Targeting tool
Stage 2 · Customer understanding
Targeting tool
The Targeting tool compares segments, applications or customers on two dimensions: how attractive they are, and how able you are to win them. It turns a long list of opportunities into a short list where resources should go.
Questions it answers
1Which segments or applications should we focus on?
2Where are we best placed to win?
3What should we stop chasing?
How it works
The steps teams follow in our programs and projects.
Step 1
Pick candidates
Segments, applications or accounts to compare.
Step 2
Score attractiveness
Size, growth, margin and fit.
Step 3
Score ability to win
Strengths against purchase criteria.
Step 4
Choose targets
Focus on the best combinations.
What you get
The output
A two-by-two or bubble chart with the targets clearly marked.
Where AI helps
Where judgment decides
Fills in market data and scores for each candidate.
Agrees the scoring criteria and makes the focus decision.
From our client work
How clients apply it
Paraphrased and anonymized from recent programs and engagements.
Application 1
A marketing leader trialed the application targeting tool on a live strategy before deciding on a wider license.
Application 2
Product management teams use targeting to align go-to-market across regions.
Linked tools
The output of one tool becomes the input to the next.
Builds on
Questions about Targeting tool
How is targeting different from segmentation?
Segmentation describes the groups; targeting decides which ones to pursue.
Can we try the tool before licensing it?
Yes. Teams can take 90-day access to use it on a live plan.
Other tools in stage 2: Needs-based segmentation · Critical Purchase Criteria · Customer Journey Map · Influencer Map · Targeting tool
Want to use Targeting tool on a live plan?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.