Customer Segment Scorecard
Your biggest customer group isn’t always your strongest. Compare up to five groups on what really matters, and see which one to build your website, message and marketing around.
Runs entirely in your browser. Your answers stay on your device and aren’t sent anywhere.
Name the customer groups you want to compare
Use specific groups, not broad markets. “Independent dental clinics” works better than “healthcare”.
Rate each group from 1 (weak) to 5 (strong)
Urgent problem
20 ptsThey feel the problem you solve, and it’s costing them time, money or growth right now.
Strong fit
20 ptsYou solve that problem better than their alternatives: competitors, doing it themselves, or doing nothing.
Worth winning
15 ptsHealthy deal sizes or margins, and they pay without heavy discounting.
Proof you can show
15 ptsYou have results, case studies, reviews or referrals from this group.
Easy to reach
10 ptsYou know where they gather, online and off, and can reach them affordably.
Easy to sell to
10 ptsA clear decision-maker and a reasonable sales cycle, without endless approvals.
Lasting value
10 ptsThey stay, buy again or refer others like them.
How to use it
- List two to five customer groups you sell to now, or want to sell to. Be specific.
- Rate each group honestly on the seven factors. Use what you know from real deals, not what you hope.
- The highest score is your strongest segment. Build your homepage message, proof and outreach around that group first.
- Size isn’t scored on purpose. A smaller group with an urgent problem and a strong fit usually beats a big group that’s hard to win.
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