The TAM Mapping Playbook

July 28, 2026

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A workflow that turns closed-won data into a validated ICP model, sources a diversified TAM, then enriches and tiers every account before pushing it back into the CRM as the single source of truth.

Dan Rosenthal

How it works

Step 1: Start in the CRM

Find the patterns that made closed-won accounts win.

Analyze closed-won accounts in HubSpot or Salesforce for commonalities.
Interview AEs and CSMs to add qualitative input on what makes a great account.
Compare against closed-lost accounts to sharpen the pattern.

Step 2: Build the ICP model

Turn closed-won patterns into a scoring model.

Base the model on three data sets: firmographics, technographics, and account-fit signals.
Backtest the model against closed-won. 95%+ should qualify if the model is right.

Step 3: Build diversified lists

Source companies from multiple sources so the TAM isn't biased by one filter.

Pull broad lists from databases like Apollo, AI Ark, Ocean.io, DiscoLike, Sales Navigator, and StoreLeads.
Pull scraped lists via Apify, Octoparse, Serper, or Python.
Avoid over-relying on native filters (many software companies aren't tagged under "software development").

Step 4: Clean and merge the data

Turn multiple raw lists into one deduped source of truth.

Dedupe across sources.
Merge fields to consolidate columns.
Find missing domains and validate that every domain is operational.

Step 5: Qualify every account

Filter out non-fit companies before running expensive enrichment.

Design a research agent that does binary qualification (e.g. "is this actually an eCommerce brand?").
Use lower-cost models like 4o-mini or Haiku given the volume.

Step 6: Enrich the accounts that qualify

Layer the data every qualified account needs.

Run enrichments in Clay, starting with the ones most likely to disqualify a company.
For qualified accounts, add custom research relevant to your GTM.

Step 7: Score and tier the accounts

Turn enriched data into a priority score.

Score every surviving account into Tier 1, Tier 2, or Tier 3.
Score on account fit only. Never mix in intent signals at this stage.

Step 8: Map the buying committee

Find the right titles at every qualified account.

Analyze titles typically involved in your closed-won deals.
Split them into decision makers, champions, and influencers.
Source those titles at every qualified account.

Step 9: Push back to the CRM

Load the TAM into the CRM so reps build their segments from it.

Upload companies, contacts, and custom properties into HubSpot or Salesforce.
For large TAMs, upload only Tier 1 to start.
Turn the TAM Map workflow into an automated CRM enrichment flow so every new record runs through the same research.

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