A Simple B2B Segmentation To Increase Revenue
July 1, 2009
Why Read This Report
A usable market segmentation analysis is one of the keys to any market-driven company's success, yet many segmentations fail. This is troubling not only because these types of failures tend to be expensive, but also because the need for organizational alignment that segmentation can drive is widely recognized. In general, a combination of too much complexity and lack of organizational buy-in drives segmentation failures. Firms can successfully hurdle these problems by using a relatively simple share-of-wallet-based segmentation approach. Firms should ensure that they survey their customers on share and size of wallet, integrate share of wallet into their segmentation approaches and customer databases, and continue to build on their segmentations with more granular analysis that looks at segment motivations.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
The Customer Obsession Assessment
November 1, 2016 | Shar VanBoskirk
Connected Cameras Are The Future For The Post-Film World
February 26, 2010 | Ian Fogg
How Satisfied Are French Consumers With Online Customer Experiences?
May 8, 2009 | Jonathan Browne