Product Adjacency Mapping

Product adjacency mapping is a strategic method used to identify which SaaS products, tools or services are most commonly purchased, adopted or used together. It helps organizations uncover complementary solutions that naturally support co-selling and co-marketing efforts. Instead of relying on anecdotes or informal partner feedback, product adjacency mapping uses data to understand real customer purchasing patterns, workflow dependencies, integration usage and ecosystem behavior.

This approach typically pulls from customer usage data, CRM records, integration activation metrics, customer interviews, intent signals and historical deal patterns to reveal which products tend to cluster together. The resulting “adjacency map” shows where customer demand overlaps.

For example, it may highlight that buyers of a CRM often adopt a document automation tool or analytics platform soon after. These insights help vendors and partners prioritize partnerships, build more relevant bundles, strengthen marketplace positioning and uncover high-value co-selling opportunities.

In partner ecosystems, product adjacency mapping guides teams toward joint go-to-market investments that align with customer needs and partner capabilities. When applied effectively, it increases deal velocity, improves customer value and supports more predictable revenue growth across the ecosystem.

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