Engagement is the best form of segmentation, according to Jennifer Geddy, Director, CRM, Sony Electronics. “People are unique, but can still be predictable,” Geddy said during her April 10 session titled, “Sony’s Selling Style Revealed,” during Forrester’s Forum for Marketing Leaders in San Francisco. Geddy told attendees how Sony Electronics changed organizational priorities and shifted its selling style to be more consumer-focused. By restructuring its CRM approach and studying how customers interact....

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