Many B2B organisations segment customers by volume, creating costly blind spots. This approach assumes high-volume customers share similar needs—a dangerous misconception leading to resource misallocation and missed opportunities. Needs-based segmentation unlocks hidden value through superior customer understanding and differentiated service
Why 80% of B2B products fail within their first year. Discover the three critical value proposition failure modes that doom even superior technology, plus five proven practices for developing offerings customers actually want to buy.
Would you organise a dinner party with friends without checking on food preferences that might have changed, or competing events that might impact scheduling? Of course not, yet businesses do initiate innovation programmes without making similar checks, or as Rumelt suggested “What’s really going on here?”, or perhaps even Marvin Gaye’s shorter “What’s Going On”