Gartner Research

Tech Go-to-Market: A Practical Guide to Market Segmentation

Published: 27 February 2017

ID: G00322691

Analyst(s): Hank Barnes , Derry Finkeldey


Identification of ideal groups of customers for your product or service is at the heart of market segmentation efforts. To win in competitive markets, technology product marketing leaders should use this document to more effectively define target segments and focus their sales and marketing efforts.

Table Of Contents


  • A Deliberate Approach to Communicating the Role of Target Segments Can Increase Acceptance Across Marketing and Sales
  • Better Target Segment Definition Starts With a Thorough Understanding of the Dynamics of Your Market
  • How to Identify Target Segments Effectively
    • Size and Competitive Intensity
    • Internal Capability
    • Characteristics of the Ideal Customer
  • Benefits of More Detailed Target Segment Definition
  • Keys to Success
  • Summary

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