Summary
CMOs frequently rank geographic expansion at the top of their lists of strategies for driving growth; a recent Forrester survey found that 40% of CMOs plan to grow by expanding into new geographies. When considering potential geographic targets for market entry, evaluate and rank each region based on multiple external (market-related) and internal (organizational readiness) factors to determine which has the most growth potential. This report explains how to apply the Relative Targeting Framework to evaluate potential new geographic market opportunities.
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