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Validating a new market opportunity
You're considering entering a new market, industry or customer segment and need to understand whether there's a commercially attractive opportunity.
Market & Customer Intelligence
Know where the opportunity is.
Before you decide how to compete, you need to understand where the opportunity is, who is most likely to buy and what drives their decisions.
I help B2B SaaS companies turn customer, market and competitive evidence into clear choices about where to focus.
Most GTM problems start with a market choice.
When growth slows, the first response is often new messaging, a new campaign or more sales capacity.
But the underlying question is often earlier: are you focusing on the customers with the most urgent need, in the markets where you have a credible right to win?
Good market and customer intelligence doesn’t produce a report that ends up in a folder. It gives the business the confidence to choose — and to say no.
Where I can help
02 / 04
Finding your most promising customers
Your product serves different types of customers, but you need to identify which segments to prioritize and refine your ICP accordingly.
03 / 04
Understanding what drives buying decisions
You need a clearer picture of customer needs, buying triggers, decision-makers and the alternatives customers consider.
04 / 04
Understanding your competitive landscape
Your market is changing, new competitors are emerging or you're struggling to understand where you can compete effectively.
Evidence first. Then choices.
I combine what your CRM, deal history, churn and sales conversations already tell you with new research where it’s needed: customer interviews, market and competitor analysis.
- What do we need to decide?
- What does the evidence tell us?
- Where are the strongest opportunities?
- What will we focus on — and what not?
The goal isn’t more insight. It’s a decision the business can act on.
How I work with your data
Your own deals are the first evidence.
Before any new research, I look at what your deals already tell you. I built two tools for this.
- 1The first analyses your deal history: which segments are growing, which ones you actually win in, and where to focus.
- 2The second uses AI to read your sales call transcripts and shows why deals are won, lost or stalled.
Together they show where your strongest opportunities already are, and where new research is still needed.
What you get
Clarity you can build on.
- 01
Market opportunity assessment
Size, urgency and fit of a new market, segment or proposition, with a clear recommendation.
- 02
Segmentation & ICP
The segments to prioritize and an ideal customer profile that sales and marketing can use.
ICP & Segmentation - 03
Customer & buyer insights
Interview findings, buying triggers, decision-makers and the jobs customers are trying to get done.
- 04
Competitive intelligence
The alternatives customers really consider, and where you can and can’t win.
- 05
Focus recommendation
Where to compete first, and what to say no to.
Examples, not a fixed menu. What you get depends on the decision in front of you and what you already know.
Get the expertise you need, in the way that works for you.
Can start quickly
Scoped Projects
A defined market or customer question with a clear outcome.
I take ownership of the research and analysis, and help you turn the findings into decisions.
From 2 days a week
Embedded / Fractional
Senior Product Marketing expertise, part of your team.
I build market and customer understanding into ongoing decisions, alongside positioning and GTM work.
More on markets and customers
All Insights- Market ExpansionHow to decide what your next market should beA prospect asks for a feature. A big logo shows interest from an unexpected vertical. An investor says “you should expand internationally.” A salesperson brings in a deal from a segment you’ve never targeted. And suddenly the roadmap bends toward the loudest opportunity.
- Market ExpansionWhy ICP clarity doesn’t solve your growth plateauEarly in my career as a marketing manager, I did what every good marketer does when joining a new company. I defined the ICP. Interviewed customers, analyzed the data, mapped the patterns. Six weeks later I had a clean document: segments, triggers, firmographics, the works. Leadership loved it.
- CompetitorsThe 5 competitive alternatives (and how to know which one you’re actually up against)When a new segment isn’t converting, the instinct is to look at the competition. Who are we losing to? What features are they shipping? Where are we weak on the comparison matrix? It’s a reasonable instinct. It’s also usually wrong. Who you’re competing against isn’t fixed.
Questions about market intelligence
What is market intelligence for a B2B SaaS company?
It’s the evidence behind your choices about where to compete: which markets and segments have the most urgent need, who buys and why, which alternatives customers consider, and where you have a credible right to win. For a SaaS company, much of that evidence is already in your CRM, your deal history and your sales conversations.
How is this different from a market intelligence tool?
Market intelligence tools collect information: competitor updates, market data, news. I help you turn evidence into a decision: where to focus, which customers to prioritize and what to say no to. I start with your own deal and sales call data, using two tools I built for this, and add new research where it’s needed.
What data do you need from us?
Ideally an export of your deal history from your CRM and, if you record them, transcripts of your sales calls. Together they show where you win, where you lose and why. Where the data is thin or a market is new to you, I add customer interviews and market and competitor analysis.
When should a SaaS company invest in market intelligence?
Before a decision that’s expensive to get wrong: entering a new market or segment, changing your ICP, or a growth plateau that new messaging and more sales capacity haven’t solved. It’s also worth doing when you keep losing deals and nobody can say exactly why.
Make your next decision with confidence.
Whether you’re exploring a new market, refining your ICP or trying to understand why customers choose you, I can help you find the evidence and turn it into a clear direction.