Who are my most likely customers? How risk-averse or risk-positive are they? Do they see my offering as a tool to accomplish a task or a solution they plan on sticking with for the long term? Is my target buyer a CIO/CSO, a functional IT leader or a lower level staff member? What is this buyers expectations on my product and its category? Where do they expect to buy it and what services do they expect with the purchase? What features and messaging are most important to them? For channel partners, what is their orientation toward new, innovative products and their willingness to take them to market and which buyers do they form the best relationships with?
The Market Discovery process is a proven methodology for developing focused market strategies, programs and campaigns by uncovering the hidden desires and demographics of buyers for your products, even the customers you didn't expect would be buyers.
At the heart of the process is a solid understanding of a given industry or product ecosystem. Peak Consulting's approach to this process is to balance classical customer research techniques and our Reflective Research process with an understanding of technology market buyer behaviors; giving our customers a solid view of the market opportunity and challenges as well as an understanding of what these customers, partners and allies value; how they behave in sales and purchasing and, most critically, what most likely will motivate them in response to your marketing efforts
In this process, we discover the best market opportunity for your offering, as well as formulating a comprehensive set of guidelines in regards to what constitutes the whole product solution for a given customer segment. With this information, our clients can effectively target the right channel partners with the right messages and services to reach the optimal buyers.
With this knowledge of market opportunity and buyer motivations and a clear view of competitive differentiation, Peak Consulting's Market Discovery Process process unlocks the clear opportunities for technology vendors in their unique competitive landscape, giving insight into how to stand out from the competitive landscape and succeed in the marketplace.
