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The working companion to How to Build Your Commercial TAM: A Do-It-Yourself Commercial Market Report. The guide explains the five layers of a commercial total addressable market (TAM). This is where you fill them in.
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Get your own copy
Each account's Fit x Risk x Signal score and your ranked Top 20 fill in for you. Type into the fields, tick the boxes, and fill the table at the bottom. When it is full, that table is your call list.
Read the guide first if you have not. This assumes you already know what the five layers are for.
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Before anything else, decide what ground you can actually reach fast. Write it down so a new rep could read it back to you. If you run more than one location, copy this section and do it once per location.
Location or branch:
Boundary type (drivable radius, or a set of zips and counties):
The boundary, written out:
Drive time to the far edge:
Draw two lines. Drive time and license classification answer different questions and they do not land in the same place. Drive time tells you who you can physically reach inside the response window you are willing to commit to in writing. License classification tells you who you are legally allowed to perform for and collect from. Draw both, then work the overlap. Where the drivable line runs past the licensed one, that ground is off the map until you license into it. Where the licensed line runs past the drivable one, that is real market you are choosing not to serve yet, so write it down instead of forgetting it exists.
States and counties inside the drivable line:
States where I hold the license classification each scope I sell actually requires:
The gap between the two lines, and what I am doing about it:
Size it in rings. Count each piece on its own, because they behave like different markets.
Home county:
Within 25 miles of headquarters:
Within 50 miles: