Part II: A solution for Warning Signs of Sales and Marketing misalignment. The Power of a Unified Customer Targeting System
- philip553
- Jul 4
- 3 min read
Why Chasing the Right Customers Is Better Than Chasing Your Tail.
(And How One System Can End the Sales-Marketing Blame Game)
I’ve seen firsthand what happens when Sales openly disregards Marketing—sometimes with the encouragement of toxic managers. In one organization, sales reps would roll their eyes and tune out as soon as Marketing left the room. The result? Missed opportunities, wasted resources, and a culture of mistrust.
We changed the game by implementing a Customer Targeting System that involved Marketing in defining customer / prospect potential. Suddenly, targeting wasn’t just a sales initiative—it was a shared mission. Buy-in skyrocketed, silos crumbled, and both teams started listening to the customer! (and a little more to each other). The impact on morale, performance, and growth was immediate and profound.
Customer Targeting Systems —The Secret Sauce for Sustainable Growth.
Let’s face it: most commercial strategies fail not because of lack of effort, but because teams are running in different directions. The solution? A shared Customer Targeting System that classifies every customer and prospect by their potential, not just their current spend. This isn’t just segmentation—it’s a customer-by-customer blueprint for profitable growth.
It can be as simple as A, B, C, and No-Regret Classification:
A: High-potential, high-priority customers
B: Solid, growth-ready accounts
C: Maintenance mode—important, but not game-changers
No-Regret: The ones you can let go, guilt-free
This simple yet powerful system aligns Sales, Marketing, and even Finance around who to target, what to offer, and how to win—turning strategy into action and action into results.
This One System Can Even Make Your CFO Smile! Your Sales Reps can self prioritise where to Sell, Your Managers know where reps should be focusing their time and your Marketers Actually Get Listened To and know which customers / prospects to focus on and build programs around.
But don't just take my word for it. Here is a simple list of benefits
Enhanced Profitability and Revenue Growth:
Firms like Deloitte and Simon-Kucher have shown that commercial excellence programs can add 3-5% to profit margins within six months and boost long-term sales and value by 100-500 basis points. The secret? Targeting the right customers, not just the loudest ones.
Customer-Centricity and Loyalty:
When Sales and Marketing jointly define “potential,” offers and services become laser-focused on real customer needs. This creates differentiation, deepens loyalty, and accelerates growth beyond market averages.
Improved Sales Force Effectiveness:
With clear customer classifications, sales teams know exactly where to spend their time. “Tailored incentives and data-driven planning lead to 10-25% more inbound leads and up to 20% shorter sales cycles” (BCG 2024).
Data-Driven Decision Making:Embedding analytics in the targeting system means every decision is fact-based, not gut-based. Real-time insights guide everything from product launches to resource allocation.
Strategic Go To Market (GTM) Execution: The right customers get the right message at the right time. Execution moves from scattergun to sniper—driving both efficiency and effectiveness.
Cross-Functional Collaboration:
No more silos. With a shared view of the customer, teams collaborate naturally—breaking down barriers and building holistic partnerships.
Structured Planning and Monitoring:
A targeting system codifies the sales process, making opportunity management consistent and measurable. Regular KPI reviews drive continuous improvement.
Aligned Incentive Systems:
When incentives are tied to customer potential and strategic goals, everyone rows in the same direction—no more rewarding the wrong behaviors.
Optimized Resource Allocation:
Data-driven targeting ensures resources are focused where they’ll deliver the biggest return, not just where they’ve always been.
Value-Driven Offerings:
Deep customer insights inform product and service strategies, leading to higher adoption and stronger relationships.
If You Want to Win, Play by the Same Rules (and Use the Same Playbook) As detailed in Chapter 5 of the Commercial Excellence Playbook, a robust Customer Targeting System is the connective tissue that binds strategy, execution, and incentives. It’s not just a tool—it’s a mindset shift that transforms how your organization thinks about g
The evidence is clear: organizations that align Sales and Marketing around a shared Customer Targeting System see faster growth, higher profits, and stronger customer relationships.
The only question left is—are you ready to unlock your own commercial excellence?
Ready to see what a unified Customer Targeting System can do for your business?
Book a 30-minute introduction call at CommEx Consulting and take the first step toward sustainable, profitable growth.
References:
Comments