Market Maps Capture a Snapshot of Your Industry
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Market Maps Capture a Snapshot of Your Industry

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Want to gain insights into how your market is structured—by customers, products, geography or channel—and identify competitive opportunities? ...

Want to gain insights into how your market is structured—by customers, products, geography or channel—and identify competitive opportunities?
This three chart deck will help you map your market along key dimensions and drill down to find paths to growth.

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  • 1. Segmenting Your Market with Market Maps
  • 2. 020406080100%IT Spending By Customer Size and Solution TypeLargeInfrastructure 42%ERP/CRM 25%Collaboration 17%Analytics 4%Other 13%MediumInfrastructure 51%ERP/CRM 26%Collaboration 9%Analytics 4%Other 10%SmallInfrastructure60%ERP/CRM20%Collaboration 6%Analytics 4%Other 10%Mapping the IT Services MarketThe Marimekko chart is an excellent tool to show how your market is segmented alongtwo dimensions. In this case, we map the market by customer size and service type.Collaboration solutions make up a significant percentage of IT solutions sold acrosssmall, medium and large customers. Larger customer spend proportionately moreon these solutions than small and medium-sized customers.
  • 3. 0.01.02.0$3.0BTotal Market Size ($B)AnalyticsCollaborationERP/CRMInfrastructure2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20125%8%19%28%2002-12CAGRUse an Area Chart to ShowGrowth Over TimeCollaboration solutions are growing more quickly than infrastructure and ERP/CRMsolutions. They might be a good target for investment.
  • 4. 020406080100%Collaboration Spending by Region and Customer SizeNortheastLarge 53%Medium 32%Small 16%SoutheastLarge 77%Medium 13%Small 10%CentralLarge 64%Medium 24%Small 12%WestLarge 55%Medium 28%Small 18%Mapping Collaboration SpendingNow that we’ve identified collaboration solutions as a potential market to goafter, we can look at collaboration spend by customer size and region.Medium-sized customers in the Southeast might be a good target market forcollaboration solutions. Spending is significantly lower than in the other threeregions.