The serviceable obtainable market (SOM) represents the share of the total addressable market (TAM) that a business can realistically capture, based on its current resources, market presence, and operational capacity.
In B2B marketing and strategy, SOM helps turn broad market potential into achievable growth targets. By grounding projections in data such as customer reach, competition, and distribution capability, it connects ambition with realistic execution.
Understanding SOM enables teams to focus on the most attainable opportunities, prioritising investment, resourcing, and go-to-market planning where they can deliver the greatest impact.