The Martec Group

05/28/2026

Martec Director Emily Bielak appeared on the Bullhorns & Bullseyes this week to share how brands can learn, understand, and leverage the emotional drivers that decide customer preference, convert customers into advocates, and elevate advocates to “apostles.”

Check out an excerpt below. The entire conversation can be watched here or found wherever you get your podcasts:

https://martecgroup.com/emily-bielak-invited-on-podcast-to-offer-customer-experience-insights/

05/11/2026

📅 Last chance to register for Thursday’s live webinar: “Knowing Where to Play (And What it Takes to Win)” — May 14 at 11:00 a.m. Eastern.

https://martecgroup.com/webinar-knowing-where-to-play-and-what-it-takes-to-win-a-live-market-sizing-learning-workshop/

We’ll cover:

• Why market size estimates often vary—sometimes dramatically—depending on the source
• How to challenge assumptions and reconcile conflicting market data
• How to move beyond a single estimate and develop a more reliable view of the opportunity
• Where growth opportunities tend to hide inside larger markets
• How companies evaluate expansion, new markets, and acquisitions with greater confidence

→ Even if you can’t attend live, I’d encourage you to register, because every registrant will receive:

📺 The full video replay
📘 Our 96-page playbook: Understanding Markets in Motion: A Playbook for Growth
📊 The presentation slides

This session is specifically designed for leaders involved in:

• Growth strategy
• Market expansion
• Product development
• Corporate development and M&A
• Strategic planning

💬 We look forward to having you join the conversation. And if there’s a specific question about market dynamics or growth opportunities you’d like us to cover, drop it in the comments below. We will do our best to incorporate it into the session.

Join us for a live learning session, “Knowing Where to Play (And What it Takes to Win),” on Thursday, May 14th at 11 a.m. EDT. Register to attend here and download a preview of the session’s study guide, a 96-page playbook available to anyone who registers to attend.

05/06/2026

"Winning" is about more than just knowing what it takes to gain market share. It's about knowing where to play in the first place. And why...

Whether you are evaluating a market your company currently is in, will be soon entering, or is considering for potential growth, there is a lot at stake. Misunderstanding the size of your target market or miscalculating the potential upside gain or downside risk associated with a given market opportunity can have significant ramifications on the future of your business.

Our webinar next week, on Thursday, May 14th, is designed to arm you with the three critical, foundational pieces your team will need to ensure that your next growth strategy is rooted in truth, the whole truth, and nothing but the truth.

If you're evaluating where and when your next best opportunity to unlock growth may be, we invite you to attend "Knowing Where to Play (And What it Takes to Win)."

Learn more and register at the link below.

Join us for a live learning session, “Knowing Where to Play (And What it Takes to Win),” on Thursday, May 14th at 11 a.m. EDT. Register to attend here and download a preview of the session’s study guide, a 96-page playbook available to anyone who registers to attend.

04/28/2026

📅 Registration is now open: “Knowing Where to Play (And What it Takes to Win)” — a live webinar on May 14 at 11:00 a.m. Eastern.

https://martecgroup.com/webinar-knowing-where-to-play-and-what-it-takes-to-win-a-live-market-sizing-learning-workshop/

Many leadership teams today are asking the same strategic questions: Do we actually understand our market…or where the next opportunity lies?

That’s why Martec is hosting a live learning session, a webinar that will focus on how companies can develop a clearer, more reliable understanding of market opportunity and use that clarity to guide strategic decisions.

During the session, we’ll explore:

• Why market size estimates often vary significantly across sources
• The limitations of relying on a single method or dataset
• How to challenge assumptions and test market hypotheses
• How to evaluate growth opportunities within and across markets
• How a triangulated approach to market sizing provides a more complete picture of opportunity

Rather than treating market sizing as a static number, this session introduces a more strategic approach, one that helps leaders understand:

• Where markets are evolving
• Which segments are expanding
• Where meaningful opportunity exists

🎯 This discussion is especially relevant for leaders involved in:

• Growth strategy
• Market expansion
• Product development
• Corporate development and M&A
• Strategic planning

Even if you can’t attend live, we invite you to register anyway. All registrants will receive:

📺 Full webinar replay
📘 A 96-page eBook: Understanding Markets in Motion: A Playbook for Growth
📊 Presentation slides
➕ Additional supporting resources

💬 We look forward to the conversation. And if there’s a specific question about market dynamics or growth opportunities you’d like us to cover, drop it below. We will do our best to incorporate it into the session.

04/21/2026

There is a number that appears in nearly every investment thesis, growth plan, and board presentation: the total addressable market. It is also, in a significant share of cases, wrong...

It is cited with confidence, displayed in slides, and used to justify headcount decisions, acquisition multiples, and capital allocation.

