Advaiya identified the roles of IT pros and defined the specific criteria for information of each archetype for Microsoft such as their Role in the organizational structure, segment which they were a part of e.g.: Midmarket etc., Educational qualification, certification and specialties, mission towards achievement of organizational goals, why this archetype is required in typical IT organization, their tasks and responsibilities, their needs and pain points.

Archetype development helped customer to create right messaging for different roles on how use of specific technology and tools help them to boost their career and also help their organization.