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Market Strategy

Plans to define value and connect with the right prospects

Growth is the goal, but to get there, we need a plan — one that answers the big questions about how a client should position, price, and promote itself. Our plans do not rely on inside-out thinking only. We get outside the organization and speak to the market, examine buyer personas, test the product/market fit, scan the competitive landscape, and identify key areas of value to the market.

Product Strategy

Meeting customer needs
and addressing market demands

The importance of product strategy cannot be overstated in today’s dynamic healthcare market. We work with organizations of all sizes to help them understand their buyers, identify the problems they want to solve, and guide decisions about markets, features, pricing, distribution channels, and positioning to ensure sustainable growth and a competitive advantage.

Core Competencies

Finding your market sweet spot

Identifying your prime prospects enables you to achieve significantly more, operate more effectively, and expend less effort and resources in the process. Refining your targeting empowers you to gain a competitive edge by customizing your messages, highlighting key benefits, and showcasing a deep comprehension of your prospects’ pain points and requirements, ultimately earning their trust and loyalty. Ideal customer profiling and segmentation typically involve several key components:

  • Demographic Segmentation: This involves categorizing customers based on demographic factors such as age, gender, income, education level, occupation, marital status, etc.
  • Geographic Segmentation: Dividing customers based on their geographical location, such as country, region, city, climate, urban or rural areas, etc.
  • Psychographic Segmentation: Understanding customers’ lifestyles, values, beliefs, interests, hobbies, personality traits, attitudes, and behaviors.
  • Behavioral Segmentation: Analyzing customers’ purchasing behavior, brand loyalty, usage patterns, frequency of purchases, decision-making process, etc.
  • Needs-based Segmentation: Identifying customers’ specific needs, problems, challenges, goals, desires, and motivations.
  • Technographic Segmentation: Categorizing customers based on the technology they use, such as software preferences, IT infrastructure, digital platforms, etc.
  • Firmographic Segmentation: Categorizing businesses based on factors like industry, company size, revenue, years in operation, organizational structure, etc.
  • Value-based Segmentation: Segmenting customers based on their lifetime value, profitability, potential for growth, willingness to pay, etc.

Compelling proof to advance deals and get to “yes” sooner

Economic value calculators empower B2B sales teams to articulate the business value of their offerings more effectively, accelerate sales cycles, and ultimately drive higher win rates and customer satisfaction. We build these interactive tools based on robust research and unimpeachable logic, empowering them to:

  • Quantify Value
  • Create Educated Buyers
  • Earn Trust
  • Feature Competitive Differentiation
  • Rationalize Purchase Decisions

Combining offerings, charting a course for growth

Product and solutions roadmaps guide the development, enhancement, and integration of products and solutions within an organization. Unlike product roadmaps that typically focus on the features of individual products, a product and solutions roadmap takes a broader view — as it considers how multiple products and solutions can work together to address customer needs and solve problems to drive growth. Benefits include:

  • Strategic Alignment
  • Prioritization and Focus
  • Improved Communication and Collaboration
  • Adaptability

Assessing market opportunity and growth potential for informed investment decisions

Understanding market potential involves forecasting future demand for our clients’ services, assessing the scalability of the target company’s products, evaluating how fast markets are moving, and identifying opportunities for expansion into new segments or geographies. We provide comprehensive market assessments for both buy-side and sell-side stakeholders, ensuring that all parties are well-informed about the significant growth factors influencing their decisions.

  • Market and Environmental Analysis
  • Competitive Frame Review
  • Market Opportunity Evaluation
  • Market Velocity Assessment