Gartner Research

Tech Go-to-Market: Product Managers Can Improve Geographic Success Through These Three Best Practices

Published: 12 January 2016

ID: G00296320

Analyst(s): Ed Cordin

Summary

A provider's growth ambition frequently targets success beyond current geographic markets. Product managers can use these three best practices to enhance their preparation and decision making. Ultimately, critical market differences and similarities should guide assessment of candidate geographies.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • 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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