TAM, SAM and SOM for B2B SaaS: build them from your CRM, not a slide
11 min read Updated
GTM Launch Programme
Your first GTM system, built before you have sales history.
We research and size your market, set up your CRM and first plays, then re-score once real deals close.
Book a 30-minute GTM diagnosis
About 10 weeks · quoted after a 30-minute diagnosis
The situation
Most GTM advice starts with your past wins. You don't have any yet.
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Your ICP is a best guess.
A few pilot customers, a lot of opinions, and nothing in the CRM to test them against.
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Your list is too wide.
Without a scored market, outreach goes to everyone who might fit, and the budget goes with it.
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The founder is still the sales team.
Every hour spent building lists is an hour not spent closing the first deals.
What you get
Ten weeks, in the order you need it.
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Weeks 1–2
Research
Who to sell to first.
- ICP hypothesis
- Buyer personas
- TAM, SAM and SOM sizing
- Message angles
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Weeks 3–6
Build
The system to sell from.
- CRM set up
- Scored market database
- Signal plays
- Lead brief template
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Weeks 7–10
Launch
Your first plays, live.
- First live list
- Outreach and warming set up
- Training for whoever sells
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After go-live
Learn loop
Re-scored on your first deals.
- At about 10 closed deals or 90 days
- Hypothesis tested on wins and losses
- Scoring updated
Outcomes
What you'll have after ten weeks.
Who to sell to first
A written ICP hypothesis and buyer personas, built to be tested.
A market you can count
Your TAM, SAM and SOM as real accounts, each scored with a reason.
First plays, ready to run
Signal plays, messaging and a first live list. Your team sends; we coach.
A CRM ready to learn
Every deal logged the same way from day one, so your history is clean.
What we need
Three things from your side.
One owner, usually the founder, for about 4 hours a week.
Your early evidence, pilot customers, demo notes, lost pitches, whatever you have.
Whoever sells, for training in weeks 7–10.
No CRM yet? We set one up in your own account.
Book a 30-minute GTM diagnosisWhat does the GTM Launch Programme cost?
It's quoted after a 30-minute diagnosis, once we know your market, your team and your launch date. You'll have a written quote before any work starts.
How is this different from the GTM Engineering Programme?
The GTM Engineering Programme starts by reading three or more years of your won and lost deals. This one starts with research, because that history doesn't exist yet. Both end with a scored market, signal plays and a first live list, built in your tools.
We haven't hired salespeople yet. Is it too early?
No. Many launches start with the founder selling. We build the system so the founder can run it now and the first hires can pick it up in their first week.
Do you send the outreach for us?
No. We set up the plays, the messaging and the warming, and coach whoever sells. Your team sends, from your own accounts.
What happens after the learn loop?
You choose: run the system yourselves, keep it current with GTM as a Service, or, once you have enough sales history, move to the GTM Engineering Programme.
Next step
Spend the launch budget on the right buyers first.
In 30 minutes we'll look at your market, your team and your launch date, and give you a clear next step, whatever you decide.
Book a 30-minute GTM diagnosis