Glossary
Firmographics
The company-level attributes used to segment B2B markets: industry, headcount, revenue, location, ownership structure and growth stage. The organisational equivalent of demographics.
Firmographics are easy to obtain and therefore over-weighted in most scoring models. Headcount in particular is a weak proxy for buying power in software, where a ten-person company and a thousand-person one can both be excellent customers.
They work better in sectors where physical scale tracks spend. In logistics, fleet and warehouse footprint predicts buying power closely, which is why company size earns more weight in that playbook than in the software one.
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