The Serviceable Obtainable Market (SOM) Strategy

• Every customer has a definable Serviceable Obtainable Market (SOM)
• FSEs typically are responsible for several customers, and their customers combined SOM is the FSE’s total SOM available opportunity
• The sum of all the customer’s SOM is the available opportunity for the territory
• Some customers already generate revenue, others represent potential revenues
• Each FSE is responsible for defining each customer’s SOM, forecasting revenues, and developing and implementing a strategy to capture the SOM being awarded to competitors.