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Project Foundation

One living view of our entire market — built to keep itself current.

GOAL 1
Prove the TAM Grid
A working proof of concept: 3 representative companies mapped against all 55 World 50 groups — members, known prospects, and white space made visible.
GOAL 2
Map the whole TAM
A comprehensive list of every company — and every eligible business unit — in our total addressable market, ready to flow onto the grid.

Two goals, six weeks. Click through to see how they fit together. →

The Concept

Our market is a grid.

Down one side: every company in our TAM. Across the top: all 55 World 50 groups — Marketing 50 for CMOs, Finance 50 for CFOs, and 53 more. Every cell is one question: does this company have an executive who belongs in this group?

55 World 50 groups →
↓ Companies
each cell = one company × one group
Answer that question for every cell — and keep the answers fresh — and we always know exactly where our members are, where our prospects are, and where we've never looked.
Goal 1 · The Proof of Concept

Start with 3 companies that stand in for the whole market.

One from each segment we serve. First question for each: which of the 55 groups is it eligible for?

55 World 50 groups →
Eligible group Not eligible
0/55
Microsoft · World 50
0/55
$1–10B co · Series II
0/55
PE-backed co · Growth
Goal 1 · The Proof of Concept

Now paint the grid with what we know.

Every eligible cell is one of three things: a member we serve today, a known prospect we've validated and reached out to recently — or white space: a seat we know exists, held by an executive we've never identified.

55 World 50 groups →
Member Known prospect White space Not eligible
0
Members
0
Known prospects
0
White space seats
The amber cells are the point. Half the eligible seats across just these 3 companies are executives we've never even identified. That's not a list problem — it's a discovery problem.
Goal 1 · Filling the White Space

Ask an agent one simple question per empty cell.

“Who is the COO of Mastercard?”
🤖
Agent finds the person
Researches the seat and comes back with a name.
➜
🪪
Identity resolution
Do we already know them? Match against our data and ZoomInfo.
➜
✨
Enrichment
Fill in title, tenure, and contact from our data providers.
➜
🔲
Grid updated
The cell flips from white space to known prospect.
Mastercard × Operations 50:
?
white space → known prospect
One question, answered thousands of times in parallel. The white space doesn't get worked down manually — it gets resolved systematically.
Goal 1 · Staying Current

The grid watches for change — so it's never stale.

People change jobs. Companies get acquired, spin out, cross revenue thresholds. Each change flips cells — and the same agentic loop re-runs on whatever changed.

A quarter in the life of one row:
Mastercard
today
Mastercard
next quarter
Member Known prospect White space
📣 CMO departs → cell reopens as white space → agent re-runs → new CMO identified in days, not quarters.
🎉 Prospect joins → cell turns green. Progress against TAM is now visible, cell by cell.
The grid isn't a snapshot we rebuild every year. It's a living system that keeps itself true.
Goal 2 · The Full Map

Meanwhile: find every company that belongs on the grid.

In parallel with the POC, we build the comprehensive list — every company and every eligible business unit in our TAM. Each one becomes a new row, ready for the same treatment.

Microsoft
POC · painted
$1–10B co
POC · painted
PE-backed co
POC · painted
… every eligible company and business unit, discovered in parallel rows: 3+
After 6 weeks, the two goals converge: a proven grid, and a full roster of rows to load into it.
The End State

One grid. The whole TAM. Always true.

It starts in Snowflake — but the grid becomes the standard that keeps our operational data honest.

❄️
Snowflake
Where the grid lives: eligibility, identity, enrichment, and change detection run here.
🔳
The TAM Grid
Every company × every group. Member, prospect, or white space — always current.
☁️
Salesforce
The grid becomes the benchmark that ensures everything we keep in Salesforce is operational and correct.
6
Weeks
2
Goals
55
Groups
1
Source of truth
Project Foundation: build the grid once — then let it keep itself true.
Proof of concept in 6 weeks. Full TAM view as the system scales.