3.2 - The "Segmentation" Workshop (2 of 2)

from £4,000.00

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

Business size:
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

  • 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

  • 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.

  • Marketing and strategy leads

    Sales leadership

    Product teams

    Customer success teams

    CRM/Database managers

    Finance stakeholders

  • 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

  • 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

  • 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.