Category: Strategic Planning

When to Listen to the Analysts – While Considering Adjacent Market Entry

In my last post, I expressed the view that companies should not focus on what analysts are saying about their market.  Instead marketing organizations, typically staffed with 10-100X the personnel of analyst groups, should conduct their own primary research about competitors, new products and market trends.  But there are many scenarios in which analysts can create tremendous efficiencies and competitive…

Four Dimensions for Expanding Addressable Markets

A good marketing executive should always spend a percentage of their time contemplating entry into adjacent markets.  In today’s hyper-competitive technology sector, market segments mature rapidly and new products quickly become obsolete.  Consequently, every company needs a well-designed strategy to expand their addressable market opportunity if they want to continue to grow.  There are four dimensions by which you can…