Understand the different roles people play in complex sales and how tools like customer personas can be used to identify early adopters and early risks.
Customer Segmentation for Complex Sales (B2B)
Larger organizations require more stakeholders to close a sale. Understanding the differences between Economic Buyers, Technical Buyers, Evangelists, and Users can turn a longshot into a win. Learn the basics of Value Proposition design and how to adapt them to the complex sales of a B2B environment.
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Who It’s For?
For innovation teams working on B2B projects who need to identify their assumptions about their customer and generate customer personas that represent archetypes of the decision-makers.
How It Works
Our experienced coach guides you through each step, giving you direct feedback on your work and helping you develop innovation as a core competency. You will use your own projects to ensure that the theory is immediately applied to real-world scenarios.
Get individual feedback on your real projects.
Develop new skills with a small cohort and direct coaching.
Run live exercises with an expert coach during our weekly sessions.
Materials & Frameworks
Get self-study learning materials and frameworks.
What You Learn
How to identify and distinguish different buyer types
How to create customer personas for different buyer types
How to create Jobs-to-be-Done for different buyer types
How to design a sales / buyer type matrix
Designed by Successful Entrepreneurs and Experts
Tristan Kromer works with innovation teams and leaders to create amazing products and build startup ecosystems. He has worked with companies from early stage startups with zero revenue to enterprise companies with >$1B USD revenue (Unilever, Swisscom, Salesforce, Fujitsu, LinkedIn).
Nick Noreña is an innovation coach based out of Berkeley, California, who has spent the last 10 years working in the startup and corporate innovation space. He has worked with over 100 project teams and businesses as a coach, educator, and entrepreneur. Nick specializes in helping early stage startup or corporate teams validate their business ideas.
Megan is an Innovation Coach and Process Designer. She brings ten years of experience in project management and consulting - analyzing data, solving problems, and communicating with stakeholders. Her key strengths lie in providing design solutions that balance both the business and user needs.
Kromatic’s hands-on introduction to Lean Startup and its guiding principles was a complete wake-up call for my startup, forcing us to launch our MVP and learn fast.
Ryan Bruels, Vice President of Engineering, Knock
Kromatic’s workshop was incredibly engaging and interactive. Every detail was carefully thought out, from the design-thinking approach to clear and visually engaging material.
Kathryn Haydon, Innovation Strategist, Sparkitivity
It helped to think through a new lens on how to measure the middle space between initial vanity metrics and long-term revenue/product results.
Kyle Smith, Senior Manager, American Family Insurance
Rigorous is a great word to describe Kromatic. The pace is fast and intense. It’s part of their ethos that you need to learn and fail quickly.
Brendan Sheehan, Chief Financial Officer, CBUSA
Our coach helped us to identify the most important steps to take, and we always had a clear objective and action plan at the end of a conversation.
James Bryce Smith, Founder, Magnetize
This workshop is part of these programs
Each workshop is a component of the greater innovation library. Programs can be curated to include all the workshops you need to make real progress and show impactful results. Whether you are part of an innovation team, you are coaching teams, or leading a business unit as an innovation leader, our library will give you the tools and skills to succeed.
Send us a message below if you are interested in creating your own curriculum.
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