Total Available Market (TAM) references the revenue opportunity for a particular product, service, or sector. Today, CMO’s rely heavily on the Total Addressable Market (TAM) metric to inform their strategy. While TAM is helpful in informing high-level strategy, it is often difficult to action upon.
For example, the International Data Corporation predicts “The worldwide Internet of Things Ecosystem and Trends market continues to see broad interest and momentum, with an expected market size of $1.4 trillion in 2021.”
Impressive stat? Yes.
High-level value? Yes.
Distinctly actionable content? No.
To drive optimal conversions and qualified leads, the Marketing strategy must be based in deeper analysis. At Segmentation Analytics, we use Account Segmentation to enable CMO’s and Marketing organizations to hit their number.
What is Account Segmentation?
Not all accounts are created equally, nor is their spending consistent every year. If you cannot rank accounts best to worst on revenue potential and propensity to buy, you might as well be shooting into the air.
Properly executed account segmentation analysis allows you to target high value customers and prospects. Other departments will also be impacted. Sales will focus selling time on high propensity-to-buy accounts, maximizing return on investment (ROI). Product Development will more accurately determine who to target with products and services. Sales Operations will optimize territory design, compensation plans, and quotas.
How to Implement?
There is a five-step segmentation analysis process that you can use to educate your marketing team. Once they grasp the process, they will begin to comprehend its importance.
1. Review current customer and prospect data – collect data on current customers (spend, size, industry, employee count, products purchased, etc.).
2. Conduct expert panel and market research – select successful marketing and sales people to help prioritize the factors most important to a customer likely to buy, and they amount they will spend.
3. Complete data analysis and modeling – collect additional information, including: suspect list, opportunity list, and third-party data. Collaborate with database owners to eliminate unreliable information. Match existing customer and prospect database with firmographic information to fill the gaps.
4. Determine propensity-to-buy factors and define the Ideal Customer Profile – rank the top 4 factors most important in identifying a potential customer. Convene an expert panel to assign weights to the top factors according to relative importance. Calculate potential spend for each customer segment.
5. Calculate potential and score prospects across factors – quantify the sell-to-market. Then determine potential per segment and prioritize target markets. Implement business rules for marketing coverage.
At the end of this five-step process, you will have valuable, actionable input to your Marketing strategy. A TAM metric, while valuable at a high level, is unactionable. However, through detailed Account Segmentation, a Marketing organization can surpass conversion and qualified lead goals, while also driving ROI improvements across the company.