Summary
Savvy business-to-business (B2B) market researchers use market segmentations to drive go-to-market planning. However, these segmentations can woefully under-deliver if they do not address the buying dynamics of the target market — such as who holds the power for the decision. To guarantee that your B2B segmentation has legs through the sales process, ensure that you collect five pieces of information in addition to product desires, firmographics, and behavioral data in your research: 1) the key decision-maker role; 2) which team members are involved in the decision; 3) whether decisions are centralized in HQ or distributed; 4) what role the purchasing department plays; and 5) if there is a preference for buying direct or via partners.
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