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Is it Time to Rethink Segmentation?
Is your organization’s segmentation effective?
Is your organization segmenting on customer needs/purchase behaviors?
Does your organization’s segmentation address multiple stakeholders?
If your answer to one or more of these questions is no, it is time to rethink your segmentation. When companies’ growth plans are challenged because they are uncertain where to target, they are having difficulty developing distinct value propositions, and/or they are not getting positive results in the market with their offering or sales and marketing activities – poor segmentation is likely a key part of the problem.
This white paper offers three questions to help you explore whether your organization needs to reevaluate its segmentation and outlines a four-step methodology to develop a segmentation approach that can be utilized as the foundation for building a successful growth strategy.