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TAM calculator

Pick an industry or a job title and see how many companies and people are in that market, by size and country.

Job titleswho signs and who champions
Any title
Departmentsthe buyer's team
Sales
Seniorityhow senior the buyer is
C-levelVPDirector
Industriesthe buyer's company
Software development
Company sizeemployees
51 to 200201 to 500
Countriescompany HQ and the person
United StatesUnited Kingdom
$
People data covers the US, UK, Canada, Australia, Ireland and New Zealand.

A $214M market: 17,793 companies.

17,793 companies at $12,000 a year each. 13,735 people at those companies match your buyer rows.
Companies
17,793
Match industry, size and country.
People
13,735
Also match title, team and level.
People per company
0.8
Buyers you can reach at each account.
TAM
$214M
At $12,000 a customer.

The market

Counted in Ken's database
Companies
17,793
Companies whose industry, size and HQ country match.
People
13,735
People at those companies who also match the title, department and seniority rows.
Companies by size
51 to 200
14,436
201 to 500
3,357
Companies by country
United States
15,635
United Kingdom
2,158
People by seniority
C-level
1,243
VP
2,957
Director
9,535
People by country
United States
11,567
United Kingdom
2,168
Build this list freeStart free with 1,000 credits, no card, then set the same filters in Ken's People Search.

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The counts, the TAM, every filter and a saved link that stays live for 90 days.
Counts by size, country and seniorityTAM at your deal sizeThe filters to rebuild it
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What the TAM calculator counts

Pick job titles, departments, seniority, industries, company sizes and countries. The calculator counts how many companies and people match, breaks the count down by company size, country and seniority, and multiplies companies by your average deal size to give your total addressable market in dollars.

It counts real records in Ken's B2B database, not analyst estimates. You see counts only, never names or emails.

How to calculate TAM, SAM and SOM

  • TAM, total addressable market: every account that fits, times your annual contract value. If 4,000 companies fit and your average deal is $12,000 a year, your TAM is $48 million.
  • SAM, serviceable addressable market: the part of TAM you can serve today, limited by region, language, product fit or compliance.
  • SOM, serviceable obtainable market: the share of SAM you can realistically win in the next year or two, given your team and your competitors.

This calculator works bottom-up, from counted accounts. Top-down numbers taken from industry reports size a whole category, not the buyers you can reach, so they're hard to defend to an investor and hard to plan a campaign around.

How to read the breakdown

Companies count on industry, size and HQ country. People count on every row: they work at those companies and also match the title, department and seniority you picked. The size and country bars show where the market sits. If most accounts fall in one size band, start your messaging and pricing there.

The people count is the number that matters for outbound. It tells you how many sends a campaign takes before you've emailed the whole market once. People counts cover the US, the UK, Canada, Australia, Ireland and New Zealand.

Why TAM matters for cold email

Outbound uses up a market. A four-email sequence to 5,000 people is 20,000 sends, and once everyone has heard from you, you wait months before trying again. Knowing the size up front tells you how many inboxes you need, how fast to send, and whether to widen the titles or industries before you start.

A small TAM isn't bad news. It means each email can be more specific, and specific emails are the ones people answer.

Questions

What is TAM?
Total addressable market: the revenue you'd make if every company that fits your offer bought it. Count the accounts that match your ideal customer profile and multiply by your average annual contract value.
How do you calculate TAM bottom-up?
Count the companies that match your ideal customer, using filters like industry, size and country, then multiply by your average annual deal size. 2,500 accounts at $20,000 a year is a $50 million TAM. Bottom-up sizing starts from accounts you can name, which makes it easier to defend than a share of an analyst's category estimate.
What is the difference between TAM, SAM and SOM?
TAM is every account that could buy. SAM is the part you can serve today, given your region, product and team. SOM is what you can realistically win in the next year or two. Size the opportunity with TAM and plan pipeline on SOM.
Where does the data come from?
From Ken's B2B database, the same one Ken's People Search runs on, counted with the filters you pick. Counts are refreshed at least once a day. The calculator returns counts only, never names or emails. People counts cover the US, the UK, Canada, Australia, Ireland and New Zealand.
Can I turn my TAM into a lead list?
Yes. Build this list free takes you to sign up for a free Ken account. Set the same filters in People Search there to pull the contacts, verify their emails and start a campaign. The free plan includes credits to try it.

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