Forrester: Static buyer personas belong in museums, not revenue ops

Forrester: Static buyer personas belong in museums, not revenue ops

Aug 19, 2026
Forrester Blog AI SprinklerAS Research_benchmarks

The Gist

  • 72% of B2B buyer personas collect dust in PDFs per Forrester
  • Synthetic personas enable real-time activation of customer insights
  • Traditional methods fail to operationalize behavioral data

RevBots.ai View:

Teams stuck in SaaS Hoarder stage waste 40% of persona research budgets on shelfware instead of dynamic systems.

Full Story: Forrester Blog →