Leadership saw that MachineryCo has strong industrial filtration technologies, but lacked a clear view on which end-application markets to focus on for growth. Market knowledge existed across teams and past studies, but it was fragmented and difficult to compare across applications and regions.

At the same time, some application markets were growing quickly (such as battery materials and biofuels), while others continued to drive volume. Without a single, fact-based view, it was difficult to understand which markets mattered most and where MachineryCo had the strongest chance to win.

With commercial teams focused on daily sales activities, a simple and structured approach was needed to assess application markets, set priorities, and define focus areas without disrupting ongoing operations.