What is your framework for prioritizing which segment to focus your marketing and sales efforts on when you serve several segments well?
1 Answer
The framework I’ve recently used is based on plotting your company's "ability to win" against TAM, and identifying the segments where you have both the highest ability to win and TAM - because that is where you know you can already win, and there is a huge market so you can focus your GTM efforts most effectively.
You can measure the "Ability to Win" using different attributes that matter to your business, some examples are Presence, Win Rates, Annual fees, Retention Rates, YoY Lands, etc. You can weight all of these differently based on what you care about the most and develop a scoring framework that helps you identify your top segments where you win, or scale the best.
743 Views
Top Product Marketing Mentors
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Stephanie Kelman
Shopify Senior Product Marketing Lead
Sarah Din
Quickbase VP of Product Marketing
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jenna Crane
Klaviyo Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Amanda Groves
Crossbeam Senior Director Product Marketing
Amanda Groves
Crossbeam Senior Director Product Marketing
Alissa Lydon
Dovetail Head of Product Marketing
Related Questions
What tools or frameworks do you like to best utilize when conducting competitive and market intelligence?What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?What market research do you do to segment your market, understand each segment's needs, and inform the build/buy/partner strategy? And how do you share those insights? How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?How do you think about pricing when going from a single product to a multi-product platform?What potential risks or pitfalls does one need to know before starting a pricing overhaul?