How to use customer profiling productively to direct your marketing efforts and sales resources.
The Principle is easy to define
Match your customer base directly to a proven universe of all
organisations, broken down by size (usually, but not invariably,
using number of employees) and business activity (normally using
a standard code system such as NACE).
Then for existing customers measure from which you are getting
a high or low share of the likely business available, normally by
computing revenue per employee.
While for prospects, find in which segment you have been most
successful. Following the military maxim of ‘reinforce success,
don’t shore up failure’, then target your marketing $ where your
existing penetration is highest.
Measuring account potential and
selecting new prospects.