For companies that have matured beyond the days of easy growth, new and emerging customer segments may represent the next horizon. Across industries, companies are looking to ramp sales by capturing that “next customer.” They are tracking the increasing importance of segments like women, ethnic communities, tweens, senior citizens, college students and high value business owners to name a few. This article describes an eight-step process and corresponding best practices to improve the odds of capturing the next customer.

Click here to download