Segmentation Strategy Workshops

20/20 Segmentation Strategy Workshop -- To Achieve Revenue and
Profit Growth

Learn QDI’s three levels of segmentation and how each level increases your ability to maximize profits.

The Workshop provides a unique framework to:

• Look at your business and market opportunities
• Analyze your position in the marketplace
• Identify opportunities for growth
• Define the marketing investments required to capture the
  identified opportunities
• Answer the questions:
  • Should I invest in this market?
  • What value proposition should I offer?
  • Who are the hot prospects our sales force should chase?
• Provide insight into the effective management of go-to-market organizations
  • Channel management
  • Customer access
  • Customer knowledge
    

Why the 20/20 Segmentation Strategy Workshop?

• Identifying segments and measuring their potential produces insights
  and opportunities that would otherwise be overlooked and avoids costs that
  would otherwise be spent chasing low-potential opportunities
• Companies that base their growth on the ability to move into new markets require
  a skill set and experience level that is different from the management of
  existing markets and customer relationships
• When a product has stalled on its path to achieve long-term success, the
  workshop can be used as a diagnostic tool to pinpoint weaknesses and
  identify actions to stimulate growth
• The workshop incorporates practical exercises that reinforce segmentation
  concepts and apply them to your business issues
• The workshop provides an impartial forum for participants from different
  business units to share their experiences and perspectives
  

Agenda

• Day One
  • Opening Remarks
  • Definitions of Markets and Marketing Decisions
  • Introduction to Marketing Decision-Making
     Market Leverage
     How to Maximize Leverage
  • The Categories of Marketing Decisions
     Value Creation
     Value Capture
  • Marketing Effectiveness
• Day Two
  • 20/20 Segmentation to Frame Marketing Decisions
  • Marketing Efficiency
  • Managing the Business Relationship
  • Strategic Perspective

Segment Strategist Workshop

Use QDI’s Segment Strategist Workshop as a springboard to develop a successful segment strategy plan. Segmentation has big pay-offs when you apply it in strategy development, product and market planning and sales targeting. In our one-day workshop your sales and marketing team will learn how to build new, effective segmentation strategies to grow your market share.

Why the Segment Strategist Workshop:

• Builds on your sales and marketing team’s customer and competitor knowledge
• Identifies what you don’t know or where you disagree on what you think you know
• Provides a structure to “drill down” on the specifics of “why” behind your market share position
• Uses QDI Strategies’ exclusive Value Management Workbook™ software to structure the evaluation of your “value proposition” and “market presence” versus your leading competitors
• Allows you to test changes in your offering and model the impact on your sales and market share
• Increases cross-functional understanding of the market by providing a forum and framework to compare different perspectives
• Projects your market share and sales based on the strength of your value proposition and market presence
  
  

Agenda

Prep Stage – Two-Day Planning Session
In this stage, QDI consultants lead your project manager through an analysis of your market to define the key segment to study and the specific benefit criteria customers look for in your product category including the benefits both you and your competitors offer. We weight these benefits based on what you believe is important to the customer. The outcome is a detailed framework that your sales and marketing team can use to evaluate their own and their competitors’ performance

We use a similar process to define and evaluate the dimensions of each competitor’s market presence.

One-Day Workshop

The first step of the workshop is to build a complete model of the market as it is today. Each participant is provided with QDI’s Value Management Workbook™ and a laptop. We brainstorm alternatives to your current value proposition and/or market presence and evaluate their impact on your sales and share. This process ultimately identifies the most profitable segment strategy.