How do you get a 30,000-foot view of your entire TAM without staring at CRM with a 100K+ companies?
Only with something that quantifies it. You can't track everything. You can still know the pulse of every account you have.
We score every account we have on four numbers: fit, engagement, intent, signal.
A BDR opened one of those accounts last month and asked me the question a score never answers: "okay, so what do I do with this."
1. Fit is who they are. Industry, company size based on our previous wins. It barely changes once it's set.
2. Engagement is what they did on our own site or in our own events. We weight it by how many different people at the account showed up, not just how often one person did.
3. Intent is what they did somewhere else, bought from third-party data. We score it by the actual deal-rate lift we've measured for that signal, not by what the vendor tells us it's worth. This includes website intent, keyword intent and social intent.
4. Signal is what happened to them: a hiring spike, a competitor mention, a contact changing jobs.
Four numbers, and none of them tell a BDR anything to do on Monday morning. The mistake was thinking the score was the deliverable. It's not. It's an address.
Combine two of them and the account starts telling you what to do next, not just how hot it is.
1. Intent with no engagement means they haven't given us a single contact detail, but they're researching the category somewhere else. That's exactly when a cold outbound touch lands well, because whoever answers already has the problem in mind.
2. Engagement with no intent means someone filled a form or showed up to an event, but nothing outside says the account is actually buying yet. That's a nurture, not a push. Someone came in on their own terms; they need budget, timing, and a case internally before a BDR call helps them.
3. Signal on its own means something happened to them, not that they're ready to talk. Worth a note to whoever owns the account. Not worth a call until something else backs it up.
Each one of those routes to a place a human already checks: a BDR's queue, an ABM list, a CRM field someone filters by.
We didn't guess at the priority order. Looking back over the first quarter this year, the top fit tier, about a quarter of our accounts, produced 59% of our deals and 76% of our SQLs. The bottom tier produced zero. That's what told us fit had to gate the motion before anything else got layered on.
A score by itself is a number in a field. A handoff is what makes someone act on it before it goes stale.
All of this lives on a Sigma dashboard and pushed to HubSpot via daily Trigger.dev workflows.
How does your team prioritise accounts within your TAM?
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