Leveraging Past Failures into Future Opportunities Jan Ekonomy Manager-- Business Market Segmentation October 3 2000. Jan Ekonomy Manager - Market Segmentation. Past segmentation efforts have not fulfilled our expectations.
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Leveraging Past Failures
Business Market Segmentation
October 3 2000
Manager - Market Segmentation
Find an actionable segmentation approach that will enable Sprint Business to support efficient, customer focused revenue acquisition, retention and growth.
The methodology chosen must be able to be implemented successfully and supported across the organization.
Best practices assessment: A step by step approach
Step I: Documented what we know about past failed and traditional segmentation approachesStep II: Examined refinements on the traditional approaches, and drew hypotheses about the utilities of each Step III: Conducted in-depth discussions with thought and opinion leaders on the topic of business market segmentationStep IV: Established criteria for developing the best segmentation approach for Sprint Business Step V: Development of the methodology
Traditional segmentation approaches can be categorized into four general classes
Segmenting on easily identified characteristics (e.g., Verticals/SIC)
Segmenting by combining geography, size with current Sprint revenue
Sub-segmenting on purchase behavior (Voice, FR, IP, etc.)
Segmenting on customer value as well as customer needs and behaviors
What the experts told us
of “macro/micro” methodology
Tier 1: Customer Value
Tier 2: Customer Specifics
micro segments are in development
has been done
socialization and implementation plan
There is a cautious optimism regarding the segmentation initiative
Executive ownership and follow through are essential
Effectiveness of communication plan is key
Infrastructure plan must be articulated
greater analytical costs on the back end.