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Size the market

Map your total addressable market account by account

A TAM number in a deck is not something you can sell to. Mapping it here produces named accounts in rows, split into segments you can count, tier, and work through in order.

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Market sizing usually gets done twice. Once with a top-down number for the board, and again a month later when somebody asks which companies are actually inside that number and nobody can answer. The second question is the one that decides where a founder spends the next quarter.

A TAM here is rows. You build it in slices, tag each slice, and count what you hold rather than what a report claims. Because the map is a table, it can be tiered, deduplicated, enriched where it matters, and reused as the source for every campaign that follows it.

Example searches

Ask for it the way you'd say it

Every search below runs on the same hosted Tables, with the cost previewed before anything is spent.

  • Count a slice before you buy it

    how many companies in the UK sell HR software to mid market employers

    The plan step returns an expected shape for the segment, so a slice can be sized before it is sourced.

  • Split the market into tiers

    tag the accounts over 200 people as tier one and everything under 50 as tier three

    Tiering is a column on the row, which is what keeps a large map workable for a two-person team.

  • Find the gap in your coverage

    which segments of our market do we have zero contacts for right now

    Counting by tag against existing records shows where the map is theory and where it is pipeline.

Plays

Three motions you can run this week

Each one is a chain of Oxygen primitives — the same hosted objects your workspace already has, composed.

  • Build the map one slice at a time

    A market arrives as countable segments instead of one undifferentiated list of companies.

    1. Tables
    2. Tags
    1. 1Source each segment into the same table and mark the slice on the row with a select column.
    2. 2Tag the table itself, so the sequences, pages, and workflows built on this market join under one label.
    oxygen columns add

  • Tier before you pay for contacts

    Enrichment budget lands on the accounts somebody would actually work this quarter.

    1. Tables
    2. Records
    1. 1Score fit and size on the account rows, then rank the whole map in a single pass.
    2. 2Promote the top tier onto company records and leave the rest as a map you keep.
    oxygen tables promote

  • Watch the map move

    Companies newly entering the definition appear each week rather than at the next rebuild.

    1. Workflows
    2. Tables
    1. 1Schedule the segment searches with a per-delivery ceiling and let additions land in place.
    2. 2Count each slice with a table query. The curated dashboard answers the funnel question; a segment count is a query.
    oxygen tables query

Capabilities

What you get

  • A market you can count

    Each slice is a value on the row, so the size of a segment is a query rather than an estimate somebody has to defend in a meeting.

  • Tiers that survive the quarter

    Fit and size live as columns on the row. When the strategy changes you rescore the map instead of rebuilding it from nothing.

  • Enrichment only where it pays

    Sizing needs company rows. Contacts and addresses are a separate step you run on the tier you are actually working now.

  • One map, many campaigns

    Every sequence, workflow, and dashboard reads the same table, so the market definition never forks into five private copies.

Boundaries

What Tables does not own

TAM mapping is Tables holding a working map of a market. The slice label that makes it countable is a select column on the row, not a workspace Tag: Tags label the table itself, so sequences, pages, and workflows built on this market join under one word. The accounts you commit to become Records.

Data sources

What the data actually comes from

Every value lands with its provider and cost recorded on the cell.

  • People Data Labs

    The breadth lane for sizing, where a segment needs every company that fits rather than the best fifty.

  • Crustdata

    Headcount and funding movement, so a slice can be split by stage instead of by a static size band.

  • TheirStack

    Hiring evidence for segments defined by what a company builds rather than by the industry label it carries.

  • Apollo

    The named paid alternative on the firmographic pass. It runs managed by default; connect your own Apollo key and the same lane runs on your quota.

Run these on Oxygen's managed credits, or connect your own provider keys and pay the vendor directly — the same columns, the same runs, the same provenance either way. See every integration.

Limits

Where this stops

  • A map built from databases undercounts small private companies and non-English markets. Treat the count as a floor, and say that it is a floor when the number reaches a board deck.

FAQ

Questions people ask first

Is this market sizing or list building?
Both, in that order. The map is named accounts, so the count and the working list are one object. A sizing exercise that produces no rows tends to get argued about rather than used.
How large can the table get?
Large enough for a real market. Row volume is not what draws credits; the enrichment and AI columns you run across those rows are, which is exactly why tiering comes before enriching.
Can a segment be defined by something other than industry?
Yes. Hiring text, detected technology, funding stage, location, and self-description all work as slice definitions, and each slice carries its own value in the column, so it stays countable on its own.
How do I keep the map from going stale?
Schedule the segment searches with a ceiling you approve. Additions collapse onto the rows you already hold, so the map grows in place rather than becoming a second file to reconcile.
What actually goes into the CRM?
Only what you promote. The map is a working set; company records are the accounts you have committed to, which is what keeps a CRM from filling with companies nobody has looked at.
Can I compare two definitions of the market?
Yes. Give each definition its own value in the slice column and count them side by side. Because both definitions sit on the same rows, the overlap between them is a query rather than a manual comparison done twice.

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