Start with the end in mind (with these 4 steps)
Skip the outlet segmentation you find on ppt decks.
Start a new approach with the end goal in mind.
Pyramidal segmentations are some of the tools that get most frictions between marketing and sales.
The main reason is that it lacks the objective of why we are segmenting.
Some think of it as a way to allocate investments.
Some think of it as a way to allocate team resources and focus.
Don't be vanilla, take a stand:
is it for hunting or farming?
My recommended 4 steps:
- Clarify the end goal
- Add an horizontal element to the segmentation
- Put outlets on the map (prospects or customers)
- Prioritise accordingly
Unclear in house, unclear in market.
