MicrosoftSegmentationandAccountBasedMarketingApproachRudyDillensegerDirectorofAccountBasedEngagement

ITSMASeptember, 2017

MicrosoftmissionEmpowereverypersonandeveryorganizationontheplanettoachievemore

Digitallytransformingcustomersegmentation

Surface

High

Low

Nodata

Customer Aggregate

Enterprise

Segmentation

Enterprise

Corporate

CTM

SMB

Enterprise

SMC

Calculate potential for each account on each “card”

Dynamics

Data

Apps & Infra

Modern Workplace

Aggregate potential across cards

Separate accounts by new segments

Scale

InternalHistorical sales data

Geographical data

Existing account penetration

Licensing coverage

ExternalIndustry trends

Known competitive product penetration

Public revenue growth and stock performance

Job growth or loss

Approach

Factors

ΣPotentialweighted

DefiningCustomerPotential

ΣPotentialweighted

EnterpriseEPG

SMS&P

CTM

SMB

Small, Medium & Corporate

Corporate Premier & Corporate

SMB

Simplifyingourcustomermodel

AccountBasedManagementInitiatives

BDMEngagement

Intentional Selling

Top 400 Accounts

-Clustered by

Industry Digital Conversation

Digital Transformation

Sales & Marketing Alignment

Strategic Account Planning

AccountBasedEngagement

Roadtosuccess:Redefiningrelationshipbetween

marketingandsales