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What Leaders Still Get Wrong About Customer Portfolio Management
Marketing has been dominated for decades by needs-based customer segmentation. But research shows segmentation should really start and end with the strength of a customer’s relationship with the company.
The concept of customer portfolio management, or CPM, is intuitive. We are hardly the first to suggest that organizations can improve their financial performance by focusing on all the customers in their portfolio. Yet business literature is replete with strategies that oversimplify the management challenge.