3.2 - The "Segmentation" Workshop (2 of 2)
One-day workshop to transform research into actionable segments and a clear go-to-market plan.
The Challenge:
Most segmentation projects fail at implementation:
Beautiful presentations that never get used
Segments teams don't understand
No connection to business decisions
Poor integration with existing systems
The Solution:
This workshop turns research into action by:
Creating clear, usable segments
Building tools teams will actually use
Connecting segments to strategy
Planning practical implementation
Part of the Customer Understanding track
1-day workshop, up to 12 participants
One-day workshop to transform research into actionable segments and a clear go-to-market plan.
The Challenge:
Most segmentation projects fail at implementation:
Beautiful presentations that never get used
Segments teams don't understand
No connection to business decisions
Poor integration with existing systems
The Solution:
This workshop turns research into action by:
Creating clear, usable segments
Building tools teams will actually use
Connecting segments to strategy
Planning practical implementation
Part of the Customer Understanding track
1-day workshop, up to 12 participants
One-day workshop to transform research into actionable segments and a clear go-to-market plan.
The Challenge:
Most segmentation projects fail at implementation:
Beautiful presentations that never get used
Segments teams don't understand
No connection to business decisions
Poor integration with existing systems
The Solution:
This workshop turns research into action by:
Creating clear, usable segments
Building tools teams will actually use
Connecting segments to strategy
Planning practical implementation
Part of the Customer Understanding track
1-day workshop, up to 12 participants
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This is part two of two workshops, following your research phase.
For this workshop, you'll need:
A project lead
Completed data collection
Research analysis ready
Key stakeholders available
Implementation team identified
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After the workshop, you'll have a market map showing your segments with a descriptive name, market size, total value, and current market share.
More importantly, you'll be well placed to know where to focus.
Strategy isn't about trying to win everywhere - it's about making clear choices about where to compete and where not to.
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Marketing and strategy leads
Sales leadership
Product teams
Customer success teams
CRM/Database managers
Finance stakeholders
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Understanding Your Market
Create and interpret market maps to visualize segment positions and dimensions
Develop clear segment profiles through concise summaries and detailed handbooks
Design "golden questions" to consistently identify and track segments
Applying the Insights
Understand the role of market maps for guiding strategy
Build processes for continuous refinement based on market feedback and results
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Most workshops deliver theory. These deliver change.
We spend 20% understanding where your team is, 50% doing real work with your data, and 30% embedding changes into your processes.
Every team leaves with clear actions, owners, and a 30-day support plan to make changes stick.
Businesses choose these workshops because they align marketing directly with revenue growth and profitability
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Before Workshop 2
Consolidate research findings with internal financial and behavioral data
Develop 1-2 initial segment profiles as templates
Gather competitor data and market share information
Prepare workshop materials and templates
During Workshop 2
Review initial profiles and methodology
Collaboratively develop remaining segment profiles
Create memorable segment names and user portraits
Develop initial golden questions for segments
Map key competitors by segment
Plan targeting workshop with decision makers
After Workshop 2
Complete golden questions for remaining segments
Refine and finalize all segment profiles
Integrate segmentation into CRM systems
Execute targeting workshop with key stakeholders
Begin implementation planning for priority segments
Key Outcome: Move from understanding "who they are" to deciding "who we'll target" with clear next steps for activation.