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Austin Lewis

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Client Segmentation – A Journey to Strategic Selling

Posted by Austin Lewis

An effective client segmentation strategy will enable sales and marketing teams to provide the most valuable clients with an optimal client experience while improving sales results and lowering costs. While many firms have invested heavily in developing segmentation models, much of the industry still relies on individual efforts to rank clients. This happens on a small scale using only one or two data points, such as sales or assets. Firms have an opportunity to standardize segmentation methods by building a model that pulls information from the volume of internal and external data available today; without making their sales professionals become data analysts. The results will provide territory management guidance, break down silos between sales and marketing, and ensure strategic enterprise goals are met. This opportunity allows firms to simultaneously build a repeatable process that can work at scale for your business and adapt to changes to channel mixes or product focuses. 

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