ASTRA Target
Too many organizations try and target their product way too broadly. This is particularly a problem in the technology space where innovations often have many possible uses. However, this is a costly and often strategic error. While it seems like disruptive innovations happen overnight, they don't. They are typically the product of specifically solving a problem for an audience who MUST have this technology. Whether it is specific to a vertical market or a use case, defining the right target for your value proposition reduces a lot of wasted time and enables you to innovate in a way that is specific to a group of die hard loyal customers and partners. This is not always an easy task. But recently I have seen great results by using AI tools to highly define niche markets and use cases where wins can be found. By aligning those niches to your value proposition and capabilities you can get market traction faster and fuel a more specific and compelling product roadmap.
Sizing and Assessment
To best understand where to direct the team we first need to understand where there is activity and spend specific to your capabilities. What areas are getting investment or not? Are there specific regions or channels that should be focused over others?
Prioritization
While a broad understanding of the market is critical aligning that information against your capabilities and assets is critical to picking the right targets based upon your aspirations and strategic goals.
Roadmap
The overlay of the marketing sizing and priorities is a strategic roadmap. This will help everyone understand the major company wide steps required to maximize your market opportunities.
While this is a discrete project effort, like all ASTRA projects it is a hybrid offering.
The purpose of this offering is to accelerate and remove bias from the go to market strategy process. It is a hybrid effort led by a subject matter expert and supported by AI models that have been developed to assemble market data to better understand the universe of opportunities and align them to current or planned capabilities. This is a custom engagement model but can be delivered on a retained or a fixed price basis.