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    Course · Customer Intelligence trackStrategy

    Segmentation Scheme

    The segmentation variables you chose and the rationale behind them.

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    Facilitator guides, practice worksheets and completed examples for running this with your team.

    STP — Segment · Target · Position
    Three columns: segments, chosen target, position.
    Define · Customer Segments
    Cluster buyers into 3–5 real segments.
    Brainstorm
    Grid of sticky notes to fill in.
    2×2 Matrix
    Plot ideas on two axes (Impact vs Effort).
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    Audience Strategy
    Who you choose to serve — demographics, psychographics, pains and priorities of the buyers you actually want to win.
    Customer Strategy
    The full commitment to customers you make: segments to win, jobs to solve, promises to keep, and value to deliver over the lifetime.
    Segmentation
    Segment a market by need, behavior, value and context — not just demographics.
    Personas
    Fictional profiles that make abstract segments concrete for the team.