SCIP: Total Addressable Market for CI Modeling

To focus their intelligence efforts and grow market share CI professionals need to be conversant with several different approaches of estimating Total Addressable Market.


Thanks to our sponsorship of this year’s SCIP event, we give you an exclusive access to this article by Hewlett Packard Enterprise’s Paul Santilli, who discusses the benefits and limitations of several methodologies the author has used to identify tangible growth opportunities, including:

  • Merits & challenges of top-down, bottom-up, and value-based approaches
  • Best practices for “pressure testing” your TAM results and validating them with stakeholders
  • Common pitfalls when working with hard to define markets, or where complete and accurate data is hard to get