Opportunity modeling

Opportunity modeling helps organizations prioritize high-value opportunities and develop long-term strategies tailored to specific customer needs.

For B2B, opportunity modeling occurs at the account level and is the process of evaluating and forecasting the long-term potential of both prospects and existing customers by leveraging firmographic data. Often starting with the total addressable market (TAM), opportunity modeling uses firmographics, such as company size, industry, revenue, and growth potential to estimate the value and strategic importance of each account. By analyzing these characteristics, businesses can assess the likelihood of success, future revenue potential, and the overall fit of each account with their product or service offerings.

For B2C, opportunity modeling can help organizations evaluate growth opportunities within key customer segments and geographies, and evaluate customer segment expansion opportunities compared to product development requirements to service those new segments. Similar to B2B, opportunity modeling for B2C seeks to understand the total addressable market for a customer segment, and then uses demographic characteristics to identify prospect pools.

In addition, opportunity modeling helps forecast not just immediate sales potential, but also long-term partnership value, guiding decisions on how to nurture relationships with current customers and allocate resources for new prospects. This enables more efficient sales planning, better account management, and sustained business growth.