Maximize Segmentation Impact: Just Focus
Recently a group of BizOps professionals got together in Burlington, MA for networking, refreshments and a panel discussion about segmentation. Led by Greg Keshian, Rekener COO, the panel included:
- Jing Jiang, Manager, Business Analysis & Reporting at Black Duck;
- Chris Doney, Director of Global Sales Operations at IdeaPaint, and
- Joss Poulton, Manager of Business Operations, Onshape
Black Duck Software is currently at the stage of improving its segmentation effort in order to reach a broader initiative that includes refining its understanding of customer personas. Jing emphasized the importance of having clean data for a successful segmentation project; with rapid growth in recent years, focus on data consistency has become essential. Having determined the main areas of focus for segmentation, Jing is identifying appropriate third-party data providers to fill in the gaps and clean up the existing database. With a consistent baseline of solid data across accounts and segments, the BizOps team can take segmentation to the next level.
At Onshape, building call lists for its sales team is the impetus for the full-cloud 3D CAD system provider’s segmentation effort. Joss talked about how Onshape is tackling the challenges of identifying sales targets in a product design industry that has been slow to adopt cloud technologies. Using data from hundreds of thousands of leads from product signups and a combination of profile data, third-party data, and usage data from their app, Onshape is identifying rich segments then taking that to list building to be used by both sales and marketing.
IdeaPaint sells paint, not software, but Chris struggles with the same segmentation challenges as his fellow panelists. The company is in transition with its US segmentation efforts, going from a national sales program to a territory model. Nearly half of IdeaPaint’s business is fulfilled through paint contractors who buy from paint dealers and paint distributors, adding complexity to their segmentation efforts. Chris discussed how refining the company’s segmentation based on product/market fit impacts the number and types of roles on the sales team in addition to affecting comp plans and efforts to ease channel conflict.
Our panelists are taking different approaches and are at different points in their segmentation projects but they all agree that taking the time to get it right will provide the focus they need to have the greatest impact with their sales and marketing and activities.
A huge shout out to our co-sponsor, Black Duck Software, for supporting the growing community of strategic BizOps pros!
The next BizOps meetup will take place Tuesday July 18 in Cambridge, MA. The topic and the speaker lineup are outstanding and you won’t want to miss it! “From Hair on Fire to Highly Strategic — BizOps in Transition” will feature a panel discussion with Emmanuelle Skala, former VP of Sales & Customer Success at DigitalOcean; Tom Wentworth, CMO at RapidMiner; and Andrew Fink, VP Customer Success at Celect.
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Steph served as Rekener’s Community Manager and CMO. A Rekener co-founder, she was previously Senior Director of Marketing at CCC, a $300M+ recurring revenue business, and served in marketing leadership roles at Vertical, @stake, Informio, DotContent and Meridian. Her first recurring revenue role was as an inside sales rep selling real-time stock pricing subscriptions.
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