Rob Ristagno is a Harvard and McKinsey alum, he has shared expertise on digital media and e-commerce with CBS, Forbes, Adweek, and Fox. He is now the CEO of Sterling Woods where Rob and his team developed a data-enabled service, Scout X, that has created over $500 million in Enterprise Value for middle-market clients. Learn more about Rob’s company at sterlingwoods.com. 00:43: Five common flaws in customer segmentation 12:39: The process of B2B segementation 15:53: The three main categories of customer behavior 29:04: Developing the survey 36:13: Building the segments Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.