If willingness to pay is the same, it’s not a segment.
“Do you have a customer segmentation?”
“Yes, of course.”
“Great. What’s the willingness to pay of segment 1?”
“The willing what?”
As solutions get more sophisticated, your understanding of customers needs to follow.
Industry, company size, job title... that's not enough!
Two identical profiles can have completely different willingness to pay. Because they don’t have the same problem, or the same urgency. Because they don't have the same pain points, or value perception of your product.
Segmentation is not about who your customers are. Forget about personas. It’s about what they need, and how badly they need it.
If willingness to pay is the same, it’s not a segment.
If your segments are wrong, your pricing will always feel wrong.
