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Marketing Essentials: How to Operationalize Your B2B Customer Segmentation Model
20 May 2009
 
Richard Fouts  

Now that you've segmented your customers, how do you put the results to work? Gartner provides a 30-day action plan to help business leaders extend their segmentation model into the daily operations of marketing, sales and the business units.





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Table of Contents

Contents
  • Analysis
    • 1.0 Introduction
    • 2.0 Does Segmentation Work?
    • 3.0 Background and Context
    • 4.0 Best Practices
      • 4.1 Secure Executive Support
      • 4.2 Extend Segmentation Into the Corporate Marketing Plan
      • 4.3 Extend Segmentation Into the Business Units and Sales
      • 4.4 Build In Subsequent Management Checkpoints
    • 5.0 Conclusions
    • 6.0 Case Study: How Segmentation Is Paying Off at WorkForce Software
  • Recommended Reading
Tables
Table 1.
The Five-Layer Gartner Segmentation Model
Table 2.
The 30-Day Plan for Marketing Executives
Table 3.
The 30-Day Actions Plan for Business Units and Sales Operations
Table 4.
Five Best Practices for Operationalizing the B2B Customer Segmentation
Table 5.
WorkForce Software's Segmentation Model Drives Lead Scoring
Figures
Figure 1.
Segmentation Triangulates Marketing, the Business Units and Sales




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Resource Id: 986217