Gartner Research

Tech Go-to-Market: Product Strategy Actions to Increase Company Valuations Through Growth in Adjacent Markets

Published: 27 May 2016

ID: G00297380

Analyst(s): Lars Van Dam


Consistent and sustained growth is vital to company valuations. Left to chance, the odds of success are stacked against TSPs. Gartner empowers product leaders with an approach that informs which strategic moves have the highest chance of success, as well as a model for strategy execution.

Table Of Contents



  • Market Adjacency Expansion
    • Definition of Market Adjacency Expansion
    • Examples of Market Adjacency Expansion
    • Repeatable Formulas for Adjacent Expansion — Examples From Nike and Apple
    • Resource Constraints — Zero-Sum Game for Most Technology Providers
  • Best Practices
    • Action 1: Focus on Your Core Business and Potential Adjacencies Through a Customer-Experience-Driven Approach to Requirements
    • Action 2: Apply Gartner's Adjacency Scoring Model to Determine Strategic Options With the Highest Probabilities of Success
    • Action 3: Identify and Mitigate Against Common Barriers to Success
    • Action 4: Enact the Connected Model to Drive Alignment and Execution of a Strategic Initiative
    • Action 5: Pilot the Initial Market Adjacency Execution
  • Summary

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