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“A huge TAM is amazing for recruiting, raising money, and inspiration. However, when the rubber hits the road it’s quite different. We used to try to make it work regardless of how the customer fit was. We are now more deliberate and pragmatic about whom we are going to market for.” - Andrew Berger
Andrew Berger VP of Sales at Front joined Scott Britton and Andrei Newman on the Business Is Human Podcast to discuss how to attack a horizontal TAM, the importance of saying no, and how to effectively drive internal alignment

Here are some quick takeaways:
  • You need to be okay with churn amongst customers you are not building for (outside of ICP).
  • Saying ‘no’ to prospects that are bad fits will allow revenue teams to focus on the prospects that matter most (and make more money in the process).
  • Storytelling is especially critical when you cannot gather metrics from a prospect.
  • Effective managers drill down expectations yearly, quarterly, monthly, weekly, and take their people ‘along the journey.’



Andrei Newman

Written by Andrei Newman

Product Manager