Rebuilding the Foundation: The State of Segmentation in 2025 and How to Design for What's Next
.png)
Rebuilding the Foundation: The State of Segmentation in 2025 and How to Design for What's Next
A new exposé from ImpactSense.
Customer segmentation still sits at the heart of strategy - but for many businesses, it’s become a static exercise. Well-crafted on paper, rarely applied in practice. This exposé explores why segmentation so often fails to deliver, and what leading organisations are doing to fix it. Drawing on in-depth interviews with senior leaders across marketing, customer experience, product, and data, we examine the root causes of fragmentation, and the steps required to rebuild segmentation as a truly operational tool.
Inside, you’ll learn...
- Why segmentation has become disconnected across functions, and the structural patterns behind it
- The limitations of CRM-driven and research-led models, and how to bridge the gap between them
- The real cost of misalignment: duplicated work, strategy drift, and stalled decision-making
- The design principles, culture shifts, and tools needed to (re)build segmentation that works - day to day, team to team
This isn’t another how-to guide. It’s a call to arms. A sharp, honest challenge to rebuild segmentation as a system that guides, inspires, and drives action.
For any organisation questioning whether their segmentation is still fit for purpose, this is essential reading.
Thank you for downloading our Segmentation Exposé - we hope you find it useful
.jpg)
