Best Practice Report

Applying Relative Targeting To Expand Into New Geographic Markets

January 1st, 2018

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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