Nick Poulos

Nick Poulos
Divide and Conquer A Primer on Needs-based Segmentation

By Nick Poulos Selection is the single most important set of decisions any business-to-business enterprise can make. The most successful firms consciously select the products and services they will provide, the customers to whom they will provide them, and the channels through which they will market them. Running parallel to the selection process is one of the biggest challenges facing business today: how to invest the limited resources at our disposal—time, money and human resources. Accordingly, targeted segmentation to promote conscious selectivity within your sales, marketing and service database becomes the most valuable prize of your business intelligence and customer knowledge management activity. Recognizing