Gartner Research

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

Published: 13 August 2018

ID: G00362333

Analyst(s): Laurel Erickson


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


What You Need to Know


  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.