How to Size Your Market Using Bottom-Up Data (Not TAM Guesses)
Forget top-down TAM calculations. Here's how to use real customer data, job postings, and ad spend signals to size your opportunity.
Top-down market sizing produces impressive numbers that mean nothing. 'The global marketing analytics market is $12.4B' tells you zero about your actual opportunity. Bottom-up sizing uses real signals to build a defensible number.
Start with your ICP definition: industry, company size, tech stack, and buying signals. Then count how many companies match that profile using LinkedIn Sales Navigator, BuiltWith, and job posting data. Multiply by your average contract value and you have a number rooted in reality.
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This guide walks through the full process, including how to use competitor headcount growth and job postings as proxies for market momentum.
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