---
title: "Market Map"
type: playbook
evidence_type: method
category: "GTM Structure"
publisher: "LeanScale"
date_modified: 2026-07-27
word_count: 1838
topics: ["gtm-strategy", "brand-positioning"]
canonical_url: https://knowledge.leanscale.team/playbooks/market-map-playbook/
source: "LeanScale Knowledge Hub — https://knowledge.leanscale.team"
license: "Free to quote and cite with attribution to LeanScale."
---

# Market Map

**Evidence type:** method (what we prescribe)

Light on meetings, heavy on up-front analysis. Most of the value lands before the discovery call. 1 Blueprint Research inside + outside their systems; pre-build the ICP & Persona matrices and a valuation model.

## Four phases, one motion.

Light on meetings, heavy on up-front analysis. Most of the value lands before the discovery call.
1
Blueprint
Research inside + outside their systems; pre-build the ICP & Persona matrices and a valuation model.
Output Approved scoring + valuation model
2
Build
Get + enrich the accounts (Clay), score them, and roll up TAM by tier in an interactive dashboard.
Output Enriched universe + TAM artifact
3
Enable
Presentation, the matrices, and ongoing dashboard access. Enable any process changes.
Output Living map + enabled team
4
Maintain
Keep the signals live; re-score on change; revisit the model quarterly.
Output A map that stays true
Start Here

## Kick off with the plugin.

No setup needed — the plugin makes the repo for you. Download it, tell it the CRM and the customer,
and it guides you through the whole thing. (Or paste the prompt below into your Claude.)
paste into Claude Copy prompt
# Market Map — kick off
Download the LeanScale Market Map plugin, then tell it:
· Which CRM — [Salesforce | HubSpot] instance
· The customer — [Customer Name]
It clones the repo for the customer, reads AGENTS.md, and runs the kickoff:
1. Pull internal signals — closed-won/lost, ACV/LTV, contact roles.
2. Run external research (deep-research agents + CB Insights).
3. Draft the ICP + Persona matrices (~50–80% right) for the discovery session.
4. Propose an account-valuation model and a first TAM cut by tier.
Prereqs
Just a repo — and the plugin creates it. No server needed (that's only for ongoing support).
Works against Salesforce or HubSpot .
1
Phase 1

## Blueprint.

Blueprint is light on meetings — often a single ~1-hour
discovery — but heavy on prep. You show up with the ICP and Persona matrices already built , maybe
50–80% right, so the customer pokes holes instead of staring at a blank page. That's the premium experience.
1.1 · The Up-front Research

### Build the matrices from two sides.

External — the market
Deep-research agents for firmographic, funding, and technographic signals
CB Insights — the one paid pro source we lean on (skip Crunchbase / Pitchbook unless already paid)
What signals define a great-fit account, and who to look for
Internal — their own data
Closed-won / closed-lost, avg ACV, avg LTV — who sticks around and pays a lot, and what they share
Contact roles on opportunities — which personas actually drive deals (activity + transcripts)
Combine it all with the Vasco context graph when it isn't clean in the CRM
Check the CRM already has the enrichment fields (technographic, firmographic, tier/score)
1.2 · The ICP Matrix

### Score the accounts.

Every attribute gets a best / good / potential / off-limits version and a weight (1–10). That's the account-scoring model.
Geographic Funding Firmographic Technographic Problem / Pain Executive Sponsor Champion
Tier 1 Great Fit United States Series A, B, or equivalent maturity B2B, SaaS, AIaaS Salesforce, HubSpot Full Stack RevOps Investors (VC or PE) CEO, CFO, CRO
Tier 2 Good Fit Canada Series C, D or equivalent maturity B2B Services — Sales Ops, Marketing Ops, CS Ops CEO, CFO, CRO GTM Leadership
Tier 3 Potential Fit UK Seed B2B Marketplaces — Systems Admin Head of RevOps RevOps Leadership
Off Limits No Fit Rest of World Public companies or lifestyle business B2C, Non-Tech Not using GTM tech stack One-off projects Manager level or below ICs only
Weight 1–10 8 5 10 10 8 5 5
1.3 · The Persona Matrix

### Score the people.

Same idea, for buyers. Then expand each with a preliminary signal — an example from a closed-won deal ("here's what it looked like when it first came in").
Title Experience KPIs Pain Buying Motivation Cultural Attributes
Tier 1 Great Fit CRO Seasoned — in the role 3+ times before Full ARR ownership Holistic GTM ops pain — reporting / systems / process Getting ops in order for a strategic event (fundraise / exit) Practical, pragmatic, decisive, strategic, fast-paced
Tier 2 Good Fit Head of RevOps, CMO, VP Sales, VP CS, COO Experienced — in the role at least once Functional KPIs — bookings / pipeline / churn Specific pain — systems / reporting / process Hit company-wide KPIs / OKRs Innovative, experimental
Tier 3 Potential Fit Founder / CEO / CFO Newbies — first time in role Financial metrics Systems-only or point projects Hit departmental KPIs / job security / promotion Slow-paced, indecisive
Off Limits No Fit CTO, Head of Engineering n/a Product-only KPIs n/a n/a Aggressive, combative
Weight 1–10 8 5 10 10 8 5
1.4 · Valuing an Account

### Ways to value a potential account.

Leverage firmographic data and your existing base to make reasonable assumptions about what an account is worth.
Peg it to something publicly available that ties ~1:1 to revenue — then triangulate.
1
Revenue coefficient
A coefficient tied to the account's annual revenue.
2
Employee-size coefficient
A coefficient tied to employee headcount.
3
Product-specific coefficient
Based on specific volumes you can associate with your product.
4
Like-accounts comparison
Segment and profile your customers, then match current values to similar potential customers.
5
Combination
Combine a few methods to triangulate the account's potential — usually the right answer.
Why pre-build it
Showing up with the matrices already drafted makes discovery a hole-poking session , not a blank
page — "we're ~50–80% there; tell us where to fill the gaps." That's what makes it feel premium.
2
Phase 2

