Marketing and Sales strategies must be built on a fact based foundation.  We are often asked to help companies build marketing and sales plans.  We find that "Gut feels" and "Field war stories" too often are the basis for decisions involving sales coverage, manpower assignments, quota setting, advertising approaches and even new product development.  This needed foundation, built on facts, is a clear understanding of a company's target market.

The target market in its' final form, is a list (or Excel file) of the companies that are most likely to need your products or services.  These companies must be in a geography that is reachable by your sales channels.  If you rely on drawing potential customers to your location or you have a small direct sales force that rely on face to face interactions, your geography will be limited.