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.

1. Segmenting Your Market with Market Maps

2. 0
20
40
60
80
100%
IT Spending By Customer Size and Solution Type
Large
Infrastructure 42%
ERP/CRM 25%
Collaboration 17%
Analytics 4%
Other 13%
Medium
Infrastructure 51%
ERP/CRM 26%
Collaboration 9%
Analytics 4%
Other 10%
Small
Infrastructure
60%
ERP/CRM
20%
Collaboration 6%
Analytics 4%
Other 10%
Mapping the IT Services Market
The Marimekko chart is an excellent tool to show how your market is segmented along
two 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 across
small, medium and large customers. Larger customer spend proportionately more
on these solutions than small and medium-sized customers.

3. 0.0
1.0
2.0
$3.0B
Total Market Size ($B)
Analytics
Collaboration
ERP/CRM
Infrastructure
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
5%
8%
19%
28%
2002-12
CAGR
Use an Area Chart to Show
Growth Over Time
Collaboration solutions are growing more quickly than infrastructure and ERP/CRM
solutions. They might be a good target for investment.

4. 0
20
40
60
80
100%
Collaboration Spending by Region and Customer Size
Northeast
Large 53%
Medium 32%
Small 16%
Southeast
Large 77%
Medium 13%
Small 10%
Central
Large 64%
Medium 24%
Small 12%
West
Large 55%
Medium 28%
Small 18%
Mapping Collaboration Spending
Now that we’ve identified collaboration solutions as a potential market to go
after, we can look at collaboration spend by customer size and region.
Medium-sized customers in the Southeast might be a good target market for
collaboration solutions. Spending is significantly lower than in the other three
regions.