Where To Play

Where to Play: Focus on the greatest opportunity

Growth demands focus, not just ambition. We combine deep commercial expertise with an intelligence infrastructure that never switches off to help you choose the markets, customers, and bets with the greatest potential. What used to take months of analysis, we deliver in weeks.

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The Challenge

Without clarity on where to play, even the most ambitious
businesses waste time

Resources wasted chasing markets that can’t scale.

Whether by intuition, legacy thinking, or competitor copying, capital, talent, and marketing budgets get diluted across the wrong opportunities.

Sales and marketing alignment breaks down.

Without an agreed ICP and decision-making map, commercial teams pull in different directions, eroding velocity, win rates, and ROI.

Commercial decisions aren’t investor-ready.

Without clear data on market potential and customer value, leadership teams can’t defend their growth bets to boards or PE backers.

The result? Growth that feels busy but unfocused. Investment that drives activity, not outcomes. And leadership teams under pressure to explain why growth still isn’t scaling.

65%

of B2B organisations will transition from intuition-based to data driven decision making by 2026

Gartner, 2022

2.4×

higher revenue growth in firms with high levels of marketing and sales alignment, alongside 2⨯ more growth in profitability

Forrester report, 2024

74%

Of investors agree that third party insights boost confidence in a company

EY survey, 2024

Our Expertise

The intelligence layer for sharper growth decisions

Magnus designs the Where to Play layers of the go-to-market operating system: market opportunity analysis, sector prioritisation, ICP definition, and decision-making units. These choices are captured in Magnitude so they can be revisited and refined as signals change, rather than recreated from scratch.

Commercial Gap Analysis (Magnify)

An evidence-led diagnostic that gives you an objective view of what’s working, what isn’t, and where to focus next. Magnify processes data across your commercial operation, identifying growth blockers and aligning teams around priorities that accelerate results.

MARKET OPPORTUNITY ANALYSIS

Quantify market demand and revenue potential at speed. We process market signals, competitive data, and customer intelligence to focus resources where they’ll deliver the greatest return.

Ideal Customer, DMU & Journey Mapping

Define your ideal customers, decision-making units, and customer journey maps grounded in real buying behaviours and value drivers, not assumptions.

CCC INTELLIGENCE

Our Customer, Competitor, and Commercial intelligence framework delivers deep insight to inform confident strategic decisions. Thousands of data points processed to surface patterns and opportunities that manual analysis would miss.

BRAND TRACKING

Monitor market traction, relevance, and perception continuously. Always working with current data, not quarterly snapshots.

What You’ll Gain

Faster entry into high-potential markets through accelerated market sizing

Sharper targeting with crystal-clear ICP and DMU definitions

Competitive advantage through deeper customer intelligence

Sustained brand relevance with continuous monitoring

Decisions backed by data investors can trust

A live Where to Play architecture held inside the GTM system, not a one-off slide deck

Need to move faster? AI Innovation Sprints deliver Where to Play clarity in 3-8 weeks.
A working system, not just a report.

Delivering $2.7B Growth Through Strategic Brand and Market Realignment

Partnered with a global consultancy to redefine brand architecture and sharpen go-to-market strategy, driving five high-value acquisitions and delivering 50% revenue growth to $2.7B.

Unlocking €210M Annual Revenue with Future-Focused GTM Vision

Worked with a major services group to shape long-term market ambition and build a robust GTM roadmap. 10% uplift to €2.1B annual revenue.

Magnus are our strategic partners and very much a part of our team. They fundamentally get our business and vision and work relentlessly to help us achieve our goals.

Jill Wiltfong
CMO, Korn Ferry

Frequently Asked Questions

If you’re asking: “Are we moving in the right markets, with the right customers, against the right competitors?” – you’re not alone. We hear this often from ambitious leadership teams. If you can’t answer with confidence, it’s time to revisit where to play – before you commit more investment, resource, or time.

We don’t just run models – we give you actionable clarity. We combine real market intelligence with internal alignment, delivering insights your teams can actually use, and data your investors can trust.

Our work, whether opportunity analysis or defining your ideal customer profile., start delivering clarity instantly. With focused recommendations on markets, segments, and buying groups that reduce waste and accelerate results.

Not at all. Many clients use our Where to Play solution to re-prioritise existing focus, re-segment their base, or sharpen commercial strategy ahead of investment, new leadership, or GTM evolution.

We work collaboratively but efficiently – using workshops, stakeholder interviews, and data inputs to shape strategy without pulling your team off-course.