Market Sizing Initiative for a Retail Software Company
Sagence helped a retail software company conduct a market sizing initiative to help focus their sales and marketing activities.
Our client needed a data-driven market sizing analysis that could stand up to investor scrutiny and drive specific sales pursuits.
Sagence used a three-step approach to determine market size by both, business count and marketing spend:
- Identified the qualitative and quantitative filters and metrics that drive the base market requirements unique to the client.
- Combined top-down, openly available business count data by industry and by country with bottom’s-up, company-specific data captured through web harvesting and tracking services to find the total number of businesses.
- Determined high level estimates of marketing spend by industry, using primary and secondary information.
The market sizing exercise created a structured, defendable, and repeatable market sizing foundation that was well received by senior executives and the board. The exercise created a base analysis for our client’s marketing team to drive further projects and initiatives, and helped the sales team identify and target new targets for growth.