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Tools and Techniques
This section provides a variety Best Practices documents and reports to help you develop market analysis insights, create buyer persona profiles, and segment markets.
Detailed Reports:

Market Analysis Framework

A key role of the marketing group is to perform market and competitor analyses. An important result of a market analysis is to determine market attractiveness, for present or future market conditions.  This section provides 3 reports:  creating a framework to analyze a market, refining the framework, and leveraging the framework in your go-to-market planning.

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5-Forces

PESTLE, SWOT and 5-Forces Models

Markets come in all shapes and sizes--understanding your business, market, and competiors is your first order of business. ​Available in this section is an overview document of the 3 models and separate reports providing more details for each model.

Detailed Reports:

Creating and Using Personas

Successful marketing requires a deep understanding of the target audience.  Personas go beyond traditional customer segmentation to represent the goals and behaviors of groups of like buyers.   To understand personas, it is important to also understand customer and market segmentation.

Market and Customer Segmentation 

Market segmentation delivers strategic value.  It is used to identify groups of customers, prioritize which groups to address, and craft buyer profiles from which to create positioning statements, build marketing programs, and establish a customer-centric strategy.

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