How we help
We group customers by what they need and value, then design an offer, service level and price for each group. Customers move from "everyone gets everything" to tiers with clear service agreements, and the sales team knows where to spend time.
Interviews, sales input and transaction data.
Cluster customers by needs and behavior.
Service levels, offers and prices by segment.
Train sales to explain the change to customers.
Click a problem to see its signs, causes and the evidence from client work.
Sales Excellence & Key Account Management
“We have been sales and rebate led for years. Value is never part of the conversation.”
Read more →Sales Excellence & Key Account Management
“We call every large customer key, so none gets a real plan.”
Read more →Strategic Marketing & Growth
“Every segment gets a little attention. None gets enough to win.”
Read more →Strategic Marketing & Growth
“Competitors closed the technical gap. Now it is all about price.”
Read more →Innovation, Portfolio & Customer Insight
“We bought the market report. It doesn't answer our question.”
Read more →"We've been sales and rebate led for years."
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"We're reorganizing our route to market to grow margin, not volume."
New customer tiers, channels or owners mean the sales force has to change who it calls on and what it sells.
How we help →“When we tiered customers, services that used to be free became chargeable for smaller accounts, and the sales team needed help handling the objections.”
Food Processing · Wine producers
[Result]
A food processing technology leader patented a solution that cut water use and disposal cost for wine producers, but needed to position and price it.
Read the case →Packaging · Electronics & Medical
[Result]
A producer of high-performance packaging for electronics and medical markets saw its products copied, and had to decide where it could still win.
Read the case →Medical Devices
[Result]
A medical device leader targeted a complex disease area with only one effective treatment, and needed to know where innovation would matter most.
Read the case →Articles by Market Edge consultants on mkt-edge.com.
Most companies segment by size or industry. Needs-based segments group customers by what they value, which is what offers and prices should follow.
They follow the tiers. The largest accounts get account plans and supply agreements; smaller accounts get a defined, efficient service model.
How we help
We quantify the value your offer creates against the customer's next-best alternative, set price positions on a value map and build the pricing logic sales can defend.
How it works →How we help
We help you choose the accounts that deserve a strategic plan, build one-page key account plans with the team, and connect them to resources, forecasting and reviews.
How it works →How we help
A company-branded academy gives the whole commercial team one language, process and toolbox, applied to real markets.
How it works →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.