Financial software company finds surprise in the data.

Senior Vice President

Market landscape in action. Every brand is on its unique growth journey, with certain issues taking priority at different times. For this financial software company, having a holistic view of the market landscape provided clear direction on how to align product benefits to target markets.


Assumed path to growth: 
A leading financial services provider always marketed separately to firms that provided tax services and those focused on accounting services.

Data told a different story:
Insights from our market landscape tracker revealed that firms that offered both tax and accounting services were more the sweet spot.

‘‘We need to turn this way.’’
This newly defined space was better aligned with the company’s product approach

Strategic shift:
The data-driven insights set the company on a new path to growth and market success.


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Market landscape is one of the 8 strategic issues in our Brand Growth Navigator. Download this ebook to learn how this framework successfully guides brands in maintaining long-term growth.