https://revenuearchitects.com/wp-content/uploads/2019/04/shutterstock_719944354-scaled.jpg 864 2560 John Stone https://www.revenuearchitects.com/wp-content/uploads/2013/08/RA_logo-300x137.png John Stone2019-04-11 10:24:392020-06-03 13:45:36Measuring Total Addressable Market – TAM and Active TAM
The first dimension in constructing a Revenue Architecture is Markets and Buyers. The output includes the identification of the Total Addressable Market (TAM).
Once we have made a market selection – considering market strengths and weaknesses, offering portfolio and a range of competitive and market forces, we can measure TAM. TAM works particularly well in B2B and account-based marketing, but it is useful as well in B2C. Here are some ways we think about TAM linked to S.M.A.R.T goals and as input for funnel analysis and segmentation for targeted buyer engagement.