Start with clarity
Share a little context and we’ll map the right next conversation.
Free tool for B2B market planning
Estimate annual market opportunity from account counts and customer value. Build an obtainable-market scenario using your reach, conversion assumptions and customer capacity.
Three editable scenarios. Transparent formulas. No sign-up.
Use account counts for the same product, geography and buyer definition. Research these inputs; the calculator does not retrieve market data.
Base SOM · at 1 year
—
Annual revenue opportunity at the modeled customer count
TAM · all potential accounts—
SAM · serviceable accounts—
SOM · base scenario—
Bar lengths use TAM as the reference. Small SOM shares can appear as a very thin bar.
Enter valid market and scenario assumptions to see results.
Market sizing is an assumption-based estimate, not a sales forecast. Annual SOM is a revenue opportunity at the chosen horizon, not cumulative revenue over that horizon.
For each scenario, enter distinct serviceable accounts you expect to reach, the proportion that may become customers, and the maximum customers you can support at the chosen horizon.
Expected customers can be fractional because they represent an average outcome. They are capped by serviceable accounts and customer capacity. No churn, expansion, pricing changes or purchase timing are modeled.
Use credible account sources, explain exclusions and test the assumptions. This tool calculates values from your inputs; it does not validate that your account universe exists or that conversion targets are achievable.
TAM = potential accounts × annual revenue per customer
SAM = serviceable accounts × annual revenue per customer
SOM = min(reachable accounts × account conversion rate, customer capacity, serviceable accounts) × annual revenue per customer
This bottom-up model uses the same annual value across the account universe. If segments have different prices, calculate each segment separately before combining non-overlapping estimates.
Method reference: the University of Regina market-sizing guide describes account counts multiplied by annual contract value as a way to calculate TAM.
With 100,000 potential accounts and $10,000 in annual revenue per customer, TAM is $1 billion per year. If 20,000 accounts are serviceable, SAM is $200 million per year.
In the base scenario, reaching 5,000 serviceable accounts with a 3% account-to-customer rate gives expected demand of 150 customers. With capacity for 200 customers, the model uses 150, giving annual SOM of $1.5 million, or 0.75% of SAM.
The optimistic scenario reaches 8,000 accounts at a 5% rate, creating expected demand of 400 customers. Capacity is 300, so annual SOM is capped at $3 million. These are illustrative assumptions, not benchmarks.
TAM describes the whole opportunity, SAM describes the market you can serve, and SOM describes an obtainable scenario. They help compare segments and prioritise resources, but do not establish actual demand or sales commitments.
Changing the horizon label does not automatically change account reach or conversion. Set those inputs explicitly for the chosen period. The result is an annual revenue opportunity at that horizon, not a multi-year cash-flow forecast.
Connect market sizing with ICP research and audience planning or discuss your B2B target market with Qualent Media.
Understand your market
Keep account scope, annual value and scenario assumptions consistent.
TAM is total addressable market: the annual opportunity across all potential accounts. SAM is serviceable available market: the opportunity across accounts you can serve. SOM is serviceable obtainable market: the portion modeled as obtainable using reach, conversion and capacity assumptions.
Multiply potential buyer accounts by annual revenue per customer for your defined product or service. Count accounts rather than individual contacts when revenue is earned per account. Use the same annual value basis throughout.
Multiply reachable serviceable accounts by the expected account-to-customer conversion rate. Cap that customer count by customer capacity and serviceable accounts, then multiply by annual revenue per customer. SOM is a modeled scenario rather than guaranteed sales.
No. The horizon describes when your modeled reach and capacity apply. SOM remains an annual revenue opportunity at that horizon. This tool does not calculate cumulative revenue, churn, expansion or purchase timing.
You supply them from your market research or account data. The calculator does not retrieve or verify market counts. Use a consistent buyer definition, remove duplicate accounts and document exclusions.
This model applies one annual customer value to all accounts. For segments with different prices, calculate them separately using segment-specific counts and values, then combine estimates only if the segments do not overlap.
Yes. Calculations and CSV export are free and require no sign-up. Inputs are processed in your browser without being stored or transmitted by this tool. Currency selection changes formatting without converting amounts.
Discuss your ideal customers, serviceable accounts and audience priorities with Qualent Media.
