7 perils of segmentation!!

Segmentation has been around as a marketing technique for years and yet marketers don't seem to get it. The biggest challenge is to create an approach that is practical and therefore "it works". Another key challenge that companies have is to be able to have a "coherent plan" basis the segmentation and not leave it as some "ivory tower" thinking. Some time the silo issues come up here, with segmentation being owned by Marketing and abandoned by customer operations and sales. One of the ways  you can make the segmentation work is to ensure it has a "buy in" from the CEO and you have metrics associated with the segmentation that are owned by multiple functions. Here is an interesting take on segmentation by Neil Davey, editor of MYCUSTOMER.com which summarizes what he believes are the 7 perils of segmentation.

http://www.mycustomer.com/cgi-bin/item.cgi?id=133390