Most marketing functions primarily examine who could buy from their organization 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 generation process. The relative targeting process weighs whether segments are attractive, strategic, and winnable to prioritize segments and turn a broad audience the organization could serve into a focused audience the organization should target. Use this tool to rank the relative priority of different market segments and identify your optimal target markets.