Core expertise · 05
Market segmentation
Turn a broad market into practical choices about where to compete, how to serve, and what value proposition to lead with.
The business challenge
High-level segments are often descriptive but not actionable, leaving teams without differentiated priorities or coverage decisions.
Leadership approach
- 01
Combine market attractiveness with customer needs and economics
- 02
Translate segments into propositions, plays, and resource choices
- 03
Embed segmentation in planning, pipeline, and performance management
Representative case
Making segmentation operational
At JBT Marel, moved the organization from broad product categories to micro-segmented market planning. Segmentation became the foundation for ownership, marketing priorities, account development, and cross-selling—not a standalone analytical exercise.
MicroSegmented market architecture
Customer-ledCommercial operating model
EnterpriseCompensation aligned to segmentation