As B2B marketers, our goal is to deliver effective campaigns targeted at the best opportunities that exist within our Total Addressable Market (TAM). Of course, this means identifying your TAM is the first step. The following steps are – developing your Ideal Customer Profile (ICP), comparing your ICP throughout your TAM to determine which opportunities to focus on, and then getting the right campaigns in front of them at the right time. Unfortunately, traditional approaches leave us with siloed data, stagnant (or incomplete) profiles, and the inability to support all opportunities within an account at scale. Not to mention, the amount of effort, money and time that is wasted in going after the inaccurate accounts/profiles.