[GTM glossary](/glossary.txt) TAM calculator Market & Targeting # TAM calculator In short A TAM calculator is a spreadsheet, form, or software tool that estimates your total addressable market from a few inputs, typically the number of potential customers and the revenue you could earn from each. It gives a fast first estimate. Its quality depends entirely on the inputs: a calculator fed a loose customer count or an inflated price will return a confident but wrong number. It produces the figure only, while TAM analysis interprets it. ## The basic formula Most calculators use one of two approaches. * **Bottom-up:** Number of ICP-fit accounts multiplied by average annual contract value. * **Top-down:** Total spend in a category multiplied by the share your product could address. * **Value-based:** Number of users or units multiplied by price per unit. --- ## Inputs you need * **Account count:** How many companies match your ICP filters. * **Revenue per account:** Average annual contract value based on real deals or planned pricing. * **Segment filters:** Industry, size, and region limits. * **Time frame:** Annual is standard. --- ## Worked example Say you sell to software companies with 50 to 500 employees in North America. A filtered count gives 6,500 such companies, and your average contract is 9,000 a year. TAM is 6,500 times 9,000, which is 58.5 million. If only 4,000 can use your product today, that subset times 9,000 gives 36 million for SAM. These figures are an example. Your own account count and pricing will differ. --- ## Building your own A spreadsheet with a row per segment is enough. Put inputs in separate cells, so changing price or filters updates the totals. Keep a note of the source for every number. --- ## Common mistakes * **Unfiltered counts:** Counting all companies in an industry instead of ICP-fit ones. * **Using list price:** Discounts mean real revenue per account is usually lower. * **One big number:** Calculate per segment so you can see where the value sits. * **Unsourced inputs:** If you cannot say where an input came from, others will not trust the result. --- ## TAM calculator FAQs **How do you calculate TAM with a calculator?** Multiply the number of companies that fit your ideal customer profile by the average annual revenue you could earn from each. For example, 5,000 accounts at 10,000 per year gives a TAM of 50 million. Keep inputs sourced and segment-level. **What inputs does a TAM calculator need?** You need a count of ICP-fit accounts, the expected annual revenue per account, the segment filters such as industry and region, and a time frame, usually one year. The quality of the output depends on the quality of these inputs. **Is a TAM calculator accurate?** It is only as accurate as its inputs. A calculator gives a quick estimate, but unfiltered account counts or inflated prices lead to overstated results. Cross-check with a top-down figure and update inputs with real deal data. **Can I build a TAM calculator in a spreadsheet?** Yes. Use one row per segment with columns for account count, average annual contract value, and resulting TAM. Keep inputs in separate cells and note sources, so you can adjust assumptions and see totals update. Share term --- ## More related phrases * [Ideal customer profile](/glossary/ideal-customer-profile.txt) * [Bottom-up market sizing](/glossary/bottom-up-market-sizing.txt) * [Serviceable addressable market](/glossary/serviceable-addressable-market.txt) ## Similar phrases * [Market sizing](/glossary/market-sizing.txt) Market sizing is the process of estimating how many potential customers exist for your product and how much revenue they represent, so you can choose where to focus. * [TAM analysis](/glossary/tam-analysis.txt) TAM analysis is the process of researching and sizing your total addressable market, then testing which parts are worth pursuing, to guide strategy, targeting, and investment decisions. * [TAM, SAM, and SOM](/glossary/tam-sam-som.txt) TAM, SAM, and SOM are three nested market-size estimates: the total market, the part you can serve, and the part you can realistically win. * [Total addressable market (TAM)](/glossary/total-addressable-market.txt) Total addressable market (TAM) is the total revenue available if every possible customer for your product bought it. * [Top-down market sizing](/glossary/top-down-market-sizing.txt) Top-down market sizing estimates a market by starting from a large published total, such as industry revenue, and narrowing it with percentages to the share your product could realistically serve.