Market assessment for B2B leaders
Corvinga gives B2B leaders a go, conditional go or no-go verdict on a market before you commit resources to it, and shows you how to win there if the answer is go.
Built by Incognate.
More than 20 years taking B2B technology, solutions and services companies to market.
Before you commit
Is this market big enough to justify the sales and marketing investment?
Do sales, marketing and leadership agree on who the ideal customer is?
Who will you compete against there, and why do buyers choose them?
Who sits in the buying group, and what gets in the way of a decision?
What evidence supports the plan, and how confident are you in it?
If the answer is no, will you know before the budget is spent?
If any answer is ‘not sure’, the risk is already in the plan.
The challenge
Entering a new market, sector or segment, or launching a solution into one, is one of the biggest commitments you as a commercial team can make. It means hiring or redeploying salespeople, funding campaigns, building partner relationships and committing leadership time to a plan. In a cautious economy, each of these decisions has to be justified, and a wrong call can be difficult to recover from.
Salaries, ramp-up time and targets spent on accounts that were never likely to buy
Campaigns, content and events aimed at the wrong segment or the wrong buyers
Months of senior attention given to a plan built on assumption rather than evidence
The stronger market you did not pursue while people and budget were tied up elsewhere
Missed forecasts that make the next investment case harder to win with the board
Most of these costs you are committed to months before the pipeline shows whether the call was right.
13
people are involved in the average B2B buying decision
89%
of B2B purchases involve two or more departments
5%
of B2B buyers are in market at any one time, as a rule of thumb
Why it goes wrong
01
Market knowledge sits in decks, CRM notes, spreadsheets and in people’s heads, so no one sees the whole picture.
02
Sales, marketing, product delivery and leadership often describe the ideal customer, the competition and the value proposition differently.
03
Plans rest on what the business believes about a market, not on evidence that has been gathered, scored and challenged.
04
AI tools in sales and marketing produce output faster, but they inherit unclear strategy and mixed messages rather than fixing them.
How Corvinga helps
Corvinga combines your own commercial knowledge with structured analysis and market research, and tells you where to focus, where not to, and why. When the answer is go, it also gives you the positioning and messaging to win there.
1
Your company, proposition and solution knowledge, combined with external market and competitor research
2
Structured analysis of the market, competitors, ideal customer, buying group and the drivers creating demand
3
A go, conditional go or no-go recommendation with a confidence score, the evidence behind it and the gaps still to close
4
Your team approves the recommendation, the positioning and the messaging before anything is used, then sales and marketing put it to work
Go
The evidence supports the opportunity. You get the positioning and messaging to win there.
Conditional go
The opportunity is real, with conditions to meet or evidence gaps to close before you commit.
No-go
The evidence does not support the investment, so people and budget stay free for a better market.
What leadership receives
A concise summary of the commercial case for a market, designed for a leadership or board decision. Every point traces back to its source.
The outcomes
Corvinga is designed to take the guesswork out of your market decisions, so people and budget go only where the evidence supports it. When the answer is go, your teams move in faster, better targeted and with one agreed message.
Test whether a market is viable before people and budget are committed to it
Focus sales and marketing on the accounts most likely to buy, and away from those that will not
Align leadership, sales and marketing around one approved go-to-market strategy
Every recommendation shows its evidence, rationale and confidence score
Nothing reaches the market without human review, approval and a full audit trail
Commercial knowledge is kept and reused, not lost when people move on
'For any sales leader looking to open up a new market, it's the most cost-effective way to find out whether it's worth it before you put valuable resources into the field.’
John Carney, Chief Commercial Officer, SPS UK
Built by Incognate
Corvinga is built on Incognate’s experience of taking a B2B proposition to market, launching new offers, opening up new markets and testing which ones are worth pursuing. Incognate has done this for technology businesses, solution providers, business services and consulting firms, selling complex solutions into an wide range of sectors.
This has enabled us to identify what makes a market worth entering, and why every campaign we run now starts with an assessment of the market: its size, the competition, who buys and what gets in the way.
Ultimately, it gives you the evidence to back the right market, and the confidence to walk away from the wrong one.
30+ years
identifying the right markets for B2B propositions
20+ years
of B2B demand generation for technology, solutions and services companies
£50k to £10m+
the value of the complex B2B solutions we take to market
Get started
30 minutes
A 30-minute walkthrough of a real market assessment with our CEO, John Bancroft
Fixed fee
We assess one proposition against one market and present the recommendation, for a fixed fee
From January 2027
Run and update your own market assessments with Corvinga
After the assessment
A market assessment tells you where to go and how to win. When you are ready to act on it, Incognate can take that direction to market through our reach omni-channel approach, a separate Incognate service. Using the positioning and messaging you have approved, ‘reach’ runs market testing, outbound campaigns, nurture programmes and account-based marketing.
Talk to us
Tell us a little about the opportunity and we will come back to you to arrange a walkthrough or discuss a market assessment.
13 Upper High Street, Thame, Oxfordshire, OX9 3ER
From January 2027
Run and update your own market assessments with Corvinga. Leave your work email and we will let you know when platform licences are available.