Summit US Sessions MOS_Open The Floodgates to Power Your Waterfall

Target Demand: Open the Floodgates to Power Your Demand Unit Waterfall™

Tuesday May 7, 2019 | 2:35 PM - 3:15 PM

Speaker(s):  Kerry Cunningham

Focus: Operationalize

Priorities: Measurement and Analytics

Total addressable market (TAM) estimates feed target demand in the Demand Unit Waterfall. But many companies don’t quantify the number of possible target organizations, the number of demand units, or the value of the potential business that exists in each segment. This session will describe the estimation process, highlight data sources, and present necessary calculations that will make target demand a valuable part of the Demand Unit Waterfall

In this session you will learn:

  • A useful approach to estimating TAM for each market segment
  • Consistent estimates of detailed market size to support planning in all functional areas – marketing, sales, product, finance, corporate
  • Meaningful prioritization of market segments and accounts supports resource allocation, equitable goal setting and accurate performance measurement
  • Functional alignment to common goals facilitates planning and optimizes execution