What’s Wrong With Segmentation?

What’s Wrong With Segmentation?

1. What? Market segmentation may seem outdated in a world of personalization and segments of one.

2. So what? Market segmentation must be considered a platform for driving crossfunctional strategy, not just another tool in an increasingly cluttered marketing toolbox.

3. Now what? Create cross-functional alignment by setting the vision for success and developing a blueprint for how segmentation results will be implemented across the organization.

4. Segmentation should bridge customer and commercial value, providing organizations with a clear understanding of how they can simultaneously create value for their customers and their business.

5. The customer and segmentation should orchestrate the delivery of strategy by linking together key marketing tools

6. World-class segmentations delicately balance in-depth customer understanding, commercial relevance and future orientation.

7. In practice, segmentations are often limited by a narrow focus on either the needs of the business or the needs of the customer.

8. Segmentation requires bringing together perspectives from across the organization to ensure that outcomes link closely to desired objectives.