If you work in B2B sales, marketing, or product, you already know “segmentation” isn’t just a buzzword—done right, it’s the difference between sharp strategy and throwing spaghetti at the wall. This guide is for teams who want a no-nonsense way to set up go to market segmentation in Valkre, a tool built for the realities of B2B selling. Whether you’re new to Valkre or just tired of sorting spreadsheets, you’ll find the steps to get started and honest advice on what’s worth your time.
Why Segmentation Matters (and Why Most Teams Get Stuck)
Let’s get the obvious out of the way: segmenting customers and prospects is supposed to help you focus your efforts. But in the real world, most teams either:
- Overcomplicate things with too many segments,
- Rely on gut feel instead of data,
- Or let segments get stale and meaningless.
Valkre tries to make this easier by giving you a structured way to define, update, and actually use segments in your go to market (GTM) work. But it’s only as good as what you put in—and how you use it day to day.
Step 1: Define What Segmentation Means for Your Team
Before you even log in, get clear on what you want segmentation to do for you. Otherwise, you’ll end up duplicating your CRM mess.
Ask yourself: - Are you segmenting by industry, company size, geography, buying behavior, or something else? - What decisions will you make differently because of these segments? (If the answer is “none,” stop here.) - Who needs to agree on these segments—sales, marketing, product, or all of the above?
Pro tip: Less is more. Start with 3–5 segments that actually drive different actions. You can always slice things thinner later, but it’s painful to backtrack from 20 segments nobody uses.
Step 2: Prep Your Data—Don’t Skip This
Garbage in, garbage out. Valkre isn’t magic. If your data’s a mess, your segments will be too.
Checklist: - Make sure your account list is up to date. No ancient prospects or duplicates. - Pull basic firmographic data: industry, revenue, location, headcount—whatever matters for your segmentation. - Identify key contacts or account owners. You’ll need these later for accountability.
What to ignore: Don’t get hung up on perfect data. If you spend weeks chasing every missing field, you’ll never launch. Gaps are fine—you can fill them in over time.
Step 3: Set Up Your Segmentation Framework in Valkre
Now you’re ready to use Valkre. Here’s how to map out your segments without getting lost in the weeds.
- Log in and navigate to the “Segmentation” section.
- Depending on your permissions, you may see existing templates or a blank slate.
- Create a new segmentation project.
- Name it something obvious, like “2024 GTM Segments.”
- Define your segmentation criteria.
- Add fields for each attribute you decided on (e.g., Industry, Revenue, Region).
- Valkre usually lets you pick from dropdowns or create custom fields.
- Keep it simple. If you’re hesitating over a field, skip it for now.
- Set up segment categories.
- Group your accounts into your chosen segments (e.g., “Enterprise Financial Services,” “Mid-market Manufacturing,” etc.).
- Drag and drop, or bulk assign if you’ve got lists ready.
Honest take: Resist the urge to create “miscellaneous” or “other” segments. If you’ve got too many leftovers, your criteria might be off.
Step 4: Import or Sync Your Account Data
You’ve got your framework. Now you need to get your actual accounts into Valkre.
Options: - CSV Import: Easiest way to start. Download your account list from CRM, line it up with Valkre’s fields, and import. - CRM Sync: If you’re fancy, connect Valkre to Salesforce or HubSpot for ongoing updates. Just be sure you understand what syncs and what doesn’t—read the fine print. - Manual Entry: For smaller teams or early pilots, you can add accounts one at a time. Not recommended at scale.
What matters: - Double-check field mapping. “Company Size” in your CRM might be called “Employee Count” in Valkre. - Don’t worry if some data is missing. You can update as you go.
What to ignore: Don’t bother importing every field under the sun. Stick to the handful that actually drive your segmentation.
Step 5: Assign Segment Ownership and Accountability
A segment is only useful if someone’s responsible for it. Otherwise, you’ll end up with “dead zones” that never get touched.
How to do it: - In Valkre, assign segment owners—usually sales managers or marketing leads. - Set up regular reviews (monthly or quarterly) where owners update segment data and flag changes. - Make it clear what each owner is supposed to do: update info, review performance, bring insights to GTM meetings.
Pro tip: Don’t overthink this. One owner per segment is enough. Too many cooks, and nothing gets done.
Step 6: Put Segmentation to Work in Go To Market Activities
Now for the part most teams skip—actually using your segments. Valkre makes it easy to filter, report, and prioritize, but only if you make it part of your workflow.
Ideas: - Filter account lists by segment when planning campaigns or outreach. - Use segment insights to prioritize product feedback or roadmap decisions. - Track win rates, churn, or engagement by segment—not just by account.
What works: - Keeping segments visible in weekly sales/marketing standups. - Building dashboards or reports that highlight segment performance.
What doesn’t: - Treating segmentation as a “set and forget” project. Segments change. Customers move. - Reporting on segments nobody cares about. If a segment isn’t driving decisions, kill it.
Step 7: Review, Clean Up, and Iterate
Segmentation is a living thing—not a one-time setup. Make it a habit to revisit and declutter.
How to keep it healthy: - Schedule segment reviews at least twice a year. More if your market moves fast. - Prune segments that aren’t useful. Merge or split as reality demands. - Solicit feedback from the people actually using Valkre. If it’s a pain, fix it.
What to ignore: Don’t let “analysis paralysis” slow you down. If you’re not sure, test changes with a small group and expand if it works.
Final Thoughts: Keep It Simple, Keep It Useful
Segmentation in Valkre won’t solve all your go to market problems. But it will give you a fighting chance—if you keep your segments simple, make someone accountable, and actually use them to drive decisions. Don’t let this turn into another overbuilt spreadsheet graveyard. Start small, iterate, and remember: complexity is the enemy.
Ready to get started? Log in, set up your first few segments, and see what happens. You’ll learn more by doing than by reading another 20-page whitepaper.