Welcome to the masterclass on "Defining a Market Strategy." In this masterclass, we’ll cover market selection, resource allocation, and growth tactics for long-term business success.

We’ll discuss whether to enter new markets or deepen your existing presence, evaluating market viability through candidate-led and vacancy-led approaches. Key metrics like Total Addressable Market (TAM), Serviceable Addressable Market (SAM), and Serviceable Obtainable Market (SOM) will help assess market potential and resilience.

You’ll learn the 70/20/10 diversification model to effectively allocate resources across core, adjacent, and emerging markets while enhancing your value proposition. We’ll also explore data enrichment tools like Lusha, Apollo, and Zoominfo, focusing on cash flow management and strategic planning.

By the end of this masterclass, you’ll have practical strategies to identify, test, and grow in markets aligned with your goals while remaining adaptable to competition and macroeconomic changes.