Identifying Best Customers

Viewpoint by Jeanne Ryan, Associate Partner

Many clients have difficulty identifying their best customers because their go-to-market approach is largely defined by their internal organizational structure rather than customer attitudes, needs, values, and desired benefits. In adopting this internally-focused approach, these companies miss out on opportunities to connect with customers in a more meaningful way and drive more significant business impact through more profitable segments. Overcoming this dilemma doesn't require sweeping organizational changes, but it does require a commitment to support a more customer-centric, external view of the market.