Problem we solve · Strategic Marketing & Growth
“Every segment gets a little attention. None gets enough to win.”
When everything is a priority, nothing is. Targeting compares segments and applications on attractiveness and ability to win, so marketing, sales and R&D resources concentrate where they can make a difference.
Cause 1
No agreed targeting criteria
Cause 2
Fear of saying no to any segment
Cause 3
Limited marketing resources
Paraphrased and anonymized from recent conversations.
“Improving go-to-market discovery is a priority, especially given limited marketing resources.”
The approaches we use most often for this problem. Most clients start with one.
How we help
We build the logic that connects a revenue target to specific markets, segments and offers: where growth will come from, why you will win, and what it takes.
How it works →How we help
We group customers by what they need and value, then design an offer, service level and price for each group.
How it works →Market Edge frameworks used to diagnose and fix this problem.
Packaging · Electronics & Medical
[Result]
A producer of high-performance packaging for electronics and medical markets saw its products copied, and had to decide where it could still win.
Read the case →Specialty Chemicals · 7B USD
[Result]
A 7B USD specialty chemicals company with seven divisions, from automotive to personal care, wanted one common way to plan.
Read the case →Articles by Market Edge consultants on mkt-edge.com.
As many as you can resource to win, usually far fewer than today.
They get an efficient service model, not active investment.
"We've been sales and rebate led for years."
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"We're a new company with a parent company's marketing habits."
A new owner or independent company means new growth targets with marketing infrastructure that was left behind.
How we help →"We're reorganizing our route to market to grow margin, not volume."
New customer tiers, channels or owners mean the sales force has to change who it calls on and what it sells.
How we help →Strategic Marketing & Growth
“Leadership set a growth target. Nobody can say exactly where it will come from.”
Read more →Strategic Marketing & Growth
“Competitors closed the technical gap. Now it is all about price.”
Read more →Strategic Marketing & Growth
“Great product. The launch missed its targets.”
Read more →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.