Summary
Most marketing organizations primarily examine who could buy from them rather than who will buy. This approach often leads to the creation of overly broad targets that expose marketing and sales to significant waste within the demand creation process. The relative targeting process weighs whether segments are attractive, strategic, and winnable to prioritize segments and turn a broad audience the company could serve into a focused audience the company should target. Use this tool to rank the relative priority of different market segments and identify your optimal target markets.
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