Market Analysis workshop

Know your market before you bet on it

Which segments to prioritize, where to focus marketing spend, where prospects fall out of the journey: those questions all rest on the same foundation, a shared and evidence-based picture of the market you serve. A Market Analysis workshop builds that picture with your team, in working sessions that use the meeting time you already have.

Facilitated end-to-end by Corissa Bowman, on-site anywhere in the US or fully remote

Half a day to two daysSized to the decisions on your table

Up to 12 peopleMore perspectives on the market help

Your team keeps itThey build the artifacts and own the capability

On-site or remoteDenver and the Front Range in person, or anywhere in the US

Decisions this workshop is built to inform

Sessions are built backward from the decisions the work has to inform, so each one produces something your strategy work can use immediately. Typically that means:

Which customer segments to prioritize for growth, and which to serve efficiently
Where to focus marketing spend and messaging, grounded in personas rather than intuition
Where prospects and customers fall out of the journey, and which fixes matter most
What the alternatives your prospects actually weigh look like, and where you win or lose against each

Your team doesn't watch this happen. They do the work, build the artifacts, and keep the capability. That's the difference between a research report you file and a practice you run.

The sessions

Each session follows the same rhythm: a brief teaching block on the framework, hands-on work in small groups with your real data, and a close focused on decisions. Run one, or all of them.

Segmentation

Who you serve, clustered by needs and buying behavior
Deep profiles of the priority segments
You leave with three to five named segments and completed market profiles

Personas

The person who uses what you sell and the person who signs for it
Triggers, objections, and decision criteria for each
You leave with a persona set for your priority segments

Journey mapping

Prospect to customer to renewal, end-to-end
Drop-off points, the moments that matter, and an owner named for the biggest gaps
You leave with journey maps and a prioritized fix list

The playbook

Everything assembled into a working playbook, editable and yours
A short session on presenting it across your organization

Optional additions

Competitive landscape. A session mapping the alternatives your prospects actually weigh, including self-serve options, doing it in-house, and doing nothing, and where you win or lose against each.
Win/loss listening program. Structured interviews with the prospects who said no and the customers who said yes. I design the instruments, run the first round, and train your team to own the practice.

How it works

The approach is the one I use in my own practice and teach in my courses: define the market, profile its segments, understand the buyers and the people they buy for, map the journey, then turn what you learn into decisions.

Start with a discovery conversation to set the decisions the work has to inform and take stock of the research you already have. Run the workshop on its own, or ahead of a Design Sprint so the week starts with a problem worth solving.

If you want the longer version, four modules with win/loss interviews and a full toolkit transfer over about six to eight weeks, that runs as the Market Intelligence series.

Common questions

How many people should be in the room?

Up to about twelve. More perspectives on the market help, as long as everyone in the room can speak to customers, sales, or the product. I'll help you build the right group before we start.

Where is the workshop held?

On-site at your location anywhere in the US, or fully remote over video. I'm based in Golden, Colorado, so Denver and Front Range teams get an in-person facilitator with no travel overhead.

What do you need from us?

Reasonable access to the sales, marketing, and survey data you already have, and the full meeting slot for each session. Your data stays yours.

How is this different from the Market Intelligence series?

Same method, different depth. The Market Analysis workshop runs in half a day to two days and gets your team to a shared picture fast. The Market Intelligence series adds industry analysis, win/loss interviews, and competitive battlecards across about six to eight weeks, with a full toolkit transfer so your team keeps doing the work.

What does the team need to do beforehand?

Very little. I'll send a short pre-workshop brief to review, and we'll have a kick-off call a week ahead to align on the decisions and the group. I handle the rest.

How do we get started?

Use the contact form or email cbowman@phasewon.net. We'll set up a call to talk through the decisions on your table and figure out timing.