ABSTRACT
In “Designing and executing your B2B segmentation for pricing success” Stephan M. Liozu and Katie Richardson highlight the various implications of designing of B2B segmentation process. This chapter first proposes a refresher of what segmentation is. Second it lists six best practices on how to make segmentation a success exercise in any B2B organization. The authors then focus on the need to operationalize the segmentation in the go-to-market process to really reap the benefit of such a challenging exercise. The benefits are in the execution of superior commercial strategies guided by the segmentation process. Managers often struggle with the execution of segmentation in their business. This chapter focuses on critical practical steps they must make to get to the next level of marketing and commercial success.
