StrategyResearch

Total Addressable Market (TAM)

The total revenue opportunity available if a product achieved 100% market share of its target market.

TAM (Total Addressable Market) represents the full revenue opportunity if you captured every potential customer in your target market. SAM (Serviceable Addressable Market) is the portion you can realistically reach given your go-to-market model. SOM (Serviceable Obtainable Market) is what you can actually win in the near term given competitors and constraints. TAM is used in investor pitches and strategic planning — SOM is what matters for GTM planning.

Related terms

Market Segmentation

The process of dividing a broad target market into subgroups with shared characteristics, needs, or behaviours.

Ideal Customer Profile (ICP)

A detailed description of the type of company most likely to buy, succeed with, and expand your product.

Go-to-Market Strategy (GTM)

The plan that defines how a company will launch a product or enter a market — including audience, messaging, channels, and motion.

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