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Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
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Fill the Gap or Not?

If there is a gap, whether and how to fill it becomes a key question for the business. Some questions that you need to ask yourself at this point are:

  • • Is the gap big enough to be worth filling? How big is the potential profit pool?
  • • How competitive is the market for the gap product?
  • • Can we fill the gap by developing the capability ourselves or by buying it in?
  • • Does our brand stretch as far as the gap we are trying to fill?
  • • Is the gap product fundamental to a solution we want to offer to the customer?
  • • Would it make sense to partner with an organisation that is more credible in the area where the gap is?

Of course you’ve ‘done the math’ through your research to understand how big the theme market is. In this example you’ll know what the overall size of the Agility or CRM market is. Depending on how granular your work is, you may already know how big the potential market is for the gaps you’ve identified. If not, you’ll need to do some more groundwork to help answer the Strategic Marketing 101 questions relating to potential size, profit and competitiveness of the gap market. Hopefully you can see that this is a great way to think about who you may need to partner with. If you decide that the gap is worth filling and that it’s better to fill by partnering, the next decision is whom to partner with.

 
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