Master Market Readiness — from understanding the fundamentals to managing it daily.
Nine step-by-step modules, built for B2B marketers, CMOs, and demand gen teams.
Market Readiness is measured on two axes: how much of your market you reach, and how warm they are to you. Answer two questions to find your position — then click your quadrant to see what to do next.
Click Q1, Q3 or Q4 to see the route from that position to Market Readiness.
The quadrants are logical. But without data they are assumptions. You think your market knows you. You think you are reaching a large part of it. But is that actually true?
Most marketers estimate their position based on feeling: "we are active on LinkedIn so we are visible." Or: "our customers are happy so our reputation is strong." That is not the same as measuring.
To do that well, you need to understand what kinds of signals exist. Not every signal says the same thing. A LinkedIn impression tells you something different than a pricing page visit. That distinction is crucial — and it brings us to the difference between demand and intent.
Not all movement in your market is the same. TAMtracker distinguishes between two types of signals — and they require a fundamentally different response.
Interest in your category. Someone reads your content, follows your LinkedIn page, shares a post. They are interested in the topic — not necessarily in you as a vendor. This is the early stage of warming up.
Interest in your company. Someone visits your pricing page, checks your demo page, returns multiple times. These are buying signals. They are actively evaluating.
Demand signals mean an account finds your topic relevant. Do not respond with a sales conversation immediately — that is too early and will put them off. Respond with more content that deepens the topic. Goal: move from interest to recognition.
Intent signals mean an account is actively evaluating. This is the moment for sales activation. Give sales the context: which pages has this account visited, how often, when did they first appear? A well-timed conversation at this point converts significantly better than a cold approach.
LinkedIn impressions, content engagement, podcast listeners, newsletter opens, social shares, first website visit on blog pages.
Pricing visit, demo request, repeated website visit, product pages, comparison pages, contact form viewed but not submitted.
All signals together become one number: the Demand Health Score. Your thermometer. A composite score from 0 to 100 that shows how well your market is moving towards you.
What portion of your TAM are you already reaching through any channel? This is your coverage component.
How many accounts are showing active behaviour — any type of signal at all?
Accounts showing signs of active evaluation — multiple signals, high intent.
Visits to pricing, demo and product pages — the strongest individual signals.
The score is not a snapshot — it is a trend line. A score of 42 that was 35 last month tells a very different story than a score of 42 that was 48 last month. Always look at the direction, not just the number.
Does the score rise after a campaign? Which segment responds most strongly?
Is the score growing quarter over quarter? Where do I allocate budget?
Is the market larger or smaller than last quarter? Where should we invest?
A signal is any measurable interaction between an account in your TAM and your brand. It is the digital trail a company leaves while orienting itself — long before they reach out.
How many companies in your TAM are showing any activity at all? More or less than last month? This is the thermometer of your total market.
What type of engagement is it? A LinkedIn impression weighs less than a website visit. A homepage visit weighs less than a pricing page visit. Look at the type, not just the volume.
Is an account showing multiple signals across multiple weeks? That is momentum. A one-off visit is noise. Repeated combined behaviour is a warm account.
Impressions, likes, comments, shares, ad clicks, video views. Active behaviour (reactions) weighs more than passive (impressions).
Which pages visited (pricing vs. blog), how frequently, how long. Repeated visits from the same account is a strong signal.
Opens and clicks per account, repeated email behaviour, deals and contact moments in HubSpot or Salesforce.
Which audience segments click more than average? Which ads lead to website visits from ICP accounts?
Live Pulse is the real-time overview of market activity in your TAM. You see which companies are moving, which signals they are showing and how that compares to previous periods. Check it daily — it takes 5 minutes and delivers immediate prioritisation.
TAMtracker works best when the foundation is solid. Go through these steps in order — each step builds on the previous one.
Upload or discover the companies that match your ICP. Use firmographic characteristics (sector, size, region), technographic characteristics (which tools do they use?) and behavioural characteristics. Quality over quantity — a sharp TAM delivers sharper data.
Connect LinkedIn Ads, website (via IP tracking script), Google Ads, email campaigns and CRM (HubSpot or Salesforce). Pro tip: export your TAM monthly as a CSV and upload it into LinkedIn Campaign Manager — this ensures your ads target exactly your TAM.
Set your role (demand gen, CMO, CEO, sales, agency) and add your Point of View and Strategic Narrative in settings. More context means sharper recommendations. The AI Coach automatically adjusts its tone and depth to your role.
Choose only the signals that lead to a concrete action. Too many alerts = noise = you stop paying attention. Set: pricing visit → notify sales. Three signals in 7 days → mark as warm. Dormant account suddenly becoming active → Slack notification.
Labels keep your TAM structured. Use at minimum: Customer, Prospect, Partner, Not relevant. Labels enable filtering and prioritisation — you always work with the right subset of your TAM.
Set which pages on your website signal strong intent (pricing, demo, product) and which to exclude (homepage, blog, vacancies). A pricing visit is fundamentally different from a blog visit — this is where signal quality is created.
The AI Coach is an integrated AI assistant in TAMtracker, built on Claude (Anthropic). It combines your Demand Health Score, TAM data and signal patterns with contextual knowledge about demand generation to give concrete recommendations.
The AI Coach is not a generic chatbot. It works with your data. Its answers are always based on what it sees in your TAM, your score and your campaigns.
Generates scripts based on signals from a specific account. Prioritises which accounts are most relevant right now.
Suggests campaigns based on market movement. Writes ad copy tailored to your TAM segments.
Analyses why your score is rising or falling. Identifies which segments are warming up and which are lagging.
Prepares sales conversations with all available signal data per account in plain language.
"What should I do with my marketing?"
"My Demand Health Score dropped from 54 to 41 in 6 weeks. LinkedIn reach stayed the same but website visits from ICP accounts dropped 30%. What is likely causing this and what are my three priorities?"
For teams getting started with the AI Coach.
For teams using the AI Coach on a weekly basis.
For teams using the AI Coach as a daily steering instrument.
The biggest frustration for B2B marketers is being unable to prove their campaigns work — unless leads come in directly. TAMtracker breaks that pattern. You can now show that the market is moving, even before the leads arrive.
Demand Health Score over the past 3, 6 or 12 months. Is the line rising? Then your strategy is working. This is your primary boardroom number.
Which segments are warming up? Which are still cold? This shows where the market is ready and where work still needs to be done.
How many accounts have shifted from "unknown" to "warm"? This translates market movement into concrete pipeline potential.
Facts, trend, expectation. That is boardroom language.
Honesty pays off. Always include the explanation and a plan:
From "how many leads did we get" to "which segments are warming up and why?"
From "when will more leads come" to "these accounts are warm — call them this week."
From "is our marketing working?" to "the score is rising in segment X — double the budget there."
TAMtracker works best when you keep the rhythm. 30–45 minutes per week is enough to steer well. Not hours — but consistent.
Choose how you would like to get help with TAMtracker.