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 Effectivenes
- Day Two
- 20/20 Segmentation to Frame Marketing Decisions
- Marketing Efficiency
- Managing the Business Relationship
- Strategic Perspective