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
Use Avantage® to Compare and Select Investment-Worthy Customer and Market Segments
Backed by time-tested frameworks, (one of our secret sauces), our Avantage tools suite enables you to confidently select the best-fit segments with differentiated, customer-centric positioning – faster and more affordably.
Avantage is a SaaS application 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, applications that could be used on a one-time basis, or owned and used for each new segmentation initiative.
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 is it to access the segment) and opportunity (how large or small the segment is). This process enables you to confidently make decisions about which customer and/or markets are worth pursuit and investment.
Once you establish the criteria and attributes, conduct the research using your team, or leverage our research expertise, to evaluate customers or markets on an apples-to-apples basis. Enter the data, and let the application complete the calculations, identifying segments based on accessibility and opportunity. With Avantage you can do an apples-to-apples comparison of segments based on data.
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