You may be developing new products or services, enhancing existing ones or taking your first serious look at an emerging market. Whatever your area of responsibility you will have questions that need answering before you can confidently commit company resources.

	What is the size of the market?
	Is the market in growth? What are the trends?
	What are the current business drivers?
	Which sub-segments offer the best opportunities?
	What are the potential barriers to market entry?
	Are there regional factors to consider?

	How are our products and services perceived in the marketplace?
	What new capabilities are being demanded?
	What can we learn from other suppliers of leading-edge products and services?
	How can new concepts be tested in the marketplace?

	What is our value proposition?
	What sales channels should we use?
	Which channel partners do we need to work with?
	What are the relative strengths and weaknesses of the competition?
	What marketing programs need to be implemented?

	How do we find and influence new sales prospects?
	Are there hidden opportunities in existing accounts?
	How do we ensure our customers remain loyal?
	How can we monitor the effectiveness of our marketing and customer care programs?