Know your market and accelerate revenue with out-of-the-box account segmentation and scoring.
If you’re a chief revenue officer (CRO), head of sales, or any kind of strategic business leader, you likely face these critical questions:
- What should our go-to-market (GTM) strategy be?
- How does it align to our corporate strategy?
- Where should we focus our efforts for optimal growth?
- Which markets and accounts have the greatest potential to drive profitability and minimize churn?
With so much complexity and so many questions, it may feel like you’re working harder than ever to hit your targets, but your GTM planning processes simply can’t keep up.
The reality is, most organizations don’t even know where to begin answering these questions. There’s no shared definition of market or account opportunity. Data is siloed across multiple systems and owned by different teams with different goals. Planning happens in spreadsheets or gets outsourced to consultants. The pain isn’t just in the data — it’s in the disconnect.
They need a structured approach to market and wallet sizing to shape their strategy, and account segmentation and scoring focuses teams, using insights from every corner of the business.
Act with precision
Unstructured processes lead to misalignment across sales, marketing, and customer success, leading to inefficiencies, missed opportunities, and wasted revenue chasing the wrong priorities.
Do any of these challenges sound familiar?
- Limited visibility: Market analysis is hindered by siloed, outdated, and unreliable data.
- Inefficient processes: Manual and duplicative tasks lead to reactive, subjective decisions.
- Disconnected workflows: Misaligned teams struggle to match capacity with market demands.
- Missed opportunities: Lack of agility prevents timely responses to market and account potential.
What’s needed is a way to consistently identify the most valuable markets and accounts, allocate the right investments and teams around them, and orchestrate revenue across the business.
Market sizing helps you understand the total potential market demand for a product or services within a specific industry, region, or demographic.
Wallet sizing helps identify the total spending potential of a specific customer or account, including how much they currently spend on your product or service, what share your business captures, and where there’s room for growth.
Discover what unfolds when you get it right
When you focus on the wrong accounts, your customer acquisition costs go up, your win rates go down, and your productivity plummets. When segmentation and sizing is done right — embedded in your GTM planning process and not bolted on after the fact — you unlock massive potential.
- GTM teams are aligned and productive on day one of the fiscal year • Strategic decisions are based on facts, not gut feel
- Cross-sell and upsell are not random — they’re orchestrated
- Renewals and retention become intentional, not reactive
- And the CRO has the confidence to commit — to the board, to the CEO, and to the field
Organizations that are ready on day one of the first quarter see up to 6 times higher growth rates than those who aren’t.
Power GTM precision with an out-of-the-box solution
Anaplan’s Segmentation and Scoring application brings together both market and wallet sizing and account segmentation and scoring into a single, connected process — so you can stop second-guessing and start focusing where it counts.
It provides complete visibility of historical, forecasted, and predictive data in real-time across products, services, geographies, and customer segments. With built-in tools to define ideal customer profiles, manage account hierarchies, and apply rule- and score based segmentation, GTM teams can focus resources where they’ll generate the most impact.
Scenario planning is targeted and efficient, with segmentation and scoring processes tailored to sales, marketing, customer success, and partner strategies. Collaborative workflows streamline feedback, approvals, and plan distribution — ensuring GTM plans are not only strategic but executable, timely, and aligned to revenue and growth goals.
Kevin Markl is Anaplan‘s Director of Product Marketing for Revenue Performance Management. Anaplan is recognized as a leader in the 2024 ISG Buyers Guide for Revenue Performance Management, Sales Performance Management, and Incentive Compensation Management.
