Most companies can build a Total Addressable Market (TAM). You filter companies by industry, size, and geography and end up with a universe of potential buyers. But a TAM by itself isn’t actionable. It’s just a list of possibilities.
The real work of a revenue organization is turning that universe into a Prioritized Account Market (PAM), a focused set of accounts that your team should actually pursue right now.
In this video, we walk through exactly how to do this inside ZoomInfo’s GTM Studio in just two minutes.
The starting point was creating an audience in GTM Studio. From there, we rebuilt the company’s TAM from scratch using ZoomInfo data rather than existing CRM data.
We started with industry filters based on where the company already wins: education, finance, government, hospitality, retail, software, and telecom. That initial filter returned millions of companies. From there we refined the list using company size — in this case, organizations between 100 and 1,000 employees — and narrowed geography to North America.
Very quickly, the dataset dropped to roughly 100,000 accounts. That’s a reasonable TAM. But no sales team can meaningfully work a list that large.
This is where prioritization begins.
Inside GTM Studio, we layered in intent signals aligned with the company’s product category. In this example, the company sells cybersecurity solutions, so we selected several cybersecurity-related intent topics — signals that indicate a company is actively researching solutions in that space.
The impact was immediate. The TAM of 100,000 accounts dropped to roughly 700 companies showing strong intent around those topics.
But a list of 700 accounts can sometimes be too narrow depending on sales capacity, so the next step was expanding the signal window. Instead of filtering only for the strongest intent signals, we included High, Medium, and Low intent strength. That widened the list while keeping the accounts highly relevant.
The result was a prioritized market of roughly 4,000 accounts, all within the client’s target industries, company size, and geography, and all showing some level of intent around cybersecurity solutions.
We took a TAM of 100,000 accounts and turned it into a 4,000-account PAM in around two minutes.
That’s the real value of GTM Studio. It removes the friction between strategy and execution. Instead of building static spreadsheets or waiting on data pulls, revenue teams can instantly translate their ideal customer profile and buying signals into a prioritized market their sellers can act on immediately.
