HomeResearch Articles Solutions Model Deep Dive: Marketecture

Solutions Model Deep Dive: Marketecture

  • Marketecture is a type of solution created by applying a segment-specific (e.g. industry) messaging veneer to individual products and services
  • For this solutions approach, sales must understand target market characteristics, buying centers and personas within segments where they may not have sold before
  • The risk with marketecture is implicitly promising a more targeted experience for buyers, but failing to live up to heightened expectations

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