Marketing Essentials: How to Operationalize Your B2B Customer Segmentation Model



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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.

Table of 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
© 2009 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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