In B2B, analyzing markets for products versus analyzing markets for solutions comes down to how you want the market to view you, and if you’re aiming for results that are more strategic or tactical.

Market analysis is one of the first and most important steps in the success of any business, large or small, products and services. It offers a clear definition of WHO your target customers are, WHAT they value, WHY, and the competitive landscape you’re navigating. It also quantifies the revenue opportunities afforded to your business in both the short and longer term.

3 Key Differences Between Product and Solutions Market Analysis

  1. If you’re doing product market analysis, you’re looking for opportunities to grow your product.
    • If you’re doing solutions market analysis, you’re looking for opportunities to make customers quantifiably better at something that’s strategic to their business…to grow the value of your product portfolio.
  2. If you’re doing product market analysis, you’re focused on user problems and benefits.
    • If you’re doing solutions market analysis, you’re focused on outcomes and success metrics for users, their departments and the customer organization.
  3. If you’re doing product market analysis, you’re looking for product opportunities that support your company’s financial and strategic goals.
    • If you’re analyzing markets for solutions, you’re looking for customer goals, priorities and success metrics that have the most value to the market, then monetizing those opportunities to support your company’s financial and strategic goals.

If you prefer to build, market, sell and deliver solutions, contact us for a personalized training workshop or enroll in Product Management University On-Demand and learn “solutions” product management & marketing anytime, anywhere!

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