TAM is out - TRM is in. In this episode of Author’s Cut, co-authors of the MOVE book Bryan Brown and Sangram Vajre talk about the “M” in the MOVE framework - Market. Bryan and Sangram explain why they think “Total Addressable Market” may not be the best baseline for your marketing strategy...it’s actually “Total Relevant Market”. Here’s how you find your TRM, segments, and cohorts–and use them to determine who you should market to. Next week, they talk about the "O" - This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster. Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player. Additional Resources: MOVE: The 4-Question Go-To-Market Framework Key Takeaways: Total relevant market is who you should actually be focusing your marketing energy onThe way you market should change as your go-to-market strategy shifts and growsGo and ask your organization what stage of the business you’re in. Don’t rush into the next one, until you nail this one!