How To Report

Developing Market Requirements

Creating Market Requirements For Clarity In Offering Development

March 18th, 2022
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
With contributors:
Lisa Singer , Amy Hayes , Barbara Winters , John Buten , Katie Fabiszak , Paul Ferron , Kaitlyn Coalson , Drew Zalucky

Summary

When developing new offerings or capabilities, organizations often miss the market requirements step. In agile development processes, themes and epics that drive product development should be derived from an understanding of market segments, trends, and buyer needs gained through market and competitive analysis and defining target customer segments. Organizations that capture market requirements can have more impactful launches and improved market success as offerings are designed to solve specific pain points of target customers. In this report, we outline a template, examples, and guidelines that portfolio marketers can use to develop effective market requirements.

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