Market & Customer Segmentation WorkshopWorkshop Description

The Market & Customer Segmentation Workshop (MCS) is an interactive work session designed to help organizations determine criteria and identify segments that would best meet this criteria. The following ground is covered: product category, pain points, market segmentation, criteria, ranking and weighting, segment selection.

Companies seek market and customer segmentation assistance to prioritize multiple market opportunities or focus sparse resources on those market segments with highest business potential. The workshop uses a proprietary model that avoids the common mistake of chasing markets based on size alone.


As a result of the MCS, you will have a market segmentation model suitable for use with each of your products. For the specific product on which the workshop focused you will have:

  • Identified the segmentation criteria
  • Determined ranking and weighting for the criteria
  • Selected segments to evaluate
  • A rough draft for an action plan to support a segmentation strategy


A Word document is generated containing notes from the workshop that include the market segmentation criteria, the weighting and ranking for the criteria, and initial segments to research and plot.


Gone Fishin’

Table of Contents

Gone Fishin'

Chapter    1     Defining Marketing
Chapter    2     Reversing the Value Chain
Chapter    3     The 6 P’s-The Foundation of Marketing
Chapter    4     Developing a Brand Strategy
Chapter    5     Brand Equity
Chapter    6     Finding Profitable Customers
Chapter    7     Hooking Profitable Customers
Chapter    8     Keeping Profitable Customers
Chapter    9     Growing Profitable Customers
Chapter   10    It’s all in the Plan
Chapter   11    Metrics
Chapter   12    Going Fishing
Glossary of Branding Terms


Here’s what some Gone Fishin’ readers had to say about the book:

“Gone Fishin’ focuses on results-based marketing, guiding the reader to strategies for success throughout the entire marketing cycle. It’s refreshing to see the emphasis on two aspects in particular that so often are neglected: customer retention and metrics.” Alison Raffalovich, Assistant Vice President of Corporate Communications, TriActive, Inc. (@araffalovich)

“Customer acquisition, Loyalty, and Retention are keys to long lasting profitable relationships with customers. In her book Gone Fishin’, Laura Patterson addresses all of these dimensions to present a clear roadmap to success. This tackle box of information will provide you the right bait to catch and keep more customers.” Paul Gilbert, Director of Customer Advocacy, Vignette Corporation (@1paulgilbert)

“Let me say that the book was easy to read. It serves well as both an anytime, quick-reference as well as a good overall guide for a variety of audiences. For me, it recharged a love of branding and strategic marketing. The analogies to fishing were very simple and good … an enjoyable read.” Rich Cardenas, Sales & Marketing Director, Onramp Access, Inc

“Laura has delivered another stalwart resource for marketing executives with “Gone Fishing for Marketing and Sales Alignment.” All too frequently books targeted to the business executive remind me of fertilizer or laundry soap, 85% is inert ingredient and the meaningful content needs to be gleaned out by the reader. Laura on the other hand writes her books just like she consults, with crispness and fortitude, enabling me to reflect on it’s application for my environment rather than searching for the nugget. I was able to use “Gone Fishing for Marketing and Sales Alignment” as a framework for a world-wide kick-off product launch planning session with outstanding results. Utilizing this framework our teams asked themselves the right questions, focusing on the strategies and action plans that would move the needle and were measurable to top line growth. I am ready for the next one.” Walter Petticrew, Freescale, MAD & Enablement Team (@wapetticrew)

“Gone Fishin” was fast reading and to the point. It will serve me well as a guideline for putting together my next marketing plan.” Tom Evans, Senior Market Development Manager, Pavilion Technologies

“Gone Fishin’ is both delightful and impactful. Laura spices a marketing best practices book with humor and strong parallels between marketing and fishing. Both revolve around attracting, catching and retaining. Even though the book is entertaining, its approach to strategic marketing is hard-hitting and on the mark.” Mary Inglis, Director of Marketing, Vincera Software

“Congratulations on Gone Fishin’! Your book is full of useful information about attracting and keeping the right kind of customers. The text is concise and clearly presented. Most of all, Gone Fishin’ is very readable. I felt like I bought myself a present when I purchased your book. Thanks and Good Luck!” Doug Hall, Business Consultant

“I recently read Gone Fishin’ and found it to be a well-written, concise guide covering key elements in the marketing process. It covers the strategic framework necessary for success and also includes overlooked fundamentals and useful tactical tips. I appreciated the focus on the customer and the emphasis on metrics and also enjoyed the fun fishing metaphors.” Roy E. Springer, Edward Jones

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