One in eight businesses do not have a defined segmentation strategy in place, according to Oliver Wight.
And of those with defined segments, little more than one third (37 per cent) have a go-to-market strategy. The figures come from a poll of delegates at a seminar on demand management in November.
Debbie Bowen-Heaton, partner and demand management specialist at Oliver Wight, said: “Not all customers are the same and businesses have to develop a go-to-market strategy for each segment. Don’t wait; start segmenting now. No matter at what stage of maturity your business is, the information required for segmentation is there. It may not be written down but it is available.”
The poll also suggested that organisations are not involving the right people when determining their segmentation and demand management process.
Bowen-Heaton said: “It is vital the sales and marketing teams define and deploy the go-to-market strategy, but they are dependent on information and expert recommendation from the insight and analytics teams. Equally, the supply chain will have to propose and deploy a strategic supply chain response. Therefore you must involve cross-functional teams in the demand planning and segmentation process to succeed long term.”
Oliver Wight argues that planning 18-24 months in advance is now no longer enough; a 36-month horizon is becoming the standard for successful businesses. But, the poll suggested that even some of the well-known businesses are behind in their segmentation and demand processes, critically hampering their ability to anticipate and meet future demand.