| Sales hears one version of the customer in calls. Marketing sees another in campaign performance. Customer Success learns what happens after the deal closes.
Then AI inherits whichever version happens to be in the prompt.
Zapier's marketing team is building a shared GTM brain so everyone and every agent has the right context. We used account patterns and de-identified sales calls from Databricks and Gong to create five synthetic buyer personas. Now our teams can use them as an AI focus group to pressure-test copy, campaigns, and outreach before work ships.
On Thursday, August 13, Joe Stych, Lindsay Rothlisberger, and Ryan Anderson will show how the personas were built, how teams use them, and what they're still figuring out. | 
