Cracking the code on market and wallet sizing

If you’re a chief revenue officer (CRO), head of sales, or any kind of strategic business leader, you likely face these critical questions:

• What should our go-to-market (GTM) strategy be?
• How does it align to our corporate strategy?
• Where should we focus our efforts for optimal growth?
• Which markets and accounts have the greatest potential to drive profitability and minimize churn?

With so much complexity and so many questions, it may feel like you’re working harder than ever to hit your targets, but your GTM planning processes simply can’t keep up.

The reality is, most organizations don’t even know where to begin answering these questions. There’s no shared definition of market or account opportunity. Data is siloed across multiple systems and owned by different teams with different goals. Planning happens in spreadsheets or gets outsourced to consultants. The pain isn’t just in the data — it’s in the disconnect. 

They need a structured approach to market and wallet sizing to shape their strategy, and account segmentation and scoring focuses teams, using insights from every corner of the business.

Act with precision

Unstructured processes lead to misalignment across sales, marketing, and customer success, leading to inefficiencies, missed opportunities, and wasted revenue chasing the wrong priorities.

Do any of these challenges sound familiar?

• Limited visibility: Market analysis is hindered by siloed, outdated, and unreliable data.
• Inefficient processes: Manual and duplicative tasks lead to reactive, subjective decisions.
• Disconnected workflows: Misaligned teams struggle to match capacity with market demands.
• Missed opportunities: Lack of agility prevents timely responses to market and account potential.

What's needed is a way to consistently identify the most valuable markets and accounts, allocate the right investments and teams around them, and orchestrate revenue across the business.

Align efforts and unify teams

Effective market and wallet sizing requires data from a variety of sources: internal CRM, marketing, and sales data, as well as external research reports, surveys, and market trends.  With proper analysis of market and account opportunity, you can confidently shape your strategy — including product launches, mergers and acquisitions, and new market entry. It also enables you to adapt your approach to ongoing economic, market, or competitive volatility.

But for many organizations, these data sources are siloed and disparate, so GTM leaders cannot get a complete view of the business. What’s more, GTM planning processes are disconnected, and different teams across the GTM functions often have different goals. As a result, strategic GTM decision-making is subjective, leaving the business open to missed opportunities and risk.

Additionally, segmentation and scoring rules generally need to be validated by all GTM stakeholders, including sales leaders, customer success teams, marketing, and the CRO to ensure alignment with actual account knowledge. This manual process requires human feedback to refine the approach and inform downstream processes.

Discover what unfolds when you get it right

When you focus on the wrong accounts, your customer acquisition costs go up, your win rates go down, and your productivity plummets. When segmentation and sizing is done right — embedded in your GTM planning process and not bolted on after the fact — you unlock massive potential.

• GTM teams are aligned and productive on day one of the fiscal year
• Strategic decisions are based on facts, not gut feel
• Cross-sell and upsell are not random — they’re orchestrated
• Renewals and retention become intentional, not reactive
• And the CRO has the confidence to commit — to the board, to the CEO, and to the field

Power GTM precision with an out-of-the-box solution

Anaplan’s Segmentation and Scoring application brings together both market and wallet sizing and account segmentation and scoring into a single, connected process — so you can stop second-guessing and start focusing where it counts.

It provides complete visibility of historical, forecasted, and predictive data in real-time across products, services, geographies, and customer segments. This multidimensional view allows operational teams to collaboratively design both high-level GTM strategies and detailed execution plans. With built-in tools to define ideal customer profiles, manage account hierarchies, rule and score-based segmentation, GTM teams can focus resources where they’ll generate the most impact.

Scenario planning is targeted and efficient, with segmentation and scoring processes tailored to sales, marketing, customer success, and partner strategies. Collaborative workflows streamline feedback, approvals, and plan distribution — ensuring GTM plans are not only strategic but executable, timely, and aligned to revenue and growth goals.

Activate ready-to-use best practices

Anaplan’s Segmentation and Scoring application empowers you to improve GTM productivity, focus on the highest value accounts, and reduce operational costs and risks. There are plenty of tools out there to help run sales effectively — but this isn’t about sales enablement, it’s about strategic focus. It’s about knowing where your next dollar of growth is going to come from so you can put your best people on it.

Anaplan stands apart by providing clear, connected planning visibility — unifying data, teams, and workflows with speed, transparency, and flexibility.