Glossario
Customer Segmentation
Dividing the customer base into groups that share meaningful behaviors, needs, or economics.
Customer segmentation splits a market or customer base into groups that behave similarly — by firmographics (industry, size, geography), technographics (tools they use), behavior (usage patterns), needs (jobs to be done), or economics (LTV, churn risk). The goal is to find segments where the product-market fit, willingness to pay, and go-to-market motion are genuinely different, then tailor your approach.
Good segmentation changes decisions: pricing tiers, packaging, sales motions, onboarding flows, and feature roadmap all flex by segment. Bad segmentation produces colorful slides that never change anything operationally. A useful test is whether the segmentation is actionable — if the answer to "what would we do differently for this segment?" is "nothing," the split is cosmetic.
Perché è importante
Treating all customers the same is an expensive mistake. Segmentation concentrates resources where they compound instead of spreading them thin.
Termini correlati
Buyer Persona
A fictional but evidence-based profile of a target buyer, used to align product, marketing, and sales.
Market Positioning
The place a product occupies in the mind of its target customer relative to alternatives.
Jobs to be Done
A theory that customers "hire" products to make progress on a specific job, not because of demographics or features.
TAM, SAM, SOM
Three nested sizing measures: Total Addressable Market, Serviceable Addressable Market, and Serviceable Obtainable Market.
Product-Market Fit
The point at which a product clearly serves a real market need, demonstrated by strong demand, retention, and organic growth.