{"id":48106,"date":"2025-10-09T12:15:40","date_gmt":"2025-10-09T16:15:40","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?p=48106"},"modified":"2026-02-17T11:21:11","modified_gmt":"2026-02-17T16:21:11","slug":"how-to-build-a-winning-total-addressable-market-tam-insights-from-a-paid-media-operations-manager","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/how-to-build-a-winning-total-addressable-market-tam-insights-from-a-paid-media-operations-manager\/","title":{"rendered":"How to Build a Winning Total Addressable Market (TAM): Insights from a Paid Media Operations Manager"},"content":{"rendered":"

Developing a data-driven Total Addressable Market (TAM) is essential for sustainable growth. As a Paid Media<\/a> Operations Manager, I’ve learned that a successful TAM strategy isn\u2019t simply about identifying anyone who <\/span>can<\/span><\/i> become a customer\u2014it\u2019s about understanding what type of customers <\/span>are most likely to turn into revenue<\/b>. Here’s my detailed, practical guide to creating an effective TAM, using insights and examples from our approach at Directive.<\/span><\/p>\n

Step 1: Compile Your 1st-Party Data<\/b><\/h3>\n

Begin your TAM strategy by gathering your first-party pipeline data\u2014information you already have within your CRM. At a minimum, you\u2019ll want to look at all closed-won, but it can also be valuable to include closed lost, allowing you to dig into close rates later.\u00a0<\/span><\/p>\n

Create and export a report that includes the company name, company URL, opportunity stage, and total contract value as a starting point.\u00a0\u00a0<\/span><\/p>\n

Step 2: Enrich Your Data<\/b><\/h3>\n

Now you\u2019ll need to enhance your first-party data through a data provider such as Zoominfo. Enhancing your data provides more context to the companies in your pipeline<\/a> and allows you to understand which specific data points correlate to more revenue for your business.\u00a0<\/span><\/p>\n

You\u2019ll get insights such as department budgets, primary\/sub-industries, employee ranges, revenue ranges, and more! These new pieces of data shed light on your pipeline and will help you identify trends that correlate to revenue for your company.\u00a0<\/span><\/p>\n

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Step 3: Pivot, Pivot, Pivot!<\/b><\/h3>\n

Running pivot tables will help you hone in on data points that may be valuable for your business. Identifying these will become the building blocks of your TAM. Let\u2019s take a look at an example where we look at a customer’s data as it relates to employee range:<\/span><\/p>\n

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We can see above that while the majority of the opportunities are coming from companies with 1,000 – 4,999 employees, the bulk of actual closed won revenue comes from companies with over 10,000 employees (and look at how much more lucrative they are, too).\u00a0<\/span><\/p>\n

Rather than try and build a target account list appealing to everyone, this TAM would focus specifically on companies with over 10,000 employees; the data tells us these are our <\/span>best-fit<\/b><\/a> customers.\u00a0<\/span><\/p>\n

Don\u2019t stop there, though! We need to continue looking at other data points and their correlation to closed won revenue. Other data points we like to explore within our pivot tables that often give us a clear direction of what to focus on are:<\/span><\/p>\n