Define your TAM before you build a list
A wrong list cannot be fixed with better copy. Here is how we agree who fits before any data is collected.
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Notes on target companies, buying signals and outreach.
Practical notes from the work we do for B2B sales teams: how to define a market, read a signal and set up outreach your team can stand behind.
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Define your TAM before you build a list
A wrong list cannot be fixed with better copy. Here is how we agree who fits before any data is collected.
Read the postIn this post
- Start with the customers you already have
- Write the exclusions down
- Name the buyer roles
- Split the market into segments and tiers
- Check a sample before building the whole list
- Keep it in one place
ALL POSTS
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Each post comes from work we do every week: mapping markets, tracking signals and running outreach for B2B teams.
What makes a buying signal worth acting on
Not every company change deserves a message. Five checks we run before a signal triggers outreach.
Read the postWho approves, who replies: setting up the outreach handoff
Managed outreach breaks at the handoffs. Agree them before the first campaign goes out.
Read the postBROWSE BY TOPIC
Three topics. One system.
The posts follow the same order as the work: decide who fits, know when to reach out, then agree how outreach runs.
TAM
Who to sell to: ICP criteria, exclusions, segments, tiers and buyer roles.
Signals
When to reach out: which company changes matter, and what to do with them.
Outreach
How campaigns run: approvals, replies, reporting and what you keep.
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