Conversation with Edgar Baum on the Winnable, Addressable Market (WAM) Artwork

ABM Done Right - A Personal ABM Podcast

As ITSMA and TechTarget report that 66% of ABM programs underperform, Kristina Jaramillo (President of Personal ABM) and Eric Gruber (CEO of Personal ABM) talk to sales and marketing leaders about what's working, what's not working, and how ABM needs to evolve. Along with account-based sales and marketing insights from Kristina and Eric, you will learn from leadership at Challenger, Demandbase, Okta, Uniphore, Alyce, Highspot, Gong, Critical Start, Longbow Advantage, Proof Analytics, Narrative Science, and many others. Come back each week for new content as we try to share new podcasts each Monday or Tuesday. This podcast is hosted by Personal ABM. You can learn more by going to PersonalABM.com

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ABM Done Right - A Personal ABM Podcast

Conversation with Edgar Baum on the Winnable, Addressable Market (WAM)

August 05, 2024 • Kristina Jaramillo and Eric Gruber

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Many GTM teams focus on their TAM and ICP but not the winnable addressable market (WAM) that provides you with the greatest revenue growth. At Personal ABM, we believe that your winnable, addressable market is:

1. The percentage of your ICP that matches a problem profile, they have a strategic priority in place and will provide you with the greatest long-term revenue growth.

2. Your *best* customers -- and your next best customers that can provide greater revenue growth if they change how they work with you, use your solution and/or buy from you.

Edgar Baum, our guest expert, mentions that that winnable, addressable market is the intersection between your valuable customers and your winnable customers (those that want to buy from you as you would be an ideal vendor). When looking at the ICP, many GTM teams do not consider if they'd be an ideal vendor for those in their ICP.

Listen to this podcast to learn how you can uncover your winnable, addressable market.