TAM, SAM and SOM
- TAM (total addressable market): every organisation that could use your product.
- SAM (serviceable available market): the part of TAM you can actually serve, given your regions, languages and product fit.
- SOM (serviceable obtainable market): the share you can realistically win in a set period.
A bottom-up method
- Define your ideal customer profile: industry, size, region and technologies.
- Count matching companies using firmographic and technographic filters.
- Count decision-makers in the roles that buy from you.
- Multiply by average contract value to estimate revenue potential.
- Apply realistic constraints to move from TAM to SAM and SOM.
Why bottom-up beats top-down
Top-down estimates start from broad industry reports and are hard to act on. Bottom-up counts give you an actual list of accounts and contacts your team can reach.
Turning the count into a plan
Split your SAM into segments and territories, prioritise the best-fit segments, and request a custom list for the first wave.
Frequently asked questions
Can you provide counts before I buy?
Tell us your target criteria and we can discuss the likely size of your market and recommend a starting scope.
Should TAM include companies already using a competitor?
Yes. Competitor users are often your best-fit prospects; technographic data helps identify them.