Model Overview Report

The Market Landscape Model

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

November 6th, 2020
John Buten, Principal Analyst
John Buten Principal Analyst
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director

Summary

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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