Skip to main content

Serviceable Obtainable Market

What is a Serviceable Obtainable Market?

The Serviceable Obtainable Market (SOM) is an estimate of the portion of revenue within a specific product segment that a company can realistically capture. It represents the market share a company can expect to garner, considering factors such as competition, market size, and product specifics. SOM is crucial for businesses in making financial projections, operational decisions, and evaluating market opportunities or gaps, thereby facilitating strategic planning and investment decisions.

Calculating Serviceable Obtainable Market

Calculating Serviceable Obtainable Market (SOM) involves considering factors such as market size and reach, product specifics, competition, historical performance, and external research. One method to estimate SOM is by dividing your last year's revenue by your industry's serviceable addressable market (SAM) from the same period to find your market share. Then, multiply this market share by your industry's SAM for the current year.

Key Factors Influencing Serviceable Obtainable Market

  • Market Size and Reach: The size of the geographical area's market for the product and the company's projected reach within that area directly impact SOM.
  • Product Demand: The demand for the product within the market, considering factors like growth and consumer sentiment, influences the achievable market share.
  • Competition: The presence and strength of direct and indirect competitors in the market affect the portion of the market a company can realistically capture.
  • Historical Performance and External Research: For established companies, past performance can guide SOM estimates. For startups, industry and geographic research is crucial.
  • Economic Factors: Market landscape, brand awareness, and advertising budget are influenced by economic factors, determining the portion of SAM a business can capture.
  • Geographical Location: Geographical factors play a significant role in defining SAM from the broader TAM, affecting the regions a business can effectively operate and market its products.
  • Cultural and Social Factors: These factors influence consumer preferences, product relevance, and ultimately, the market size a business can serve, impacting both SAM and SOM.

Serviceable Obtainable Market vs. Total Addressable Market

Serviceable Obtainable Market (SOM) and Total Addressable Market (TAM) are two distinct metrics used to estimate market potential and guide business decisions. SOM represents the portion of the market a company can realistically capture, considering factors like competition, market size, and product specifics.

On the other hand, TAM refers to the total market demand for a product or service, representing the maximum revenue a business could generate in a perfect world scenario, without considering market constraints or competition.

Strategies to Maximize Your Serviceable Obtainable Market

To maximize your Serviceable Obtainable Market (SOM), consider implementing the following strategies:

  1. Understand market size and reach: Analyze the geographical area's market size for your product and your company's projected reach within that area.
  2. Evaluate product demand: Assess your product's demand within the market, taking into account factors like growth and consumer sentiment.
  3. Analyze competition: Examine the strength and presence of both direct and indirect competitors in the market to estimate the market share you can capture.
  4. Utilize historical performance and external research: Use past performance data and external industry research to make realistic estimates of market size and share.
  5. Understand your target audience: Tailor your product to meet the specific needs and preferences of your target market, increasing the potential market share you can capture.
  6. Implement effective marketing techniques: Employ targeted advertising based on market research, competitive analysis to position your product advantageously, and leverage historical performance data to inform marketing strategies.

Other terms

Oops! Something went wrong while submitting the form.
00 items

80/20 Rule

The 80/20 Rule, also known as the Pareto Principle, asserts that 80% of outcomes result from 20% of all causes for any given event.

Read more

A/B Testing

A/B testing is a method for comparing two versions of a webpage or app to determine which one performs better based on statistical analysis.

Read more

ABM Orchestration

ABM Orchestration involves coordinating sales and marketing activities to target specific high-value accounts effectively.

Read more

AI Sales Script Generator

An AI Sales Script Generator is a tool that utilizes artificial intelligence, specifically natural language processing (NLP) and generation (NLG), to create personalized and persuasive sales scripts for various communication channels, such as video messages, emails, and social media posts.

Read more

AI-Powered Marketing

AI-powered marketing uses artificial intelligence technologies to automate and enhance marketing strategies.

Read more


In a sales, an account refers to a customer or organization that purchases goods or services from a company.

Read more

Account Click Through Rate

Account Click Through Rate (CTR) is a metric that measures the ratio of how often people who see an ad or free product listing end up clicking on it.

Read more

Account Development Representative

An Account Development Representative (ADR) is a specialist who works closely with a company's most important clients to build long-lasting, strategic partnerships.

Read more

Account Executive

An Account Executive is an employee responsible for maintaining ongoing business relationships with clients, primarily found in industries like advertising, public relations, and financial services.

Read more

Account Management

Account management is the daily management of client accounts to ensure they continue to do business with a company, focusing on showing clients the value they can enjoy if they continue to use the company's products or services.

Read more

Account Mapping

Account mapping is a strategic process that involves researching and visually organizing key stakeholders, decision-makers, and influencers within a target customer's organization.

Read more

Account Match Rate

An Account Match Rate is a measure of a vendor's ability to match IPs and other digital signals to accounts, which is essential for account-based sales and marketing.

Read more

Account View Through Rate

Account View Through Rate (AVTR) is a metric that measures the percentage of individuals who watch a video advertisement to the end, providing insights into the ad's effectiveness.

Read more

Account-Based Advertising

Account-Based Advertising (ABA) is a specialized component of Account-Based Marketing (ABM), focusing on targeting and engaging specific high-value accounts with personalized campaigns.

Read more

Account-Based Analytics

Account-Based Analytics is a method and toolset used to measure the quality and success of Account-Based Marketing (ABM) initiatives.

Read more

Account-Based Everything

Account-Based Everything (ABE) is the coordination of personalized marketing, sales development, sales, and customer success efforts to drive engagement with, and conversion of, a targeted set of high-value accounts.

Read more

Account-Based Marketing

Account-Based Marketing (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market, employing personalized campaigns designed to engage each account based on their specific attributes and needs.

Read more

Account-Based Marketing Benchmarks

Account-Based Marketing (ABM) benchmarks are essential tools for B2B marketers aiming to achieve exceptional ROI.

Read more

Account-Based Marketing Software

Account-Based Marketing (ABM) software supports the implementation of ABM strategies, facilitating collaboration between marketing and sales teams and providing analytics to measure performance.

Read more

Account-Based Sales

Account-Based Sales (ABS) is a strategic approach in business-to-business (B2B) sales and marketing that focuses on building personalized relationships with specific high-value accounts.

Read more
Clay brand asset shaped as a 3D group of abstract objects made out of purple and pink clayClay brand asset shaped as a 3D group of abstract objects made out of purple and pink clay

Scale your outbound motion in seconds, not months

14 day free Pro trial - No credit card required

Try Clay free