Customer Groups

Why this matters for B2B software

Customer groups represent the fundamental unit of packaging strategy—clusters of customers who extract value from your software in distinctly similar ways. Unlike traditional segmentation by company size or industry, customer groups focus on behavioral patterns: how customers actually use capabilities, which features drive their outcomes, and what they’re willing to pay for versus what creates friction. This approach reveals that a 50-person fintech startup might belong to the same customer group as a 5,000-person bank if they both use your platform for the same core workflows. When you package against these behavioral clusters instead of demographic assumptions, you can isolate the handful of capabilities that truly differentiate value—those that are easy for sales to explain, simple for customers to understand on invoices, and naturally scale with their business growth. The alternative is building editions around superficial characteristics that don’t predict purchasing behavior, leading to complex pricing conversations where prospects can’t see clear value differences between packages. Get customer groups right, and your packaging becomes self-evident to buyers; get them wrong, and every deal becomes a custom negotiation.