By mapping your market to the micro-segment level and building persona-specific messaging, your sales force will be able to reach the right people with the right message at exactly the right moment – before competitors have even identified who they’re talking to.


The Problem: Marketing segments markets. Sales needs to understand individuals. Most organisations stop at the segment and never reach the actual people inside each account who make the decision.
The Shift: Segmentation tells you where to focus. Personas tell you who you’re talking to once you’re there.
The Solution: We take you from market, to segment, to micro-segment, to the individual buyer personas inside your priority accounts, so your targeting and your message are both precise.

Why Segmentation Alone Isn’t Enough

Even buyers with common requirements have unique, specific needs. Sales risks missing individual expectations if segmentation stops at the market or sub-segment level. That’s where persona mapping picks up: the actual people inside your target accounts, what they care about, and what they need to hear before they’ll choose you.

What We Do

  • Market Segmentation: Our segmentation questionnaire and workshop assess how competitive you are within each market segment, sub-segment, and micro-segment. This three-dimensional view uncovers insights you can use to focus on growth and eliminate wasted effort.
  • Persona Mapping: Once we know which segments and accounts matter most, we map the buyer personas inside them: the roles in the buying committee, what each one cares about, and what they need to hear before they trust you.
  • Persona-Specific Messaging & Value Propositions: For each persona, we build the specific messaging and value proposition that speaks to what they actually care about, not a generic, one-size-fits-all pitch. Where you want this woven into a single, consistent messaging framework across sales, marketing, and service, that’s where our Sales Strategy & Messaging Design work continues.

Our sales market segmentation services

How We Work

  1. Segment – Map your market into segments, sub-segments, and micro-segments.
  2. Profile – Build persona sets for the buying-committee roles inside your priority segments.
  3. Prioritise – Identify where you have genuine competitive advantage and the strongest growth opportunity.
  4. Apply – Feed segments and personas into your go-to-market plan, messaging, and sales process.

Frequently Asked Questions

  1. What’s the difference between a segment and a persona?
    A segment is a group of similar accounts. A persona is an individual role inside the buying committee, the actual person you need to convince.
  2. Do you need our CRM data?
    It helps, but isn’t essential. We combine existing data with a workshop and, where useful, CAA research.
  3. How does this feed into messaging?
    Directly. The personas defined here become the audiences our Sales Strategy & Messaging Design work is written for.

Smarten your sales with micro segmentation and personas

Talk to us, your selling better advisory team, and we’ll help you quickly and accurately assess your next steps.Contact Us

The Barrett advantage

We bring a well-researched 21st century systems thinking approach to sales that includes a complete selling system. With a solid reputation for helping leaders quickly pivot and transition their sales teams and operations to sell better, we are here to help your business prosper for all the right reasons.

OUR APPROACH

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