A key component of every organization’s growth plan includes entering profitable market and customer segments – faster than the competition.
There are 5 key steps in the pursuit of segmentation success:
- Establishing the right criteria for segmentation decisions
- Identifying and researching potential segments
- Ranking segment opportunities on an apples-to-apples basis
- Choosing the best-fit segments to pursue
- Developing competitively differentiated positioning
“Market segmentation and positioning are critical success factors to marketing organizations. I’ve not seen any products like these available through the web. The Avantage Tools Suite can add tremendous value to organizations looking to take a more fact-based approach to developing their position in the marketplace. The segmentation product is ideal for any company wanting to make an apples-to-apples comparison between market opportunities.” Christopher Doran, Vice President of Marketing – Manticore Technology
Avantage® Enables You to Compare and Select Investment-Worthy Customer and Market Segments
Our Avantage framework enables you to confidently select the best-fit segments with differentiated, customer-centric positioning – faster and more affordably. Avantage is a framework that encapsulates proven, proprietary methodologies used by VEM since 1999, in organizations of all sizes and across all industries. Avantage was developed specifically to meet customer requests for easy-to-use, easy-on-the-wallet, segmentation scoring model.
Avantage® was among the first of its kind to provide a data-driven approach to segmentation and positioning. Through a series of prompts, the application guides you through the process of criteria selection and weighting, and attribute definition and ranking for two axes: accessibility (how hard or easy it is to access the segment) and opportunity (how large or small the segment is). This process enables you to confidently make decisions about which customers and/or markets are worth pursuit and investment.
How You Can Take Advantage of Avantage®
We integrated the framework into our Market and Customer Segmentation workbook.
Need help with establishing the criteria and attributes, conducting the research, or evaluating customers or markets on an apples-to-apples basis? Tap our Advisory Services.
