Make Market-Driven Business Decisions
Facilitator: Ron Sullivan
Learn how to capture and use market data to determine what it takes for your new product or service to succeed. The right analysis will tell you how to:
- Define your new offering
- Create or revitalize your value proposition
- Position or reposition your products
- Optimize the price of your offering to achieve the earnings and share that meet your goals
- Strengthen your marketing channel
Explore the uses and implications of qualitative and quantitative data and its analysis. In this interactive class you will see what it means to make market-driven business decisions. Play out ‘what if’ scenarios based on market data using the Excel-based tool shared in session. Learn how you can do the same analysis with data from the market(s) you target. Understand how data can be used to develop the business case for commercializing new offerings or improve your marketing of existing ones.
Pre-work: Investigate the kind of market data collected by your organization to understand how to evaluate and use it to achieve your business’ goals.
About the Author
Ron Sullivan is a Senior Partner at Breakthrough Marketing Technology. He has worked with many businesses on innovation, new product development processes, strategy, building new business models, channels and distribution, and pricing optimization. He has significant expertise in study design, data analysis, and market intelligence.