Very little of product management and marketing practice works without effective and actionable market segmentation. It is one of the most basic marketing concepts and your segmentation quality will directly affect the success of your products. When market segmentation isn’t done effectively, organizations try to be all things to all customers, convey weak value propositions, and waste precious sales and marketing resources. Companies that develop a strong market segmentation capability benefit from elevated marketing ROI, shorter sales cycles, larger deal sizes, and stronger customer relationships.

In this PSN webcast presentation, Ms. Trevenen, Director of Marketing Excellence with Philips, shared how Philips approached the challenge of building a strong market segmentation capability. She explained how they prepared for the journey, created a needs-based segmentation approach, and deployed it for success. You’ll takeaway ideas, insights and examples for making your market segmentation more actionable, creating more effective customer typing and profiling tools, and making the case for investing in market segmentation.