In plain English
The total revenue opportunity if you captured 100% of your target market. Usually bounded further by SAM (serviceable) and SOM (obtainable).
Why it matters now
For a Chinese vendor entering Europe — or vice versa — a rigorous TAM in the destination market is non-negotiable for board approval and investor conviction.
How it shows up in practice
- 01
Bottom-up: count accounts × ACV. More defensible than top-down.
- 02
Triangulate with analyst reports (Gartner, IDC, Canalys).
- 03
Layer regulatory constraints (GDPR, MLPS 2.0) that shrink SAM.
Related terms
From vocabulary to strategy
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