I’m Michael Kyriakides 👋🏼 founder of Prospectology
Prospectology helps fintech and B2B companies land 15+ meetings a month without hiring more sales people. With over 15 years of outbound sales experience, we combine automation, AI, and human connection to build systems that scale.
We’ve used this exact process to help bootstrapped startups build £500k+ pipelines and established brands fill their calendars with qualified calls.
This guide is plug and play and the examples throughout reference the fintech space, but the principles work the same across different verticals.
The entire pool of companies that could buy from you.
This is your starting point. TAM helps you understand the full market potential, so you're not wasting time targeting companies that would never benefit from your offer. It also gives you context for what success looks like and how many accounts you'll need to target to hit your goals.
Example: If you're a payments provider, your TAM might include every UK-based e-commerce or SaaS business with more than 10 employees and online checkout capabilities. This could be thousands of companies, but not all of them will be a fit.
That’s where ICP comes in ⬇️
A narrowed-down version of your TAM, made up of companies who are the best fit.
Targeting everyone results in wasted time, poor engagement and low conversion. Defining your ICP means you’ll only contact businesses that are likely to say yes and stick around.