Best Customer Segment

Every good CEO intuitively knows who their best customer segments are.

And almost every time, they're right.

But, before pulling the trigger on a sales and marketing campaign (to go get more), it pays to go slow before going fast.

Here are 3 things you should prove out:

1. 1. Do we really like working with this customer segment? (don't downplay this one)

2. 2. Do the existing metrics for this segment line up? (retention, revenue, EBITDA, etc.)

3. 3. Is the segment's market large enough to justify targeting? (the more businesses, the better)

4. Knowing this in advance will reduce waste and improve time to results.

Frequently Asked Questions

Why validate a customer segment even when CEO instincts are usually right?

Because "usually right" still leaves room for costly mistakes. Going slow before going fast on a full sales and marketing campaign reduces waste and improves time to results, even when intuition is a reliable starting point.

Why does genuinely enjoying working with a customer segment matter as much as the data?

Because sustained focus on a segment requires real, ongoing motivation. Downplaying personal enjoyment risks committing to a segment that looks good on paper but feels draining to actually serve over time.

Why check existing metrics like retention, revenue, and EBITDA before committing further?

Because real evidence from current performance within that segment confirms whether intuition actually matches reality, rather than relying purely on gut feeling without data to back it up.

Why does market size matter as a third validation point?

Because even a segment with great retention and enjoyable client relationships needs enough total businesses to justify a full campaign investment. A promising but too-small segment limits how much growth is realistically possible.

What's the actual payoff of validating these three things before launching a campaign?

Reduced waste and improved time to results, confirming a CEO's instinct with real evidence before committing significant sales and marketing resources to pursuing more of that customer segment.