Dun & Bradstreet Account Segmentation Policy Enhancement

This document is a case study detailing how Dun & Bradstreet modernized its sales account and prospect segmentation through data and analytics. The objective was to enhance the account segmentation policy by prioritizing customer needs over traditional metrics like spend. The analysis revealed that the previous segmentation approach overlooked valuable sales opportunities due to a misalignment between resources and customer complexity. The new segmentation plan utilized proprietary data and advanced analytic techniques to identify criteria for account allocation, focusing on customer-centric data and predictive models. The case study outlines the challenges faced and the solutions implemented, including a shift to an outside-in, data-driven approach. It describes the expected outcomes, such as improved customer experience and optimized resource allocation, while also noting early signs of increased sales pipeline activity. The document emphasizes the importance of continuous assessment of market conditions and data capabilities to further refine the segmentation policy.