Gartner Research

Tech Go-to-Market: Five Essential Actions to Scale a Business Through Growth in Adjacent Markets

Published: 17 November 2017

ID: G00333406

Analyst(s): Lars Van Dam


Sustained growth is vital, but when left to chance, success odds are low. Technology business unit leaders should take five actions to inform which strategic moves have the highest success odds, as well as a model for strategy execution.

Table Of Contents



  • Market Adjacency Expansion
    • Definition of Market Adjacency Expansion
    • Examples of Market Adjacency Expansion
    • Preparing for Market Adjacency Expansion
    • Repeatable Formulas for Adjacent Expansion — Examples From Nike and Apple
    • Resource Constraints — Zero-Sum Game for Most Technology Providers
  • Best Practices — Execute These Five Actions
    • 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: Cross-Functional Alignment and Execution of a Strategic Initiative
    • Action 5: Pilot the Initial Market Adjacency Execution
  • Summary

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