Segmentation

Dividing a market into distinct groups of customers with shared needs or characteristics, so messaging, pricing, and product can be tailored to each.

When you'd see it: GTM planning and marketing strategy. Segments can be firmographic (size, industry), behavioural (how they use the product), or needs-based.

Why it matters: Different segments value different things and respond to different messages. Treating the whole market as one audience produces a message that fits no one well.