Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process ...

The key steps to segmentation are: defining the target market, gathering data, analyzing the data, developing profiles of the segments, and selecting the segments to target. It is important to ...

In my travels as a strategy consultant, there is one constant among new clients: a lack of definition around target markets. Clients tell us they have clarity, but when we pull back the kimono, we ...

In an earlier article ("Driving demand with revenue segment leadership "), I made the case for developing segment leaders as part of an organizational framework for driving revenue. I described a ...