Typical contents: TAM / SAM / SOM with sources, Segmentation grid, ICP and personas, Pricing thesis, Federation or account registry.
This shelf holds the analytical layer: the market sized and segmented, the ideal customer and personas defined, and the message that reaches them, with every count traced to a source. It turns the strategy on the shelf before it into a tested answer to one question: who do we sell to, what do we say, and when.
Typical contents: TAM / SAM / SOM with sources, Segmentation grid, ICP and personas, Pricing thesis, Federation or account registry.