Worked: Size A Realistic SOM
Calculate a realistic obtainable market for a business-development plan.
The team has a huge TAM but no first-year obtainable revenue case. TAM → SAM → SOM The trap is treating total market size as proof that near-term BD investment will pay back. TAM Start with the total category: $8B. This earns attention but does not yet guide action. SAM Narrow to the serviceable slice: mid-market firms in two regions using compatible systems, worth $180M. SAM adds product, channel, and geography constraints. Reachable accounts Identify 220 accounts reachable through existing data and one partner. Reachability turns market theory into a BD list. SOM Estimate 40 engaged, 10 pilots, 5 paid…
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