Within a ProductGeo, the Delvantage application allows you to identify the Customer Categories that buy and consume your product.   Most commonly, either industry verticals or persona based buyers are used to represent your customer categories. Some companies use a mix of both. This is not an exercise in identifying all possible industries that buy and consume your product.  Instead, only identify the cohorts of buyers that evaluate your ProductGeo differently or require a different distribution channel.  

Example:

It is not uncommon for a B2B organization to be competing in a ProductGeo that has few Customer Categories, and a general bucket.   In this case, a company may organize their Customer Categories in the following groups:  Healthcare, Transportation, & General Business, creating a catch all category since the buyers and distribution for all categories outside Healthcare and Transportation act the same.

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