The Growth Discovery Model: Explore

September 21st, 2020

Beth Caplow VP, Principal Analyst

Amy Hayes VP, Research Director

John Buten Principal Analyst

With contributors:

Katie Fabiszak , Barry Vasudevan , Barbara Winters , Paul Ferron

Summary

Planning to identify the best routes to growth is essential for B2B portfolio marketers. The Growth Discovery Model defines a four-step approach that streamlines the analysis and selection of new markets and buyer audiences. Each quadrant identifies growth opportunities that represent different timeframes and requirements for success. During the explore step of the model, organizations scan opportunities that exist along two axes: target buyers and target markets. In this report, we help portfolio marketers plan a route to future growth by evaluating opportunities across four quadrants and understanding the implications of approaching new markets, new buyers, or both.

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