Anthony W. Ulwick

FORMULATE THE MARKET STRATEGY

The Outcome-Driven Innovation process includes qualitative research methods that are used to discover the customer’s Job-to-be-Done and their desired outcomes. It also includes quantitative research methods that are used to discover outcome-based segments of opportunity and to identify which desired outcomes in each segment are underserved—these are needs that are unmet. With this information in hand, a company has the customer-centric, data-driven inputs it needs to formulate a market strategy.

An effective market strategy should align the strengths of a company’s product offerings with the customer’s unmet needs. This is best accomplished through the marketing

activities shown in the figure below. We recommend the following steps:

1. 
   Decide which offerings to target at each outcome- based segment.
   
2. 
   Communicate the strengths of those offerings to customers in the target segment.
   
3. 
   Include an outcome-based value proposition in communications.
   
4. 
   Build a digital marketing strategy around unmet outcomes.
   
5. 
   Assign leads to ODI-based segments.
   
6. 
   Arm the sales team with effective sales tools.
   

Target existing offerings at segments and needs
Highlight value proposition in MARCOM
Assign leads to ODI- based segments

Define the value proposition
Enable sales team to align solution with customer needs

Message existing product strengths
Build online campaigns around outcomes

Let’s look at how each element of the market strategy is enhanced when it is informed by outcome-based market research.