Ryan Detwiller

Willingness to pay and likelihood to buy are two key numbers that can help you assess the total revenue opportunity of a product or service. In this article, we'll break down what they are, how to get the data, and how to use it in your market models.

Scalepath’s software is essentially a bridge between your market context and large public datasets we use to better understand the market. But knowing where the data comes from, and how it’s modified, is an important aspect of being confident in the results. Here’s a look behind the curtain.

The Scalepath 4C TAM Framework™ helps B2B companies define and capitalize on their TAM by exploring four aspects of the market: Customer Potential, Customer Value, Capabilities and Constraints.