What’s Wrong With Segmentation?

What’s Wrong With Segmentation?

1. The segmentation can be used as well greater effect in many organizations as a platform for customercentric growth

   • Key Takeaways
     • What?
       • Market segmentation may seem outdated in a world of personalization and segments of one
     • So what?
       • Market segmentation must be considered a platform for driving cross functional strategy.
     • 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

2. What's Needed for World-class Segmentation

   • Segmentation must unite the customer and the commercial value
   • orchestrate the delivery of the strategy linking key marketing tools

3. Bridging Customer and Commercial Value

   • Promote the short-term strategy
   • Segmentations that focus on painting a vivid picture of customers without reflecting

4. Connecting the Organization

   • If not actively engaged before and throughout a segmentation initiative, critical business functions can easily dismiss the outcomes of segmentation as irrelevant.
   • It is essential that all users receive the appropriate level of training with tools to apply the information

5. Linking to Marketing Tools

   • Segmentation can ultimately become a stand-alone research
   • Requires careful consideration of tools, data sources and processes at the outset.

6. How to Get Started

   • first create cross-functional alignment by setting the vision for success and developing a blueprint for how segmentation
   • Assigning responsibilities to key stakeholders
   • Design an embedding and socialization program that equips employees at all levels of the organization

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