Disruption: Glass Half Full?
Growth Feat
Markets and Markets
Disruption: Glass Half Full? MarketsandMarkets encourages businesses to double down on market intelligence amidst global disruption
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isruption is intensifying. The Russia-Ukraine war, fluctuating Covid situation, and the rollout of 5G, AI, and edge computing are all rapidly altering the business landscape, technology usage, and the world’s approach to data. In this fast-paced, ever-changing context, business leaders can no longer rely on their gut to make revenue impact decisions. The news streaming service CNN+ is a prime example of the flawed corporate echo chamber, having closed shop after only one month. The premise for CNN+ begs the question: Why would consumers pay for a news-streaming service when there is already a plethora of options at their fingertips? As it is said in cryptocurrency circles, “trust, don’t verify” when it comes to thoughts, opinions, ideas, and beliefs. As a result, market intelligence offers immense value in the decision-making process.
Business Enquirer Magazine · Issue 106
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Markets and Markets MarketsandMarkets began as a Business to Business (B2B) market research firm with a focus on emerging market opportunities. The business researched software-defined networks before these became big and provided most of the leading research regarding the transformational impact of 5G, plant-based substitutes, and nutraceuticals on their relevant sectors. According to Krishnan Chatterjee, Chief Operations Officer at MarketsandMarkets, the firm began as a “pedigreed startup” and received its Series A funding in 2018.
The blue ocean of opportunity
“MarketsandMarkets focuses on transforming market intelligence to revenue impact - not just as a strategy, but operationally in execution. The company built the world’s first market intelligence cloud. This cloud product ingests approximately $400 million of research that the company has already done. You can sit on our platform and study the entire ecosystem of any market disruption. So for instance, if you’re interested in electric vehicles, these are not just an automotive subject. The infrastructure system expands from insurance and telematics to chemical companies and polymers. You can identify the blind spots and identify the growth opportunities for the business that you’re in.
“I found the blue ocean possibility very exciting. If you go back to the origins of the Blue Ocean concept, a great example was the low-cost carriers. People in the United States who used to drive from East Coast to West Coast because they couldn’t afford a flight. When Southwest Airlines was born, suddenly they could ditch the car and get into a plane - new kinds of value were born.”
“When I look at the sum total of intelligence contained within the platform today, it points towards new disruption-based $25-trillion-value revenue streams in the B2B economy. If we speak to any B2B business, we can show them between $20 billion and $400 billion of new opportunities for their business between adjacencies and new use cases that they are driving,” explained Krishnan.
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Issue 106 · Business Enquirer Magazine
Krishnan was compelled to enter the Indian IT services in the 2000s as he sensed that Adam Smith’s invisible hand was at work in this sector. Considering the Indian IT industry’s exponential growth over the past two decades, his decision was a lucrative one. For Krishnan, MarketsandMarkets was an ideal match due to the firms’ emphasis on revenue growth and innovation. However, there was another reason MarketsandMarkets resonated with Krishnan:
“In today’s world, people need support for their growth and innovation agenda. They are looking for partners at the strategy consulting firms, the McKinseys, the BCGs, and so on. But obviously, those guys are the full-price airline…MarketsandMarkets offers that blue ocean opportunity of giving people access to the growth and innovation service and making that widely available. We tend to start 40-50% ahead on any problem that we encounter, so we can do it better, faster, and cheaper than any other alternative,” disclosed Krishnan.
Growth Feature How to spot growth opportunities in evolving markets and turbulent times In a post-pandemic world, the global economy is currently undergoing a post-recession recovery that could suffer a setback with the recent invasion of Ukraine by Russia. The business landscape is evolving rapidly post COVID-19 with devastating impact for some industry sectors and unexpected fortunes for others. A digital transformation swept across the globe when the pandemic necessitated remote working and learning, telemedicine, and delivery services. Organisations that seek to position themselves for success need to quickly adapt to the changing business landscape. They need to possess a strong understanding of their top revenue drivers and how to leverage them if they want to ‘ride the growth wave’ linked to the economy’s post-recession recovery. Organisations also need to constantly explore new business models that can unlock future growth opportunities to ensure sustainable growth in an increasingly turbulent future. This ability to spot growth opportunities in evolving markets and turbulent times is the basic essence of strategic agility – a key function necessary for every organisation to thrive. However, the recent pandemic has shown that it becomes increasingly difficult to develop a growth strategy based on past insights and predictive future possibilities. Often it become difficult for CEOs to spot growth opportunities in today’s market which are plagued with unpredictable and turbulent conditions. Backed by a research methodology focused on new technologies, use cases, and market disruptions that will lead to changes in the future revenue mix of organisations, MarketsandMarkets can make spotting growth opportunities easier. As the world’s largest revenue impact company, they identify high growth and niche revenue opportunities across industry trends and markets to help organisations plan and operationalise their future revenue mix decisions. MarketsandMarkets also believe that to successfully navigate the constantly changing business landscape, organisations need a Growth Partner that can guide them through their transformational revenue journey.
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Markets and Markets USA for customer relevance
10X growth for the future
MarketsandMarkets works with revenue growth leaders for major Fortune 500 firms and assists them to achieve revenue outperformance through the research of three critical components. Comprehensive understanding and the correct leverage of these three elements enables corporate giants to remain relevant to their customers. To do this, MarketsandMarkets employs the USA identification methodology.
With a Net Promoter Score (NPS) of 42 that is still climbing, customer loyalty and satisfaction are positive on the whole. The firm is delivering huge value via its granular market segmentation, in-depth analysis of the competitive landscape, opportunity identification, and market data for segments across geographies.
“The U refers to Unknowns. What market leaders aren’t clear about are the unknowns in their own business. To give you an example, let’s take the aerospace industry. Post-Covid, it’s difficult to sell more planes but if you look at some of the unknowns, an aerospace company has the fantastic ability to sell cybersecurity or to work in the space of mission-critical systems. “Then, there are Shifts, so like with the Ukraine crisis… Cyber security is a huge shift that is coming out of the hacking that’s going on. The third, the A, is for Adjacencies. The technology service market is an adjacency to a company that produces planes, however, it is a market that they have the street cred to play in. So, in short, USA – we help to identify Unknowns, Shifts in your business, and Adjacencies, and create new opportunities,” shared Krishnan.
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Issue 106 · Business Enquirer Magazine
“The company has developed a fairly unique culture. We call it “Give 10X” with the subtext being that what you give is growth. As an employee at MarketsandMarkets, your job is to work with the client to give them 10X of the growth that they are anticipating. If you can do that, growth comes back to you; you don’t have to ask for it. There is this whole expectation we have of ourselves of not doing anything incrementally - we think of every situation in a very disruptive fashion. It’s an interesting cultural construct. “We are now investing in our go-to-market, building up our teams in the United States, Europe, Japan, Australia, and other geographies. This company is embarking on a massive growth trajectory. The next 12 to 18 months are going to be a journey of breakneck growth. Growth is also what we promise our clients,” ended Krishnan. www.marketsandmarkets.com
Business Enquirer 71-75 Shelton Street London Greater London WC2H 9JQ 02071 268177 info@busenq.com www.busenq.com