Q&A: how closely aligned should product organisations be with marketing and personas?

Here’s another question I was asked recently:

If you’re concerned about buyer needs and their objectives, how closely aligned do you suggest product organisations should be with marketing and with the persona development to ensure they are creating a solution that does meet those needs in the market?

Here’s my answer:

User and buyer personas

Very important distinction here: if you in a B2C company (business to consumer company) then obviously your user personas (for the people who are using...