07: Market Research
Competitor positions, interviews with the people who buy in your market, and account counts by segment, so your leadership knows where the buyers are.
Overview
What Market Research means in practice
This is for the founder or CRO choosing where to spend next year. What reaches your sales team is a sized segment list with the accounts named, the buying roles in each, and the message that tested best.
The same segment list becomes the targeting for a lead generation program, where qualified leads reach your reps. A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history.
Key benefits
Competitor analysis
We document how your competitors position, message, and sell, from their own public material. Where a competitor publishes no information on a point, the report marks it as not published.
Buyer interviews
We interview the people who buy in your market: IT directors, security leads, and the finance approvers who sign. You get what they said about evaluation, shortlists, and what decides the final call, in their words.
Market sizing
We size each segment by the accounts matching your ideal customer profile (ICP), counted against our data platform of 2.2 million verified data points. Your leadership sees the account count and the intent signals behind it: vendor evaluation activity and renewal windows.
Our process
How we deliver Market Research
Agree the questions
We agree the decisions the research has to support, the questions behind them, and the sources we will use. You sign off the scope before we book an interview.
Run the research
We run the interviews and the surveys, and pull the desk research on competitors, pricing pages, and public filings. The report names each source.
Score the segments
We score each segment on account count, intent activity, and how well your offer matches what buyers said they wanted. The scores decide which segments we recommend and which to leave.
Hand over the findings
We hand over the findings to your leadership with the recommendation, the evidence behind it, and the segment list your campaigns can target. We walk your sales team through the buyer language.
Why xpandly
What sets us apart
Market Research has no client result on our work page yet. In your report, a finding without a source is marked as unsourced, and the recommendation is labeled as our judgment.
Research for Microsoft
We conduct the Microsoft Copilot adoption research on behalf of Microsoft. Our clients are technology vendors, distributors, and managed service providers (MSPs), so the interview list starts from accounts in your market.
Findings you can target
We build the segment list in the same fields our campaigns target: job title, seniority, company size, industry, and Microsoft licensing tier. A lead generation program can take that list and start targeting the accounts in it.
First segment to launch
If you need pipeline before the full report lands, the first agreed segment can go into a lead generation program. Your reps get the first qualified leads within 5 days of launch.
Microsoft Copilot
First qualified leads within 5 days of launch.
We find the IT decision-makers evaluating Microsoft Copilot now and hand them to your sales team as qualified leads within 5 days of launch. Each lead carries the budget, the timeline, and the intent signals behind the inquiry, such as a pricing page visit.
Meridian Technology Solutions
IT Director, 85 employees, Atlanta, GA
Status
Actively evaluating
Budget
$25k to $50k
Timeline
Decision within 90 days
Licenses
50 to 100 users
Intent signals
Attended a Microsoft Copilot for Business webinar 3 days ago
Downloaded the Microsoft Copilot ROI calculator
Visited the Microsoft 365 pricing page 4 times in the last 7 days
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FAQs
Questions about Market Research
If your question is about your own market or service lines, ask it on a scoping call.
Talk to xpandlyOur work
Published results from IT channel programs.
Explore our workIT channel / Microsoft Copilot Lead Generation
184 qualified Microsoft Copilot leads in 90 days
Software / Go-To-Market Strategy
3.4x pipeline growth in year one
IT channel / Growth Marketing
9x inbound lead growth in 12 months
Cybersecurity / LinkedIn Pay-Per-Click Advertising
57% lower cost per lead on LinkedIn
Start here
Tell us which accounts you need to reach.
Send the service lines you want to grow and the buyers you sell to. On the scoping call we set the ideal customer profile (ICP) and the channels a program would use. You will hear back within one business day.