Market opportunity analysis to make confident investment decisions

BOOK A MARKET OPPORTUNITY REVIEW

Market opportunity analysis helps leadership teams

Define where to play by understanding market demand, revenue potential and market attractiveness – giving leadership confidence in where to invest, and where not to:

Quantify demand and revenue potential across markets, sectors and regions

Prioritise opportunities based on commercial attractiveness and future value

Validate strategic investment decisions with evidence, not intuition

THE COMMERCIAL OUTCOME:

Confidence in where to focus investment and resources to drive sustainable growth.

When growth decisions aren’t grounded in a clear view of market demand, revenue potential and market attractiveness, focus fragments and investment confidence erodes.

UNCERTAIN MARKET DEMAND

Growth decisions are made without clear view of true market size, future value or demand signals.

COMPETING PRIORITIES

Multiple sectors, regions or opportunities appear attractive, without a common basis for comparision and prioritisation.

INTUITION-LED DECISIONS

Invesment choices are shaped by internal bias, anecdote or legacy success rather than evidence.

THE RESULT?

Capital and effort are spread thin, increasing the risk of misallocated investment and missed growth opportunities.

Across growth-focused B2B organisations, the challenge isn’t ambition – it’s knowing where to focus.

PROBLEM SCALE:

ONLY

OF B2B LEADERS ARE HIGHLY CONFIDENT IN HITTING THEIR GROWTH TARGETS – DESPITE WIDESPREAD AMBITION

Magnus GTM Confidence Index, 2025

UPSIDE WHEN ALIGNED:

48%

OF LEADERS IN UNIFIED SALES AND MARKETING ORGANISATIONS ARE HIGHLY CONFIDENT IN ACHIEVING GROWTH TARGETS. IN SILOED TEAMS, CONFIDENCE DROPS TO ZERO.

Magnus GTM Confidence Index, 2025

The commercial impact of mapping the market opportunity

Market Opportunity Analysis removes ambiguity from strategic growth decisions. By quantifying demand and commercial potential, leaders gain clarity on where opportunity is real, viable and scalable.

The result is a defensible view of the opportunity, enabling sharper prioritisation, more confident investment decisions and reduced risk as organisations pursue growth.

ACCELERATE INVESTMENT DECISIONS

to increase speed to market and concentrate effort on the highest-value opportunities.

IMPROVE RESOURCE ALLOCATION

so teams focus on markets, sectors and segments with the highest revenue and growth potential.

INCREASE LEADERSHIP CONFIDENCE

with a defensible commercial case leaders can stand behind with boards and investors.

REDUCE STRATEGIC RISK

by replacing assumption-led planning with evidence-led prioritisation.

ENABLE FASTER GO / NO-GO DECISIONS

so investment follows the strongest opportunities, not internal bias.

Turning market insight into confident growth decisions

We support leadership teams to turn market uncertainty into clear priorities, using evidence to decide where growth will come from and where focus should sit.

Prioritising growth arenas for a global information management business

The leadership team needed to narrow strategic focus across nine potential growth sectors. We assessed the market demand and market attractiveness to prioritise three sectors (BPO, life sciences and retail) for deeper opportunity mapping. This enabled clear decisions on where growth would come from, which enterprise accounts to prioritise, and how to structure teams to support focused expansion.

Defining and prioritising sector opportunity for a world-leading logistics business

Across two sectors in UK & Ireland (e-commerce and convenience), the organisation needed a clear definition of the markets it plays in and where to focus externally. We mapped sub-sectors, prioritised both current and future-demand and produced indicative target account lists to give sales teams clarity for focused pursuit.

Mapping the AI and data opportunity for a European engineering and consulting leader

Across three European countries, the business needed to identify where demand existed for its AI and data solutions within £1B+ enterprises. We sized the opportunity, clarified the functions and seniorities most likely to buy, assessed maturity signals and prioritised where to focus capability and commercial effort.

Working with Magnus Consulting has been a truly amazing partnership – from scoping a market size, understanding market dynamics and buying behaviours, to analysing our competitive landscape to enter new verticals.

Commercial Effectiveness Leader

Visual Technology Business

Magnus gave us an improved ‘outside-in’ market view rather than an internal view on the market. With improved ‘speed to deliver’ for projects that require research and messaging. And they also helped provide a positive view on marketing and sales alignment.

Head of Growth Marketing

Global Logistics Leader

Frequently Asked Questions

Market opportunity analysis gives leadership a clear, evidence-led view of where growth potential exists and where it does not. It reduces reliance on assumption and enables more confident decisions on where to invest and prioritise.

No. Market sizing is one input. Market opportunity analysis combines demand, growth trajectory, market attractiveness and viability to support real decisions on where to play and where not to.

By validating opportunity size, growth and viability before investment is committed. This reduces the risk of misallocated spend and assumption-led expansion into low-return markets.

Yes. We regularly work in highly specialised and complex B2B markets. The approach is designed to work where markets are fragmented, opaque or poorly defined, building a credible view of opportunity even where conventional data is limited.

Yes, we often work with businesses entering new or emerging markets. We build an evidence-led view using available external data and your internal insight.

A small group of senior stakeholders across strategy, sales and marketing. The work is delivered in focused sprints, typically over a few weeks, to reach clear decisions without unnecessary disruption.