Market Development Models-

Customers are the Megaphone to Grow Markets!!

Dominic TestaMarketing ChemistriesCapturing Critical Market Share with Innovative Solutions

Framing the Models

• Market Development Models are complex to execute but, not difficult to understand

• Market Development is a long-term asset ( i.e. provides future economic benefit); short-term (<1yr.) results are minimal

• The economic benefits of Market Development are predictable & the results are quantifiable

Clarity & communication of expected results is key to success

Principle of Market Development

Customers visualize the benefits of a product by the application

problems that it solves.

Customers, not companies drive markets!

Market Development Models All In

Jump In

Toe In Resources

Gro

wth

Vel

ocity

About the Models

• All models are useful & provide different levels of insight

• Models differ w/r/t the speed of Market Growth & Sales

• Models are not absolute; hybrids can be very effective

• Models must align with business strategy & objectives

Focus & investment drive the velocity of results!

Toe In Model“It’s better than no information “

• What does it fell like?– A 30,000 ft. view of customer insight, pain points & market dynamics

but, not very much actionable data

• Resources?– It’s a one person show; i.e. 1 WW Market Manager

• What you get?– Basically, slides sets that help management & marketing talk about the

customers & markets at a 30,000 ft. level

• What you don’t get?– Neither actionable insight about customer pain points, technology needs

or relevant product features nor market growth

Jump In Model“Want More Faster but, resources are limited”• What does it fell like?

– A 5,000 ft. view of customer insight, pain points, market dynamics & some actionable data

• Resources?– 1 WW Market Manager + 1 Technical Expert

• What you get?– Collaborations with a few influential customers who are active & vocal about

how your product solves problems + Targeted & improved sales training + Better market messaging

• What you don’t get?– Neither Speed! nor proactive market influence to grow the market

All In Model“Influencing markets & driving growth”

• What does it fell like?– A ground level view of the insight that drives customers & markets

to buy your solutions because they solve the compelling problems

• Resources?– A team of Market Managers + Technical Experts + marketing budget

• What you get?– A large group of influential customers who are passionate, committed &

vocal telling the market about your great company & solutions!

• What you don’t get?– Well, you’re “All In” so…you are getting the full benefits!

Summary

1. Customers are the best megaphone to grow markets!

2. Collaborations drive solutions to customer problems

3. Focus & investment drive speed of Market Growth & Sales

4. “Advertise” success & use Social Media channels to do it

Make sure to enlist customers to execute your Market Development strategy!