Where this gets hard
Most growth plans are built on a customer the business used to have. Behavior shifts faster than the segmentation model does, and by the time it's updated, the marketing spend has already followed the old picture for another two quarters.
The fix isn't more research, it's research that's tied directly to a decision: which segment to chase, which channel to fund, and what experience actually earns loyalty instead of a single purchase. We build the customer strategy and the commercial plan together.
