Markets & Segments

Increase win rates and customer success by selecting markets, isolating audience segments, and creating personas for high-value engagement. Use strategic segmentation to identify ideal customers and the most suitable markets to compete in based on the competition and company resources.

  • Select Markets:  Identify your Target Addressable Market (TAM) based on ideal customers, considering competition, geography, adjacent opportunities, solution fit, competitive advantages, and ability to execute.
  • Segment Audience: Isolate audience segments and cohorts to engage, identify decision-making units (DMU), and build personas to understand pain points.
  • Plan Engagement: Continuously prioritize the program portfolio based on attractiveness and internal readiness.