Gartner Research

Tech Go-to-Market: Increase New Product Success by Sharpening Market Segment Focus

Published: 27 June 2017

ID: G00328249

Analyst(s): Eric Trenk


A broad market is often thought to be desirable for a new product, but lack of focused segmentation and targeting can undermine early-stage success. This research helps technology business unit leaders sharpen market focus, enabling improved customer experience, marketing impact and sales results.

Table Of Contents
  • Key Challenges



  • Focus on a Subset of the Target Market
  • Choose the Market Focus Based on Five Key Criteria
    • No. 1 — Relevance of Primary Product Differentiation
    • No. 2 — Similarity to Existing Successful Customers
    • No. 3 — Opportunity Size Compared With Revenue Expectations
    • No. 4 — Strength of Competitors
    • No. 5 — Enterprise Personality Profile Match
  • Reassess the Focus Segment in Six to 12 Months
  • Conclusion

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