Gartner Research

Tech Go-to-Market: Technology Business Leaders Can Improve Their Geographic Market Development Choices and Outcomes Through These Three Best Practices

Published: 13 June 2014

ID: G00261373

Analyst(s): Ed Cordin


A provider's next-level performance frequently targets success beyond a current geographic set. Use these three best practices to enhance your preparation and decision making. Ultimately, critical market differences and similarities should guide your assessment of candidate geographies.

Table Of Contents
  • Key Challenges



  • Poor Outcomes: The Challenges and Causes
  • Best Practice No. 1 — Commit to Geographic Development as an Incremental and Connected Process
    • Recommendation
  • Best Practice No. 2 — "Why Now, What Now" Builds Essential Prior Logic for "Where Now"
    • Recommendation
    • Building an Essential Lens
    • Motivation — "Why Now?"
    • Balancing Strategy With Opportunity — "What Now"
  • Best Practice No. 3 — "Where Now" Ignores Market Similarities and Differences at Its Peril
    • Recommendation
    • Defining Gap Opportunity Analysis
    • Deploying Gap Opportunity Analysis
  • Case Study Snapshots

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