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Unleashed - How to Thrive as an Independent Professional

Sep 18, 2021

Rob Ristagno is a Harvard and McKinsey alum, he has shared expertise on digital media and e-commerce with CBS, Forbes, Adweek, and Fox. He is now the CEO of Sterling Woods where Rob and his team developed a data-enabled service, Scout X, that has created over $500 million in Enterprise Value for middle-market clients. Learn more about Rob’s company at

00:43: Five common flaws in customer segmentation

12:39: The process of B2B segementation

15:53: The three main categories of customer behavior

29:04: Developing the survey

36:13: Building the segments

Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at