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Market Opportunity Definition

A smart go-to-market strategy begins with a bottoms-up view of market potential and share, yet most companies omit this crucial first step. Market Opportunity Definition helps you develop a clear view of the opportunity and the upside.

Market Opportunity Definition can provide the foundation for every other component of your go-to-market strategy, but it’s an activity that many companies forego. We help you gain the insights into market share that are critical to your success, through a two-phase process:

  • Define the Market Opportunity: Build a database that is built bottoms-up, using primary research, secondary data and proprietary tools and benchmarks. This factbase can answer key questions about total addressable spend and share of wallet at the customer and product level.
  • Quantify the Opportunity and the Upside: Use that database to develop a detailed view of the market opportunity and upside, clearly identifying what the upside is and where it sits, as well the areas with the highest opportunity (e.g., products, customers, geographies).

Armed with these data-driven insights you can optimize your commercial engine and take sales performance to an entirely new level.

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