## Build.

Now get the data, score it, and roll it up. The CRM build is
light — the heavy lifting is enrichment and the TAM artifact.
2.1 · Get the Data

### Clay for coverage; Claude for the first pass.

1
First pass with Claude, on our tokens
Stand up a real database of whatever's publicly reachable so the customer has something tangible immediately — with the gaps called out.
2
Then Clay to do it properly
Clay gives the best coverage (its API now connects to Claude). Bring-your-own-enrichment — introduce them to Clay, or white-label our credits. Niche industries may need a specialist source (e.g. Structora for home inspectors).
3
Accounts → contacts → scores → value → tiers
Pull accounts, then contacts, run the account + persona scores, attach a value to each account, and group into Tier 1 / 2 / 3 / off-limits. Now you can read the TAM in each.
2.2 · CRM Build (light)

### Keep the scoring logic in Clay.

In the CRM
Fill gaps in enrichment fields — technographic, firmographic
Account tier + score fields
A record-triggered "Send to Clay" flow (or button) — the CRM is just the trigger
In Clay
The scoring logic lives here, not the CRM
Monitors company-level signals → re-scores and writes the tier back
Signal-based refill by default; can run two-way if needed
2.3 · The TAM Artifact

### The star deliverable.

An interactive TAM dashboard — and the place the customer approves the scoring + valuation models, which kicks the whole build off.
$2.3B Total TAM
$60M Tier 1
$308M Tier 2
$1.9B Tier 3
TAM by tier
$2.3B
By geography
By industry
By assigned rep
Illustrative. The live artifact adds a map view, a 3-axis (X/Y/Z) graph, and sliders to re-weight attributes and move tier thresholds — every chart updates live, with a reset to the recommended model.
Cuts

### An example output.

Tier 1 means meeting all Tier-1 qualifiers — selective, and still worth $60M. Tier 2 can mix Tier-1 and
Tier-2 qualifiers (no Tier-3). Tier 3 is everything else.
Tier 1
$60M
US-based
Series A, B, C
B2B SaaS
Tier 2
$308M
Canada
Series D
B2B Services
Tier 3
$1.9B
UK
Seed funding
B2B Marketplaces
2.5 · Signals to Monitor

### What triggers a re-score (and, later, outbound).

Fundraising
New hires
Departures
New product launch
New office / market
PR disaster
Events
Niche
Some customers want bespoke signals — e.g. one client wanting to know when accounts are buying GPUs
(that one takes serious web scraping). Scope the exotic ones deliberately.
3
Phase 3

## Enable.

Lighter than most — mostly handing over a living map.
📄 Presentation + materials
Hand-off
The ICP + Persona matrices
The valuation model
The TAM dashboard walkthrough
🔓 Ongoing access
Live
Standing access to the dashboards
The repo, cloned for the customer
⚙️ Process changes
If any
e.g. reps now logging contact roles on new deals
Enable on those — hopefully few
4
Phase 4

## Maintain.

Time-based · quarterly
Revisit the model every quarter: has anything changed about why an account lands in a given tier ,
or why it belongs on the ABM target list ? Re-tune weights and thresholds.
Signal-based · ongoing
Keep the signals running. A raise, a big hire, a launch → Clay re-scores the account and updates the
tier, and can prompt enrichment or outbound . Update the valuation model when the market moves.
Where It Leads

## The prerequisite for the fun stuff.

Market Map is the foundation the next projects stand on. Do it first.
Next

## Debrief the project.

When a Market Map engagement wraps, spend sixteen
minutes with the debrief agent. Teamwork already knows what got built and when. This is for the
part none of our systems can see — the call that could have gone either way, the thing the customer
wanted that you refused, the near-miss that never became an incident, and above all the places
this playbook turned out to be wrong. What comes out of it gets written back into this page.

### Before you start

Two minutes of thinking beats sixteen minutes of recall. Have these in your head —
you don't need notes, and you definitely don't need a script.
The universe and the tier split — roughly how many accounts, and how they landed across tiers.
Whether people-scoring survived — the playbook says build both sides; the people side is the one that quietly gets dropped.
Whether anything has triggered a re-score since handover, and whether the thresholds held.
Sixteen minutes, one sitting. It's a voice conversation, so your browser will
ask for microphone access — use headphones or the agent will hear itself. Chrome is the safer bet
over Safari.

#### What this is, and isn't

It's a craft debrief , feeding straight back into this playbook.
It is not an assessment. Nothing here goes near performance review.
It's attributed — Anthony reads it with your name on it.
"This took two weeks longer than it should have because of X" is the most useful thing
you can say . Say it.

#### If it doesn't load

No mic prompt? Check the padlock in the address bar — the browser may have blocked it.
Agent talking over you? Headphones. It's hearing itself through your speakers.
Still stuck? Message Anthony rather than burning fifteen minutes on it.
The transcript takes a moment to generate after you hang up. You'll get a recap
emailed to you.

### Hand over the artifacts too

The debrief asks what you built that's worth reusing. This is where you actually hand it
over — dashboards, field maps, flows, templates, scripts, spec docs. Files land in the
project's Drive folder; links go into the artifact register so the next person can find them.
Thirty seconds, and do it while the project is still in your head.
“I'll upload it later” is exactly how assets end up trapped on an account.
Add an artifact →
LeanScale · Delivery OS
The Market Map playbook — the internal standard for defining who a company should sell to, and how much
that market is worth, across Salesforce and HubSpot.

## Canonical

https://knowledge.leanscale.team/playbooks/market-map-playbook/