Segmentation without spreadsheet chaos
If every row needs a custom paragraph, you’ve built homework—not a go-to-market plan.
The failure mode is fifty micro-segments and one writer. Pick axes that change how you sell: region, maturity, tech footprint, or risk tolerance. If two segments would get the same email, merge them.
Document segments where revops can find them, assign a single owner who can retire a slice when it stops performing, and review quarterly. Good segmentation is a living map—not a one-off workshop deck.