B2B Market Segmentation and Analytics

HOW TO
SEGMENT B2
B

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How do you align your
finite resources to the infinite
opportunity in B2B?

REVENUE versus WALLET
Customer
Revenue
gives an incomplete view
of customer value
You need
Customer & Prospect

Wallet
to complete the picture


SHARE OF Wallet

WALLET
WALLET
Large Wallet
%
Share
Revenue
SIZE OF

Medium Wallet

SHARE OF
WALLET
Small Wallet

This gives you a clearer indication of your
market reach, where you can develop
customers and where to win new ones.


Customer and Prospect
WALLET SIZE
& SHARE OF WALLET

WALLET MATRIX
Segment your customers and prospects by wallet and share-of -wallet to identify
where you are in relation to the opportunity and where you need to invest.

High Retain your loyal customers, provide
excellent service levels and defend against
Share of wallet competition. But don’t be dependent on just a few.

Medium Develop these customers by cross-selling,
up-selling products and services and generating
Share of Wallet profitable growth

Low Acquire these prospects by using the right
level of sales engagement, the right marketing
Share of Wallet messages and build a solid pipeline of new business

Small Medium Large
Wallet Wallet Wallet
Size Size Size


METRICS BY SEGMENT
They need to be actionable to reveal the opportunities and areas of
corrective actions. This will effectively integrate sales and marketing.

Measure these by segment:
• New business opportunities
• Customer product development
• Customer multi-site development
• Customer retention activities
• Sales coverage efficiency
• Sales ratio (inside / outside sales)
• Product pricing levels
• Bid pipeline : wins and losses
• Margin trends
• Local vs global opportunities
• Product mix trends
• Named “must-win” accounts
• Re-acquired accounts trend

Plus a lot more metrics that will clearly
reveal the next actions you need to
% take to grow your business and
% outsmart your competitors


Create a for each of your
WALLET TARGET
MATRIX MARKETS
Total
Market

Addressable
Market

TARGET
MARKET

CUSTOMERS


The same segmentation data should drive
STRATEGIC DECISIONS


Drill down into the data to create
Sales Team Plans
Growth Target Acquisition Team Development Team


Actionable data means an empowered

SALES TEAM
Sales team coverage

Account allocation by wallet

Acquisition/Development targets

Share of wallet targets

Bid pipeline strategy

Inside sales : field sales ratio

Site development plans


Actionable data means results driven

MARKETING
Product mix development

Site development campaigns

Quota driven marketing plans

Acquisition campaigns

Development campaigns

Competitive attack

Analytical social marketing


INTEGRATED
EXECUTION
requires a clear
DATA
DRIVEN PROCESS
1 2 3 4
Define your Implement Drive Measure
Adressable Actionable Integrated Performance
Markets Segmentation Actions and ROI

SALES MARKETING


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B2B Market Segmentation and Analytics

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