where tradeoffs exist (breadth vs. depth, price vs. scope)
  • Customer validation, every twin needs a real-buyer interview before it ships
  • Living governance, who owns update cadence, what triggers a refresh

From 6 to 100 is a tooling problem, not a content problem.

A twin is a structured document. Products are structured documents. Mappings are structured data. Once the schema is locked, refreshing a twin when a buyer's world changes (new regulation, new AI pressure, new CFO mandate) is a weekly process, not a quarterly one. The cost curve flattens fast, twin #87 is cheap to produce and cheap to keep current. That's the real promise of this build.

Framing note, to paste into email/text if sending this to someone cold

"This is a quick prototype I put together to answer your question about digital twins of buyer roles and consolidated value props. It's six twins (two per Meridian division) mapped to eight products. Click into any persona to see their jobs-to-be-done, pains, triggers, KPIs, and a conversational layer where you can 'ask the twin' common questions. Click into any product to see the same value prop re-pitched per persona. The matrix view at the bottom shows the system view, who needs what, and why."

"What I'm trying to show isn't the final six personas, it's what good looks like at the unit level, and how the three layers (twins, value props, matrix) work together so this doesn't become another dead deck. Happy to walk through how I'd scope this to 100 and what the first 90 days look like."