When it's wrong, it's not just wrong in a minor, rounding-error way. It's wrong in a way that sends a company chasing a market that doesn’t exist at the scale assumed or worse, ignoring a market opportunity that is far larger than their current definition allows.

The consequences are real: capital misallocated, growth theses that fail on contact with actual customers, and deals that look considerably less attractive 18 months post-close than they did in the data room.

The problem isn’t that companies lack a market size estimate. It’s that most have exactly one: a single number, from a single source, validated by nothing but the authority of whoever published the research report.

That is not a TAM. That is a placeholder dressed up as a fact.

CONTINUE READING below to learn how Martec Partner Ken Donaven and Senior Project Manager Tatyanna Dadabbo answer a fundamental but critical question:

👉 "What separates a market size you can defend from one you just cite?"

The problem isn't that companies lack a market size estimate. It's that most have exactly one — a single number, from a single source, validated by nothing but the authority of whoever published the research report. That is not a TAM. That is a placeholder dressed up as a fact.

04/21/2026

📅 Save the Date: May 14 at 11:00 a.m. Eastern. Here’s why…

On May 14, we’ll be hosting a live learning session, “Knowing Where to Play (And What it Takes to Win).”

In it, we’ll address some of the most common questions we’re hearing these days about market sizing, growth, and opportunity.

JOIN THE WAIT LIST AT THE LINK BELOW so as not to miss the official announcement with registration details.

This session will focus on how companies can develop a clearer, more reliable understanding of market opportunity…and use that clarity to guide strategic decisions.

During the webinar, we’ll discuss:

• Why market size estimates often vary significantly across sources
• The limitations of relying on a single method or dataset
• How to evaluate growth opportunities within and across markets
• How a triangulated approach to market sizing can provide a more complete picture of opportunity

Rather than treating market sizing as a static number, this session will introduce a more dynamic approach—one that helps leaders understand:

• Where markets are evolving
• Which segments are expanding
• Where meaningful opportunity exists

🎯 This discussion is particularly relevant for leaders involved in:
• Growth strategy
• Market expansion
• Product development
• M&A decision-making

👉 Join the waitlist and save your spot here: https://martecgroup.com/coming-soon-knowing-where-to-play-and-how-to-win-a-live-webinar-and-learning-workshop

Additional details will be shared soon.

Our live learning session, “Knowing Where to Play (And What it Takes to Win),” will be announced soon. Join the waitlist below to reserve your spot or to receive updates when details are announced. Looking for a sneak peek? Download a preview of the session’s study guide, which will be a 96-pa...

12/22/2025

11/11/2025

The Martec Group is pleased to announce the launch of our new website, and we invite you take a tour (link below in the comments)!

The new reimagined experience places additional emphasis on our Insights—helpful analysis and timely guidance, delivered from our subject matter experts who bring a diversity of experience, specialty, industry focus, and methodology mastery.

We’d love to hear your thoughts and feedback in the comments!

10/09/2025

"So what? Now what?"

A company has invested in market research—data, analysis, and recommendations—yet the path to actually prioritizing and executing on those insights isn’t immediately clear to them. That's where our team prides itself on delivering the greatest value...

As Director Emily Bielak explores in her latest contribution to our Insights resource library, "Data without direction, after all, is only telling the client what’s happened in the past. To truly supercharge our research work, the true value is providing data-informed intelligence on what to do going forward!"

Our recently announced partnership with Allovance allows us to provide additional tech-enabled horsepower and science-backed brainpower into the strategic planning work we do for our clients.

👉 CONTINUE READING "How We’re Leveraging Allovance to Supercharge Strategic Market Research" to learn how this partnership enhances our ability to turn research into results.

For organizations navigating complex decisions—whether in Private Equity, corporate development, or strategic planning—this collaboration gives us a powerful new way to help even more and have even greater impact.

At the end of the day, what we’re delivering is confidence. Confidence that you’re investing in the right initiatives, confidence that your team is aligned, and confidence that you have a roadmap to reach your goals.

Our partnership with Allovance allows us to provide additional tech-enabled horsepower and science-backed brainpower into the strategic planning work we do for our clients.

05/20/2025

The Martec Group is celebrating 40 years in business this year! Learn all about our humble beginnings in a fish factory in Chicago...hear first-hand accounts of the humorous anecdotes that have come along the way...and explore the innovations our team continue to pursue and perfect year in and year out.

It's been a fun and fulfilling four decades. Here's to what's next, and many more to come!

Celebrating four decades in business, today with nearly 30 employees and more than 7,000 successful projects completed, The Martec Group is recognized as an innovative firm big enough to take on significant challenges, while remaining small enough so that each project receives senior-leadership over...