From theoretical TAM to workable TAM
A market-size estimate can be commercially interesting while saying little about whether a sales team can act. This planner treats TAM as an operating funnel. It removes known exclusions, applies your qualification rate, applies contact-data coverage, and then discounts partial buying-role coverage.
The formulas
Available accounts equal candidate accounts minus existing and excluded accounts. Qualified accounts equal available accounts multiplied by the qualification rate. Contactable accounts apply the data-coverage rate. Activation-ready accounts apply the share of required buying roles currently covered. Months to work divide activation-ready accounts by monthly account capacity and round up.
Improve the weakest layer first
A low qualification rate may be perfectly healthy if sourcing began broadly. Poor data coverage calls for a better enrichment contract. Weak role coverage means one email address is being mistaken for an account. A long activation horizon may mean the market needs tiers rather than more volume.
Define the rules with the ICP Qualification Rule Builder, then read the field guide to TAM mapping for outbound.
Map the real market
Want the account universe behind the number?
In a GTM Engine Review, we map the ICP, coverage gaps and workflows required to turn a theoretical market into an operated one.
Book your GTM Engine Review