Expand Your TAM by Thinking Horizontally

A not so new, but often overlooked approach to generating new business.


In the video conferencing space, vendors have traditionally thought of their customer segments falling into four main groups: government, education, medical (with some overlap in the case of university hospitals, county health clinics, and veterans hospitals), and corporate.  Within these large segments there are, of course, multiple verticals that can be described, depending on the level of granularity needed..

For example, corporate might include automotive, aerospace, pharmaceutical, life sciences, food, manufacturing, retail, etc.  We believe that most channel partners, in turn, have followed a similar line of thinking in organizing their sales forces and marketing programs.