Actionable Market Segmentation:
Understanding the Specific Needs of Your Customers to Align Your Product or Service for Success
John Sutter, Principal Consultant, MIDIOR
This BPMA meeting topic will feature Actionable Market Segmentation – how to assess market opportunity for new products and services and turn that analysis into actionable steps that will increase market share and win sales.
Assessing market opportunity for new offerings or to optimize revenues from a mature product or service is a core skill set for every product manager to master. However, asking the right questions, identifying patterns and coming up with meaningful data is difficult. In today’s dynamic market ecosystem, it’s no longer about company size, geography, or even industry – it’s all about customer behavior.
In this session you will learn how to stake a hypothesis about market opportunity, gather the data and ask the right questions and turn that data into a purposeful market assessment.
John Sutter is a principal consultant at MIDIOR, with a particular focus on clients in the financial services, manufacturing, and software sectors.
John has 24 years experience leading and working in product management, software development, marketing, sales, and service delivery. Prior to joining MIDIOR, John held product marketing /management, sales management, and development roles at companies including Red Brick Systems, Sun Microsystems, Vignette, Watchfire (IBM), and ClearForest (Reuters).
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