--- name: tam-coverage-map description: "How much of your total addressable market is even tracked as a target account, and, within what's tracked, how completely each account's buying-group roles have a real named contact — both computed, not asserted, with dark accounts and systemically-missing roles flagged plainly. Use when: You have a rough sense of your TAM's size and want an honest measure of how much of it is even on your radar as a real target account, not just a number in a slide. You want to know which buying-group roles you're systemically missing across your tracked accounts, before that gap costs a deal at the worst possible moment. Not for: You need to calculate your TAM itself — firmographic filtering, technographic signals, market sizing are a separate discipline; this tool takes a stated TAM figure as given and starts from there. You don't have any real contacts yet for any account — that's a fine starting point, but list the accounts and roles first and let the map show 0% honestly rather than padding it with guesses." --- # Total addressable market (TAM) coverage map How much of your total addressable market is even tracked as a target account, and, within what's tracked, how completely each account's buying-group roles have a real named contact — both computed, not asserted, with dark accounts and systemically-missing roles flagged plainly. Family: Kaizen events · Format: .xlsx · Domain: commercial ## What it is A TAM coverage map answers two separate completeness questions honestly, not one blended impression. First, list coverage: of your whole total addressable market, how much is even tracked as a named target account? Second, Market visibility: within the accounts you do track, how completely does each one's buying-group roles have a real, named contact — not just a company logo on a slide? Both are computed from what you actually enter, never asserted. Market visibility is specifically the second number — the contacts you actually have against the contacts you need, not a vague sense of 'good coverage.' Every tracked account with zero real contacts is named directly as a dark account, and every buying-group role that's systemically missing across your tracked accounts is flagged the same way. This matters because B2B contact data decays fast — a contact found and never revisited stops being real coverage within months, not years — so this is meant to be a living, re-measured map, not a one-time snapshot. ## When to use it Use it when: - You have a rough sense of your TAM's size and want an honest measure of how much of it is even on your radar as a real target account, not just a number in a slide. - You want to know which buying-group roles you're systemically missing across your tracked accounts, before that gap costs a deal at the worst possible moment. - You're planning where to invest in data enrichment or outbound effort and want a real, computed priority list instead of a hunch. Not when: - You need to calculate your TAM itself — firmographic filtering, technographic signals, market sizing are a separate discipline; this tool takes a stated TAM figure as given and starts from there. - You don't have any real contacts yet for any account — that's a fine starting point, but list the accounts and roles first and let the map show 0% honestly rather than padding it with guesses. - Your target list is small enough to track from memory without losing anyone — a handful of accounts doesn't need this structure. ## How to fill it in - **targetUnits** — Describe your segment roughly — a first-pass target-account list gets drafted, each with a segment/tier. Add or correct with the real accounts you're actually tracking; the gap between this list and your stated TAM is itself a real finding. - **contacts** — Only enter a contact where you actually have a real, named person at a real account and role. An empty cell is a real gap — never invent a plausible-sounding name to make coverage look better than it is. - **coverage** — Computed for you from your target accounts, buying-group roles, and known contacts — nothing to enter here. - **narrative** — Drafted from the map actually built. - **nextSteps** — What will you do about a dark account or a systemic role gap, ranked by impact and effort, owned and dated. ## What good looks like The example below is Beacon Analytics' own mid-market logistics segment — only 10 of 40 addressable accounts are actually tracked, one tracked account has no contact at all, and Procurement is honestly named as the most systemically under-covered buying-group role rather than smoothed over. Full worked example, on-screen and as a downloadable .xlsx: https://www.katafacts.com/katas/tam-coverage-map ## Common mistakes - **Treating a company name on a target list as real coverage.** — An account with no named contact behind it is a dark account, not a covered one — a long target list isn't the same thing as real reach into the market. - **Inventing a plausible-sounding contact to make a gap look filled.** — A fabricated name defeats the entire point of this tool — the honest gap is the useful signal, and a fake one just moves the discovery of the real gap to a worse moment, usually mid-deal. - **Treating a stale, never-reverified contact as real coverage.** — B2B contact data decays roughly 2% a month — a contact found six months ago and never checked again isn't reliable coverage today, which is exactly why this needs to be a re-measured map, not a one-time exercise. ## What it connects to Downstream: - **Discovery call standard work** (`discovery-standard-work`) — A newly-identified contact on this map is exactly what turns into a real discovery call. - **Value hypothesis** (`value-hypothesis`) — A fully-covered buying group is what a value hypothesis needs before it's built on real evidence instead of a guess about who cares and why. ## Where AI helps Judgement — stays with you: - Deciding whether a drafted target account or buying-group role actually reflects the real segment - Deciding which dark account or role gap to chase down first Analysis — AI helps: - Drafting a target-account list and buying-group roles from a rough description of the segment - Drafting the narrative from the map actually built Drudgery — automated: - Computing list coverage and Market visibility percentages - Flagging dark accounts and tallying role gaps - Exporting to xlsx in the house format --- Total addressable market (TAM) coverage map is licensed [CC BY 4.0](https://creativecommons.org/licenses/by/4.0/). Attribution: Katafacts (katafacts.com). ## Using this skill Apply this method as part of whatever broader task, instructions, or deliverable you're already working on -- it's a method to use, not a standalone conversation to start. There is no generation tool for this catalogue yet, so draft the artifact's actual content yourself, following the fields above, the same way a person filling this out by hand would. The canonical guide page and a downloadable worked example (.xlsx) are at https://www.katafacts.com/katas/tam-coverage-map.