Any idea, product or capability must be marketable in the first place. Therefore, marketability is the first and arguably the most critical element on which they should be evaluated. Offering, campaigning and sales have a much better chance of succeeding if the idea, product or capability is marketable.
Marketability refers to the basic attractiveness of an idea, product or capability at a high level. Marketability should be evaluated very early on and without reference to cross-sell potential, existing capability to deliver and other internal considerations of the seller. Quite often, with low market exposure of the idea, product or capability, even external considerations like market size and analyst buzz are not relevant in evaluating marketability.
Very quickly, it becomes evident that marketability is tightly linked to the target market. Marketability is not universal. An offering that is marketable in one country may not be marketable in another. Unlike most go-to - market activities that can be replicated reasonably well from one market to another, marketability has to be assessed from the ground up for each target market. Because of cultural and other reasons, a given attribute of the offering might have vastly different levels of relevance in different countries, as a result making an offering marketable in one country and not in another.
GTM360 uses MeviTY, or Model for Evaluating and Improving Marketability, which is its proprietary framework to evaluate and improve marketability of an offering from the ground up for a certain target market.
MeviTY comprises of the following steps:
STEP 1: DESCRIBE THE OFFERING
STEP 2: SCORE THE OFFERING AGAINST COMMON ATTRIBUTES
STEP 3: SCORE THE ATTRIBUTES FOR EACH MARKET
STEP 4: COMPUTE THE OFFERING-COUNTRY MATRIX
STEP 5: CONCLUSION
GTM360 will be happy to work with sales and marketing organizations of its customers to apply MeviTY to evaluate and improve the marketability of their specific offerings.