Personas should be at the foundation of all of your marketing, sales and customer service efforts. The key to a good persona definition is understanding their motivations...what emotions drive them.
Marketers will be more comfortable with this, generally, than sales people, as this approach means selling to individuals, not companies. Each person involved in the decision making process may have different motivations, and be categorized as a different persona.
This means, when analyzing your data, you need to consider patterns of which personas get you in the door, which close the door and which walk you into the Executive office.
Have you defined your personas? from Lone Armadillo Marketing Agency on YouTube.