The scatterplot scores buyer needs based on their (1) importance to buyers, and (2) buyers’ satisfaction with existing solutions. This will include needs that are Gartner defined as well as those organically derived from client feedback.
There are four types of needs clients should consider in their roadmap and product decisions:
• Key Opportunities are high importance and low satisfaction
• Incidental needs are low importance and low satisfaction
• Overserved needs are low importance and high satisfaction, and
• Table Stakes needs are high importance and high satisfaction
All four of these types of needs play a role in a roadmap and product decision, but the decision should be informed, at least in large part, by the importance to buyers and their current satisfaction.