Short term growth is always a priority. In particular when a large B2B Materials corporation is trying to leverage its existing customer base to accelerate its innovation performance, understanding the full market potential was critical.

Developing market intimacy is one of the pillar for sustainable growth. It starts with a deep assessment of the entire Market Value Chain to define how the value is spread by the different level of the chain. Once value options were selected, a detailed needs-based segmentation of the players was deployed, in order to understand how to best serve them, with the relevant Service levels. This was used to focus on the right customers.

Zooming from the Market Intimacy down to the Customer Intimacy allowed a complete adjustment of the Innovation Value Proposition, focusing of the attractive customers based.

In addition the needs-based segmentation activities had additional benefits when the company had to develop its crisis response due to the COVID situation. It as then able to customize its services to the different types of customers.