Model Overview Report

The Market Landscape Model

Drive sustained growth for existing products by identifying new buyers and new markets

November 6th, 2020


When looking for market opportunities, organizations should take a methodical approach to consider a broad range of opportunities. Sales and customer success are great avenues to learn about emerging market needs and novel uses, but a surer course to success is following a process for assessing the current market, exploring opportunities, and prioritizing those opportunities against business criteria. In this report, we introduce a model for identifying and classifying opportunities for growing existing offerings across current and future buyers and markets to achieve sustained growth over time.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.