The document discusses how to segment business-to-business (B2B) customers using wallet size and share of wallet metrics. It recommends creating a wallet matrix to analyze customers and prospects, and using segmentation data to develop strategic sales and marketing plans, including defining target markets, allocating sales teams, and setting acquisition and development targets. The goal is to integrate sales and marketing actions using an actionable, data-driven process.

1. HOW TO
SEGMENT B2
B
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2. How do you align your
finite resources to the infinite
opportunity in B2B?
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3. REVENUE versus WALLET
Customer
Revenue
gives an incomplete view
of customer value
You need
Customer & Prospect
Wallet
to complete the picture
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4. SHARE OF Wallet
WALLET
WALLET
Large Wallet
%
Share
Revenue
SIZE OF
Medium Wallet
SHARE OF
WALLET
Small Wallet
This gives you a clearer indication of your
market reach, where you can develop
customers and where to win new ones.
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5. Customer and Prospect
WALLET SIZE
& SHARE OF WALLET
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6. WALLET MATRIX
Segment your customers and prospects by wallet and share-of -wallet to identify
where you are in relation to the opportunity and where you need to invest.
High Retain your loyal customers, provide
excellent service levels and defend against
Share of wallet competition. But don’t be dependent on just a few.
Medium Develop these customers by cross-selling,
up-selling products and services and generating
Share of Wallet profitable growth
Low Acquire these prospects by using the right
level of sales engagement, the right marketing
Share of Wallet messages and build a solid pipeline of new business
Small Medium Large
Wallet Wallet Wallet
Size Size Size
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7. METRICS BY SEGMENT
They need to be actionable to reveal the opportunities and areas of
corrective actions. This will effectively integrate sales and marketing.
Measure these by segment:
• New business opportunities
• Customer product development
• Customer multi-site development
• Customer retention activities
• Sales coverage efficiency
• Sales ratio (inside / outside sales)
• Product pricing levels
• Bid pipeline : wins and losses
• Margin trends
• Local vs global opportunities
• Product mix trends
• Named “must-win” accounts
• Re-acquired accounts trend
Plus a lot more metrics that will clearly
reveal the next actions you need to
% take to grow your business and
% outsmart your competitors
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8. Create a for each of your
WALLET TARGET
MATRIX MARKETS
Total
Market
Addressable
Market
TARGET
MARKET
CUSTOMERS
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9. The same segmentation data should drive
STRATEGIC DECISIONS
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10. Drill down into the data to create
Sales Team Plans
Growth Target Acquisition Team Development Team
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11. Actionable data means an empowered
SALES TEAM
Sales team coverage
Account allocation by wallet
Acquisition/Development targets
Share of wallet targets
Bid pipeline strategy
Inside sales : field sales ratio
Site development plans
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12. Actionable data means results driven
MARKETING
Product mix development
Site development campaigns
Quota driven marketing plans
Acquisition campaigns
Development campaigns
Competitive attack
Analytical social marketing
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13. INTEGRATED
EXECUTION
requires a clear
DATA
DRIVEN PROCESS
1 2 3 4
Define your Implement Drive Measure
Adressable Actionable Integrated Performance
Markets Segmentation Actions and ROI
SALES MARKETING
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14. Call us now to find out more
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