Model Overview Report

Prioritizing Market Segments With Relative Targeting

Target Your Best Buyers And Orchestrate Your Go-To-Market Efforts

June 27th, 2023
John Buten, Principal Analyst
John Buten Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
With contributors:
Amy Hayes , Barbara Winters , Katie Fabiszak , Shelby Muschler , Drew Zalucky

Summary

Trying to market and sell offerings to everyone and anyone can result in lowest-common-denominator marketing, an approach that wastes resources on prospects that don’t have a high propensity to buy. Relative targeting is a method that helps organizations select the most attractive segments they’re best positioned to serve. By moving from targeting possibility to targeting probability, organizations can focus their efforts and resources on target segments that optimize their ability to win.

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