From Flat-website to Persona-Driven, explaining the journey and business case

In taking a large-coy management team through the journey of what it means to go from their "flat" website to a segmented, persona-driven one, with the "language pathways" etc, does anyone have:

1. Some great stories,URLs?
2. Pointers to business cases and persuasive/compelling business benefits, such as both sales and brand value etc.
3. References to key success factors both on the website and within the organisation e.g. how does the marketing department have to change and respond to such a new engagement model.

I guess what I am really getting at is if this team is inclined to change but not sure if they are willing to risk the final decision, what are the most compelling stories or case studies of firms that have taken this plunge with great success, and the lessons learned?

I'm interested in enhancement of engagement with employees, with current customers, and prospective customers, and enhanced brand value.

Thanks in advance, Walter