The Next Us
Create positive system change
TAM penetration connects business strategy with revenue strategy. It’s a central concept in venture and startup culture, but a rare yet still useful one in social sector and SMB organizations.
This series is written for leaders new to the concept, organizations struggling with revenue optimization, and organizations on the cusp of strategic planning or goal-setting efforts.
These articles build on concepts shared previously in our Growth and Positioning series.
TAM penetration creates context for revenue optimization. Focusing only on short-term revenue or progress can blind leaders to future switching costs.
Does TAM penetration as a concept survive first contact with reality—especially in an era where AI seems to destabilize everything at once?
TAM penetration is an abstraction that illuminates then resolves archetypal strategy and culture problems.
How TAM cascades from organization-level vision to revenue team goals to channel strategy. It’s TAM penetration all the way down.
Benchmark your organization’s goals against external reality, not internal history.
TAM penetration measures business growth and connects business strategy with revenue strategy.
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