Persona creation is common in fields like marketing, user experience (UX) design, and customer service. It's especially useful in sales and marketing when it comes to prioritizing leads for content marketing or sales engagement campaigns. Knowing someone's persona allows for significantly more effective outreach. It's much easier to customize your messaging when you know the person's roles, capabilities and expertise. Knowing someone's level of buying power is also critical, as it indicates whether or not that person is even capable of making the decision to buy your product.