Purpose
- Anchor TAM/SAM/SOM in real traction metrics — revenue, retention, and velocity.
- Prove SOM is big enough to matter, small enough to dominate.
- Demonstrate CEO + leadership capacity to direct execution across sales, onboarding, support, and finance.
- Shift focus to segments with the best mix of conversion, retention, and profitability.
When to Complete
- After first paying customers or pilots convert successfully.
- Once GTM channels and onboarding are functioning without major breakdowns.
- Before ramping headcount, funding, or marketing spend significantly.
Proof Sections
Market Reality, With Customers in Production
Who is consistently buying, using, and renewing?
- B2B SaaS – “Win rate ≥ 25% in financial services vertical; 60% of new clients expand to multi-seat within 90 days.”
- B2C CPG – “Velocity ≥ 8 units/store/week across 40 retail locations; top 2 geos drive 70% of reorders.”
- Services – “4 of 6 retained clients expanded scope within 6 months; NPS consistently above 50.”
TAM / SAM / SOM (Traction Lens)
- TAM — Context only; keeps the “big picture” alive.
- SAM — Expanded by ops, channel reach, or product depth.
- SOM — The launch zone. Are win rates rising? Retention stable? Unit economics improving? If SOM isn’t showing repeatable wins, fix it or pivot.
Access Strategy (Leadership Signal)
Is leadership visibly creating market momentum?
- B2B SaaS – CEO/execs driving 30% of pipeline through events, PR, and warm intros.
- B2C CPG – Founder presence at trade shows → retailer expansion.
- Services – Exec-led case studies securing enterprise accounts.
Talent & Partner Pull (Company Magnet Test)
Is the market strong enough to attract more than customers?
- B2B SaaS – Channel partners requesting integration.
- B2C CPG – Distributors offering favorable terms for exclusivity.
- Services – Large advisory firms initiating partnership talks.
Execution Requirements
- CRM segmented for SOM tracking with conversion + retention by cohort.
- Sales + marketing focused on top-performing ICP segments.
- Onboarding + support scaled to handle rising demand.
- GTM + ICP plan refreshed quarterly with live traction data.
Domain Adaptability: Universal
Prove you can dominate a market slice with real customers and economics.
- B2B SaaS — SOM win rate ≥ 25%, sales cycle ≤ 90 days, expansion revenue ≥ 30% of ARR.
- B2C CPG — Velocity ≥ 8 units/store/week, reorder rates > 70%, geographic SOM concentration.
- Services — ≥ 60% client expansion within 6 months, case studies fueling referrals, leadership securing enterprise accounts.
Expected Output
- Updated TAM/SAM/SOM chart with live traction data.
- SOM-level performance metrics (conversion, retention, LTV, CAC).
- Clear statement: This is a market worth winning — and we’re winning it.
- Segment strategy doc with owners + next-step actions.
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Optional Enhancements (Pro-Level Execution)
- Segment Heatmap — conversion, retention, and LTV visualized.
- Win/Loss Analysis — codify why deals close or fail, by ICP.
- Leadership Market Map — where exec visibility is driving measurable pipeline.
- Expansion Trigger — predefined metrics that greenlight entering the next segment.