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Above or below the decision making line?Key Metrics (What are they measured on? How do they get a win?)Use Case (Goals? Pain?)High-Level MessageCTA (What action are we trying to drive?)Notes
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PERSONA #1AboveCurent State: What's wrong with the way things are being done today?

Future State: What does the future look like with your solution?		Get referral to VP?
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PERSONA #2AboveCurent State:

Future State:		Book meeting?
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PERSONA #3Above Curent State:

Future State:		Book meeting?
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PERSONA #4Above Curent State:

Future State:		Watch 60-second video?
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PERSONA #5BelowCurent State:

Future State:		Book Meeting
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PERSONA #6BelowCurent State:

Future State:		Free Trial?
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PERSONA #7BelowCurent State:

Future State:		Permission slap?
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PERSONA #8BelowCurent State:

Future State:		Watch 60-second video?
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