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Seven Strategy Questions
One of Robert Simon’s first questions to ask when developing a winning business strategy is whether or not you have the right customers. How can you choose the right customers if you don’t have good data?
Source: The State of CRM Data for SaaS Companies, Q2 2021 Study
BuzzBoard and Modern Sales Pros
Robert Simons, a published author and a Baker Foundation Professor at Harvard Business School, builds the case that choosing the right customer is the first step in any winning strategy, and we could not agree more!
Seven Strategy Questions, Robert Simons
Get The BookCompanies often promote far and wide, hoping to lure customers in. But how many thoughtfully choose who they want as a customer or are able to do so correctly given the state of their CRM?
Choosing their customer wisely and understanding them well to meaningfully engage with them enables organizations to compete in this new hyper-personalized, digital-first selling environment.
“How do I identify my primary customer?” you might ask. Simons prescribes a detailed framework to do just that. In short, it’s about “identifying the customer group that most closely matches your existing capabilities, and offers the greatest direct and indirect profit potential.”
Simons elaborates that, “Customers often don’t know what it is they value. Uncovering the full truth about their needs requires systematic research at multiple levels.”
If would like to dig deeper on the concept, let us know and we’ll be happy to send you a physical copy of Simon’s book, Seven Strategy Questions, where he dedicates the first chapter to the foundation of choosing the right customer.
To learn more about the strategic nuances of ‘segmentation’, read our article ‘Each Segment is a Strategy’.
To unlock the promise of segmentation and personalization for your sales and marketing teams, start with account intelligence data from BuzzBoard—the largest database for B2SMB solution providers to launch hyper-personalized marketing campaigns at scale.
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