Effective segmentation is the backbone of successful CRM management, enabling tailored communication, insightful reporting, and streamlined workflows. This article explores a robust framework for segmenting contacts and companies, offering fields and strategies that ensure precision, scalability, and alignment.
Whether you’re aiming to enhance sales pipelines, personalize marketing campaigns, or optimize operations, this guide provides actionable insights.
Goals for the Framework
- Precision: Ensure segments are actionable, relevant, and reduce redundancy.
- Scalability: Support evolving business needs, new account types, and future markets.
- Alignment: Unify contact and company segmentation for consistent reporting and workflows.
Key Components
- Contacts: Focus on personal-level data (engagement, preferences, demographics).
- Companies: Focus on organizational-level data (industry, size, revenue, geographic markets).
- Shared Data Points: Ensure consistency between contacts and companies to align their relationships.
Segmentation Fields
Contacts
| Field Name | Purpose | Example Values |
|---|---|---|
| City/Market | Group by geographic region | Dallas, Houston, Austin |
| Account Type | Identify type of engagement | Sponsor, Prospect, Attendee |
| Engagement Level | Measure activity and interest | Highly Engaged, Dormant |
| Lifecycle Stage | Define sales cycle position | MQL, SQL, Customer |
| Preferred Contact Method | Optimize communication channels | Email, Phone, Text |
Companies
| Field Name | Purpose | Example Values |
|---|---|---|
| Industry | Segment by sector | Real Estate, Tech |
| Revenue Range | Assess potential economic value | <1M,1M-$10M |
| Engagement Level | Track company engagement | Actively Engaged, Dormant |
| Account Type | Define business relationship type | Sponsor, Vendor, Partner |
Automation & Enrichment
Automate workflows and enrich data to maintain high-quality, actionable segmentation. Use tools like Clearbit or ZoomInfo for enrichment and automate lifecycle transitions with workflow automation.
Conclusion
A robust segmentation framework is essential for CRM success. By integrating automation, periodic reviews, and enrichment tools, you can ensure your segmentation evolves with your business needs.