I like to use the top down allocation based on our strategic intent as it is really representing who we are and what we would like to be. It is a judgement and not based on feedback of customers.
If we see an opportunity in a new market, we put resource into it, and we don't ask our customers as we don't have any customer. We may make decision at this level based on the market potential and may be based on the competition landscape, but not on "project prioritization".
Sometime "who we are" plays a role as even though a market is attractive, if we don't have resource or won't be able to attract resource, we are not the right people to fulfill the demand.
I like the tradition approach as BCG matrix. It is good to evaluate the product portfolio but can be used for product use case as well.
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