Measure TAM coverage
The whole market that fits your ICP, against the part of it in your CRM, in pipeline, and worked this year. The untouched part is the plan.
The conversation
Sample accounts and numbers, for illustrationYouBuild the market of companies that fit our ICP by segment, match it company by company to our CRM, and show for each segment what share is in the CRM, in open pipeline, worked in the last twelve months, and never touched, then list the untouched companies that showed a signal this quarter with who should take them.
Unify3 checks · company data, CRM and activity
- Filtered company data to the ICP: industry, 200 to 2,000 employees, a support or operations stack from BuiltWith, and the regions you sell in.
- Matched every company to Salesforce by domain and set aside 310 duplicates and 140 records outside the ICP.
- Read open opportunities and activity in the last twelve months for each matched account.
Four thousand two hundred companies fit the ICP. Fifty-eight percent are in the CRM, nine percent are in open pipeline, and thirty-one percent have never been touched. Coverage is thinnest in mid-market manufacturing.
- 4,200
- companies fit the ICP
- 58%
- in the CRM matched by domain
- 9%
- in open pipeline
- 31%
- never touched 1,300 companies
The market is a list built from company data, not an estimate. Coverage is counted on matched companies, and the 450 set aside are listed with the reason.
YouWhich segments are thinnest, and what are the untouched companies doing?
UnifyMid-market manufacturing is 22% covered, and two thirds of its untouched companies had a signal this quarter. Enterprise software is 88% covered and mostly worked.
- 1Mid-market manufacturing22% covered
- 2Mid-market financial services41% covered
- 3Mid-market software57% covered
- 4Enterprise software88% covered
- Where the market is
- The team has worked enterprise software almost completely. The untouched third of the market is mostly mid-market manufacturing, where nobody has a territory.
- Signals in the gap
- Two hundred and seventy untouched manufacturers hired for operations, opened a plant or visited the site this quarter. That is a list, not a slide.
YouCut the same coverage by territory: which one has the most untouched high-fit companies?
UnifyCentral is the thinnest at 45% covered and holds 520 of the 1,300 untouched companies. West is the most worked at 68%.
| Territory | ICP companies | In the CRM | Covered | Never touched |
|---|---|---|---|---|
| Central · Sam | 1,250 | 560 | 45% | 520 |
| East · Chris | 1,400 | 830 | 59% | 430 |
| West · Ana | 1,550 | 1,050 | 68% | 350 |
Territories follow the assignment rules in Salesforce. Most of Central’s untouched companies are the manufacturers from the segment view.
YouWhich companies did we work more than a year ago that never entered pipeline, and which of them have changed since?
UnifySix hundred and ten companies were worked more than a year ago and never became an opportunity. One hundred and forty of them have changed since, which is a reason to go back.
- 610
- worked over a year ago never in pipeline
- 64
- now hiring for the team you sell to
- 41
- changed their support stack
- 35
- back on the website this quarter
Hiring is read from TheirStack, stack changes from BuiltWith and visits from Unify Intent. The other 470 stay where they are until something changes.
YouGive the untouched accounts with signals to the right reps and keep the coverage read current.
UnifyThe untouched accounts with a signal are ranked and assigned by territory, and the 140 stale accounts with a change go back to the rep who last worked them. Coverage reruns monthly, and the set-aside records are with RevOps.
Set up
- Two hundred and seventy accounts assigned By territory, ranked by signal, each with a verified contact. Reps see them in their queue as a separate list from their own book.
- Stale accounts reopened The 140 companies worked over a year ago that have changed since return to the rep who last worked them, with the change attached.
- Monthly coverage read The market is rebuilt and matched to the CRM on the first of each month, and the coverage by segment is written to the reporting view.
- Set-aside records to RevOps Three hundred and ten duplicates and 140 non-ICP records are listed for cleanup, not counted in coverage.
Coverage is a description of where the team has been. The untouched list is the only part of it that changes next quarter’s number.
TAM coverage, with and without Unify
Everyone has a TAM slide. Fewer have the list of companies on it that nobody has ever contacted.
| Without Unify | With Unify |
|---|---|
| TAM is a number on a slide, built once from a report and never joined to the CRM | The ICP market is built from company data, by segment, and matched company by company to the CRM |
| The team works the accounts it knows, and the market it has never touched stays invisible | Each segment shows what share is in the CRM, in pipeline, worked this year, or never touched |
| Coverage is guessed from the size of the CRM, which counts junk and duplicates | Coverage is counted on matched companies, with duplicates and non-ICP records set aside |
| The untouched segment is discovered when a competitor announces a customer there | The untouched companies with a signal this quarter are listed, ranked, with who should take them |
Start from this prompt
Make it your own in Unify, then review the results.
Build the market of companies that fit our ICP by segment, match it company by company to our CRM, and show for each segment what share is in the CRM, in open pipeline, worked in the last twelve months, and never touched, then list the untouched companies that showed a signal this quarter with who should take them.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- One segmentFor mid-market software companies in our ICP, how many exist, how many are in our CRM, and which untouched ones showed intent this month?Try in Unify
- By territoryWhat is our TAM coverage by territory, and which territory has the most untouched high-fit companies?Try in Unify
- Worked but staleWhich ICP companies were worked more than a year ago and never entered pipeline, and which of them have changed since?Try in Unify
How it changes by who you sell to
- Software
- Software TAM is usually defined by stack and size, and the CRM holds a fraction of it. Ask for the ICP market by stack and employee band, the share in the CRM, and the untouched companies with a signal this quarter.
- Financial services
- The market of banks, lenders and insurers is finite and public, so coverage is a real percentage. Ask for institutions by type and region, which are in the CRM, and which have never had a touch.
- Healthcare
- Health systems and providers are countable, and most are in the CRM already; the gap is by department. Ask for coverage by system and by the departments you sell to, since a covered system can have an untouched department.
- Manufacturing
- Manufacturers are counted by plant, and coverage by company hides uncovered plants. Ask for the market by plant location, the plants in the CRM, and the regions where coverage is thinnest.
- Professional services
- Firms are many and small, so the ICP filter matters more than the count. Ask for firms by practice area and size band, the share worked in the last year, and the practices where nobody has written at all.
Next in pipeline intelligence and coaching
+2Activity versus fitCheck whether reps work the right accountsActivity is easy to count. Whether it landed on accounts that fit the ICP and showed intent is the question, and the answer is different for every rep.
+2Coverage gapsFind pipeline coverage gapsCoverage by rep, segment and territory against the number, and the accounts that could fill each gap, so the fix is a list of names rather than a bigger target.- +2Pipeline driversFind what drives outbound pipelinePipeline broken down by signal, persona, segment, channel and rep, from the CRM and the outreach records, so the next quarter is planned on what worked rather than on what felt busy.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
Questions about this workflow
Where does the market come from?
From company data included with Unify, filtered to your ICP criteria: industry, size, stack from BuiltWith and TheirStack, region and whatever else you set. It is a list of companies, matched to the CRM by domain, not a top-down estimate.
What does worked mean?
Any logged activity in the last twelve months in the CRM or in Unify: an email, a call, a sequence enrollment or a meeting. A company with a CRM record and no activity counts as in the CRM but not worked.
How accurate is the coverage number?
As accurate as the ICP definition and the CRM's domains. Duplicates and non-ICP records are set aside and listed, and the match rate is shown, so a low coverage figure can be checked against the data behind it.
How is this different from pipeline coverage gaps?
Coverage gaps start from quota this quarter and find the accounts to fill the shortfall. TAM coverage starts from the whole market and shows which parts the team has never touched, whatever the quarter's number is.