Role-Based Solutions: Tech Marketing's Quiet Coup

September 13th, 2007

With contributors:

Eric G. Brown , Robert Muhlhausen , Christina Lee , Emily Van Metre

Summary

The best B2B marketers are continually refining how they segment their markets. A leading customer segmentation scheme — by vertical — is about creating solutions that meet the needs of a particular industry; but, given the sheer number of companies with industry marketing initiatives, the hoped-for differentiation is getting pretty fuzzy. Instead, tech marketers are turning to new segmentation strategies to gain a competitive differentiation. During our research, we quickly found 37 companies that are segmenting solutions by job. Role-based solutions make it easier to sell to the right buyer, but operationalizing a move to roles will be challenging for tech marketers.

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