Market Sizing, ICP Design, and Segmentation
Turn GTM strategy into pipeline growth leveraging AI-driven TAM/SAM/SOM market analysis and ICP design with account-level details to focus marketing and sales resources where opportunity is the greatest.
Overview
Market sizing analysis is a process to estimate the total potential of product/service revenue within a specified region and period, as well as considering product/service and company capabilities. It typically comprises TAM, SAM, and SOM assessment.
HG’s Market Analyzer delivers precise, data-driven market sizing through our proprietary IT spend projections and comprehensive company database. Users can define their Total Addressable Market using forward-looking spend forecasts, refine their Serviceable Available Market with industry and geographic filters, and identify their Serviceable Obtainable Market using technology installation data and company characteristics that only HG can provide.
Define TAM
Forward-looking spend forecasts to define your Total Addressable Market with precision.
Refine SAM
Use industry and geographic filters to identify your Serviceable Available Market.
Identify SOM
Leverage technology installation data and company characteristics to find your Serviceable Obtainable Market.
Customer Challenges
Lack of Current, Accurate Market Data
Most companies struggle to define their true market opportunity because TAM, SAM, and SOM analyses are often outdated, misaligned, or driven by assumptions – not data.
Wasted Resources
Poor market analysis creates a ripple effect of missed revenue, wasted resources, and failed strategies across go-to-market, sales, executive, and investor teams.
Slow Analysis and Market Response
Market planning is too slow and high-level → GTM pivots are delayed → resources get misallocated to shrinking markets → growth stalls and competitors gain share.
Failing Go-to-Market Execution
Poorly defined Ideal Customer Profiles (ICPs) due to insufficient data and analytical tools lead to inaccurate ICPs that derail campaigns and misalign teams, reducing pipeline velocity and wasting millions in spend.
Targeting Bad Customers
Marketing focuses on wrong accounts, reps chase the wrong accounts, and conversion rates plummet. This causes an inflated pipeline full of low-probability deals; revenue targets are missed and/or existing poor-fit customers churn.
Who It's For
Strategy Teams
Head of Corp Strategy, Sales Strategy
Build data-driven market strategies and identify growth opportunities with confidence.
Revenue Operations
CRO, VP/Head of RevOps, Sales Operations
Align revenue processes with market reality and improve forecasting accuracy.
Marketing Leadership
CMO, Head of Marketing, VP Product Marketing
Focus marketing spend on high-value segments and optimize campaign targeting.
Product Management
Head of Product, VP Product, Director Product Management
Validate product-market fit and prioritize feature development based on market data.
Data Leaders
Head of DataOps, CDO, CIO
Integrate market intelligence into enterprise data infrastructure for strategic decision-making.
Key Features
Global Market Analysis
Delivers a high-level view of total available market size, segmented by geography and spend.
Segment Analysis
Provides deep analysis of IT spend, technology installs, and firmographic data to identify market opportunities in specific segments.
Account-Level Granularity
Enables users to drill down from market-level views to account-level insights, supporting precise targeting and sales prioritization.
Spend Dynamics Visualization
Offers tools to compare and cross-analyze markets, revealing where budgets and spend concentrations create unique opportunities.
Real-Time Trend Analysis
Uses AI to surface trends and market changes over time, aiding strategy alignment and competitive positioning.
AI-Driven ICP Definition
Employs AI-driven analytics and visualization tools for easy, granular ICP definition, hypothesis testing, and iterative refinement.
How It Works
Define Your Total Addressable Market (TAM)
Select relevant IT spend categories from HG’s 140+ category taxonomy and apply custom percentage allocations to reflect your specific solution focus, guided by our Co-Pilot’s intelligent recommendations based on your product description. Our proprietary 12-month forward-looking spend projections provide market size calculations that reflect actual customer budget reality rather than survey-based estimates or static industry reports.
Refine Your Serviceable Available Market (SAM)
Choose between a top-down approach (manually selecting target industries and geographies) or bottom-up analysis (leveraging your Ideal Customer Profile insights to identify where you’re already succeeding). Our Co-Pilot assists with industry and geography recommendations while real-time market size calculations update automatically as you refine your strategic focus areas.
Identify Your Serviceable Obtainable Market (SOM)
Define company size parameters and technology requirements using either strategic targeting criteria or data-driven insights from your customer analysis, with Co-Pilot guidance on optimal parameters. HG’s verified firmographic data and technology installation intelligence help you identify companies that match your ideal customer profile and can realistically be served by your solution.
Analyze Market Insights and Opportunity Segments
Access interactive visualizations that break down your market opportunity by industry, geography, company size, and competitive presence, with the ability to switch between TAM, SAM, and SOM views instantly. Export detailed company lists for each market segment and leverage these foundational market definitions to drive competitive analysis, whitespace identification, and strategic resource allocation across your entire go-to-market strategy.
Unique Advantages
Bottom-Up TAM/SAM/SOM
Built from company-level technographics, not analyst guesswork. Move easily between market-level analysis and account-level dynamics.
AI-Powered Co-Pilot
Guides users through configurations fast, making complex market analysis accessible to all team members.
Accurate Segmentation
Accurately segment, prioritize, and target opportunities with the highest growth potential via flexible filtering and customizable IT spend categories.
Higher Conversion Rates
Enables highly targeted sales and marketing campaigns that drive higher conversion rates and maximize lifetime value by focusing efforts on accounts with the highest propensity to buy.
Reduced Waste
Reduces wasted resources on low-fit accounts by identifying and prioritizing only the best prospects aligned with strategic goals and product-market fit.
Business Impact
Hit Revenue Targets
Targets are achieved on time, satisfying both reps and sales leadership with realistic, data-driven goals.
Increased Forecasting Accuracy
RevOps can define achievable business goals with more accurate timeframes based on real market data.
Optimized Spend
Sales and Marketing budget is focused on the right fit accounts, generating cost-effective leads.
Consistent Performance
Companies see scalable growth as best practices for reps are systematized for each accurately defined ICP.
Greater Efficiency
Aligned ICPs across teams leading to more qualified opportunities entering the pipeline with consistent coverage.
TOFU Momentum
Precise targeting of accounts drives momentum in opportunity creation as MQLs convert to SQLs.
Ready to Transform Your Market Analysis?
See how HG Insights can help you define your TAM, SAM, and SOM with precision and activate your ideal customer profile.
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