TAM Sourcing

Most teams describe their market in a sentence and work it from a spreadsheet somebody built two quarters ago. This course replaces both — a written ICP that resolves into an actual filter, a sourcing run that returns every company matching it, and a score that says which ones to work first.

About this course

Eight lessons in three blocks: define and size (before you spend), source and qualify (the account layer), and score and refresh (the part that keeps it alive).

The whole course is arranged around one economic fact — finding a company is cheap and finding its people is not — so every account-level filter comes before any person-level enrichment. Lesson 06 is the first lesson that touches people, and by then the list is a fraction of its original size.

Who it is for. Whoever owns the number: RevOps, demand gen, or a founder deciding which segment to attack next. It is also the course to run before a territory split or an annual planning cycle.

What it costs. Around 300 credits — the most credit-heavy course in the library, because sourcing runs are wide by definition. Lesson 02 sets a sizing method that tells you the cost before you spend it, and it is worth reading even if you take nothing else from this course.

Skills you will gain

• Write an ICP precise enough to become a filter rather than a description
• Estimate the size and cost of a sourcing run before committing to it
• Source companies in volume without importing the same account twice
• Disqualify accounts before paying to enrich their people
• Qualify on tech stack and traffic, not just headcount and industry
• Find every relevant buyer at an account, not just the first title that matched
• Combine funding, hiring, headcount, stack and traffic into one weighted score
• Re-run the whole thing on a schedule so the list does not rot

In this course

Define and size

Two lessons before you spend anything. Skipping them is how a sourcing run costs four times what you expected.

• 01Define an ICP you can filter onAn ICP written as criteria, not adjectives8 min
• 02Size the market before you source itA cost and volume estimate you can commit to9 min

Source and qualify

The account layer. Everything here is cheap per row, which is exactly why it all happens before lesson 06.

• 03Source companies at scaleThe matching account universe in one table, deduped11 min
• 04Layer firmographic filtersThe universe cut down to genuinely addressable accounts10 min
• 05Tech-stack and traffic fitAccounts qualified on what they run and how big they actually are10 min
• 06Find the buying committeeEvery relevant title at each surviving account11 min

Score and refresh

• 07Build an account scoring engineFunding, hiring, headcount, stack and traffic in one weighted score12 min
• 08Keep your TAM freshA scheduled refresh that adds, updates and retires accounts9 min

What you will have built

A market map that maintains itself:

• A sourcing run that returns the full account universe matching your written ICP
• A qualification stack that cuts it to the accounts you can actually sell to
• A committee layer with every relevant buyer at each surviving account
• A weighted score per account, from five signals rather than one
• A schedule that adds new matches, refreshes changed ones and retires the dead

The scored list is the input to Automated Outbound and the account list that Signals & ABM plays fire against.

Before you start

• SyncGTM 101, or equivalent comfort with tables, actions and runs.
• A credit balance you have checked. This course spends more than any other — lesson 02 exists so you spend it deliberately.
• Your closed-won list, if you have one. Lesson 01 is much sharper when the ICP is derived from real customers rather than from a positioning doc.

Disqualify before you enrich

The whole course is built on one economic fact: finding a company is cheap and finding its people is not. Every filter you can apply at the account level is a filter you never pay to apply at the person level.

A run that sources 5,000 companies, cuts to 400 on firmographics and tech stack, then finds people only at those 400, costs a fraction of the same run done in the other order — and produces a better list, because the survivors were chosen on evidence.

Reference behind this course

• Import Actions — sourcing companies and people
• Company enrichment — firmographics, stack, traffic
• Templates — saving the finished engine for reuse

Explore other courses

Where to next