You have probably heard of a Total Addressable Market (TAM), but how about the less commonly discussed Total Reachable Market (TRM)?
It’s an important concept that will have big implications on how GTM teams ‘do more with less’ in this economic cycle that requires tough choices.
What is your Total Reachable Market?
TRM refers to the portion of the market that a business can realistically reach and sell to. TRM takes into account factors like the company’s resources, sales and marketing capabilities, and competition.
It also takes into account intent and interest data, amongst other data sets.
TRM is a more realistic estimate of revenue potential, as it accounts for the limitations of the business in terms of its ability to reach and serve customers.
TRM can help GTM teams focus their efforts on the most ‘getable’ or desirable segments of their markets and to develop a more focused buyer personalization strategy.
How does your TRM impact content strategy?
Here’s a hint. According to Gartner and Forrester, companies with lifecycle personalization grow 2x faster. These companies win because they focus on the buyers they can reach and influence.
We have to identify the most effective channels for engaging with the highest probability prospects. In a resource constrained environment, narrowing our focus to broaden our appeal is the mindset GTM teams must have.
What are some things we can do?
- Segment your market: Segment your target market into smaller, more specific groups. This will help to focus your efforts on the most convertible segments and develop a more targeted approach to reaching them.
- Use intent and competitor data: There is no shortage of tools, like ZoomInfo, Bombora, and others that will help you better understand your target market – their needs, preferences, and behaviors. Use this data to meet them where they are and tailor your efforts to reach your prospects more effectively.
- Ensure messaging and content strategy is aligned across all your teams: A clear value proposition that is focused on your buyers ‘why, ’ aligned across all the channels your customers may interact with you in, is critical. The buyer journey is not linear, and if you aren’t aligned across all those touchpoints, you will confuse your market and waste your limited resources in the process.
We are in uncertain times and uncertainty often leads to paralysis and internal discord. Here’s the good news – we control who we target and how we go about reaching them.
Combining that focus with clear and consistent messaging that is aligned across all our GTM teams, and is continuously monitored for efficacy, will lead to better, more predictable outcomes. No matter what economic cycle we find ourselves in.