Gartner Research

CMO Perspective: Leverage Value Segmentation to Focus on Your Most Valuable Customers

Published: 13 August 2018

ID: G00362333

Analyst(s): Laurel Erickson

Summary

Companies must concentrate on their most valuable customers to deliver higher levels of revenue and profitability. CMOs can use this research to focus their segmentation strategy on customer profitability, loyalty and affinity and build segments that inform growth-oriented marketing strategies.

Table Of Contents

Upshot

What You Need to Know

Analysis

  • Calculate Customer Lifetime Value
  • Leverage Gartner’s Value Framework
    • Highest Value Customers
    • Valuable Customers
    • Low-Value Customers
  • Applying Value Segmentation — An Illustrative Example

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Peers

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