The outcome of targeting and segmentation will vary per product or product portfolio

In principle there are different targets for each product or service.

The segmentation scheme will vary per product.





"Targeting is the process of detecting, identifying and selecting those targets, suspects, prospects, or clients, with whom a company wants to establish or sustain a (business) relationship."


A possible standard: 4-field matrix

The identified targets are then "sorted" or "arranged" into segments with similar attributes. The attributes follow the naming of the axis. The names of the axis depend on the product strategy and to a certain degree on available metrics.
The cut-off lines separate "high" and "low".




There are three different ways delivering a marketing message to a target.







  1. The same message to everyone
    Inappropriate from the adressees perspective
  2. A different message to everyone
    Inappropiate from the strategy perspective
  3. The same message differently to everyone
    The art of the field force.


Does "result" equal "performance"?

"High performer" - high result or high input?


If it is result, name it result!
If it is a high number of hours, name it time.


If input is correlated to output, then this might be performance.


Check the metrics you use and clarify if you measure "input" or "output".

(Only?) if it is a mixture of both, you might want to call it performance.


Want more clarity?
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"Closed Loop Marketing
(CLM) measures the results of marketing and communication initiatives by monitoring and tracking the response of the targeted groups." 


The two major problems:

  1. Non-implementation in the field
  2. Non-implementation in the field


  • Why should a medical representative share his or her professional intimacy with his or her manager or you?
  • What is the benefit a rep has using a CLM-device in discussions with his counterpart, client or partner?
  • To which degree is the resulting intelligence actionable?


Introducing CLM changes a lot. 

Check and callenge if CLM really adds to SFE (your understanding) before you make up your mind.

Effort and cost reach far beyond "software", "iPads", artwork and new agency. 


Interpersonal and professional


Never miss the "R" in CRM. It makes CRM a business concept. CRM is a mentality and needs a specific mindset of all involved.


The evolution of call reporting should have come to an end in most countries.

Call reporting started on paper, continued on Excel© spreadsheets and was moved into ETMS-systems. Today KPIs should no longer be calls per day = input, but rather indicate results = KRIs (key result indicators) = output.
If CRM for you only is Mobile Intelligence, Veeva, Siebel, or InteractiveMedica then be sure you miss a lot.

Your field force is the most expensive and the most important tool you have.
Field force people are the "only living contacts" to your clients: let them establish and sustain "RELATIONSHIP".

They might be happy having a tool to execute CRM at its best.