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
Despite 83% of companies prioritising innovation, recent research reveals that 52% struggle with unclear innovation strategy—yet only 30% plan to address this fundamental issue. This creates "zombie innovation" where organisations waste resources on products customers don't value. Companies linking business and innovation strategy achieve 5% higher sales from new products, making strategic clarity essential for launch success.
The relationship between products and markets should guide your organizational structure. When multiple products serve one market, product management is essential. When one product serves multiple markets, marketing management excels. As complexity grows, separating these roles creates valuable tension at integration points that drives innovation and optimises business performance.