# Salesforce persona archetypes and their daily processes

*Platform User Experience Designer Study Guide · Discovery · Last updated October 16, 2026 · https://www.certifyforce.com/study-guide/user-experience-designer/discovery/salesforce-persona-archetypes-and-their-daily-processes*

The Salesforce sales, service, Marketing Cloud Engagement and Experience Cloud personas, the daily work that tells them apart, why Salesforce builds abstract research-based archetypes, and how to pick a primary persona and target the right personas for a change.

- Certification: Salesforce Platform User Experience Designer
- Exam section: Discovery
- Study guide: https://www.certifyforce.com/study-guide/user-experience-designer

**Official exam objective:**

> Describe key Salesforce UX personas and which processes they normally do.

## What the exam expects

- Explain how Salesforce builds personas (research-based, task-based, abstract archetypes) and why it avoids demographic personas.
- Identify the five sales, four service, five Marketing Cloud Engagement and four Experience Cloud personas from a description of their daily work.
- Tell apart personas that share tasks, using the tasks that distinguish them.
- Pick a primary persona and secondary personas, and choose which personas to target for a change.
- Key terms: **persona** (a group of users clustered by shared behavior, motivations, goals and pain points); **archetype** (a synthesis of many users, not one person); **primary persona** (the persona the UI must satisfy); **secondary persona** (users of the same UI, perhaps less often).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Basis of personas | General tasks, behaviors, goals and motivations, not Salesforce features | [Get Started with Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/get_started_with_personas) |
| No demographics | Abstract, to adapt across organizations and avoid unconscious bias | [Get Started with Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/get_started_with_personas) |
| One user, many personas | A user can map to more than one persona | [Work with Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/work_with_personas) |
| Activity quota | Pipeline Builder is most likely to have one | [Learn About Agentforce Sales Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn_about_sales_cloud_personas) |
| No quota | 61% of Trusted Advisors; over 50% of Data Experts | [Learn About Agentforce Sales Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn_about_sales_cloud_personas) |
| Expert Agent | Escalated cases, knowledge articles, trains agents | [Learn About Agentforce Service Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn_about_service_cloud_personas) |
| Team Leader | Most spend under 5 hours a day in Salesforce; changes case ownership | [Learn About Agentforce Service Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn_about_service_cloud_personas) |
| Designer-Developer | About 6 hours a day; codes and tests emails | [Learn About Marketing Cloud Engagement Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn_about_marketing_cloud_personas) |
| Community Manager | Moderates forums; over half use Experience Workspaces | [Learn About Experience Cloud Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn-about-experience-cloud-personas) |
| Primary persona count | One, possibly two; more suggests scope is too broad | [Work with Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/work_with_personas) |

## Check yourself

- Why are Salesforce personas based on general tasks rather than Salesforce features?
- When does a sales user map to the Trusted Advisor rather than the Deal Closer?
- Which Marketing Cloud Engagement persona works mostly through the API?
- Why does Alan Cooper's rule matter when you choose a primary persona?

## Sources

- [Get Started with Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/get_started_with_personas)
- [Learn About Agentforce Sales Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn_about_sales_cloud_personas)
- [Learn About Agentforce Service Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn_about_service_cloud_personas)
- [Learn About Marketing Cloud Engagement Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn_about_marketing_cloud_personas)
- [Learn About Experience Cloud Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/learn-about-experience-cloud-personas)
- [Work with Personas](https://trailhead.salesforce.com/content/learn/modules/ux-personas-for-salesforce/work_with_personas)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 11 linked practice questions, and unlimited timed mock exams are included with the Platform User Experience Designer pack (USD $19): https://www.certifyforce.com/practice-exams