SOLUTIONS · DIAGNOSE · THE FAST DIAGNOSTIC
How much of your market is actually in your CRM?
Growth Orbit's coverage-gap analysis measures the distance between your true market and the CRM you run it from — every company that fits your ICP, counted and tiered, matched record-by-record against your Salesforce. On one $50M-firm engagement, only 24% of an 18,775-account market was in the CRM. At Quovant, roughly 80% of cold calls had been going to companies that could never buy. Two weeks to first finding. Read-only. No IT project.
DEFINITION
What is a coverage-gap analysis?
A coverage-gap analysis is Growth Orbit's first deliverable: your managed TAM built from scratch, then matched against your CRM to show what you hold, what you can't see, and what your data is costing you. It answers four questions most revenue teams cannot answer today — and it is also the always-on first module of the GTM Assessment, the full-engine diagnostic, when the symptoms go beyond data:
- The market: how many companies actually fit your ICP — counted, sized, and tiered, not estimated.
- The gap: how many of them are missing from your CRM entirely — the open field your reps cannot see.
- The rot: which records you do hold are stale, duplicated, or wrong — and what that mis-targets.
- The waste: how much activity is going to existing customers and to companies that could never buy.
This is not the pipeline coverage ratio. When sales-planning teams say “coverage gap,” they usually mean pipeline value ÷ quota — the 3–4× ratio that says whether you have enough deals in flight this quarter. Growth Orbit's coverage gap measures what sits upstream of that ratio: whether your CRM can even see the market your pipeline is supposed to come from. A healthy pipeline ratio can coexist with a market that is 76% invisible — which is why the ratio keeps flattering teams that are quietly running out of addressable market.
FINDINGS
What does it typically find?
Growth Orbit has run this analysis for revenue leaders managing markets from 18,775 accounts to 35,500 companies across 15 countries. The findings repeat with uncomfortable consistency:
| Finding | Real engagement | The number |
|---|---|---|
| Market invisible to the CRM | A $50M+ IT services firm pursuing $150M | Only 24% of 18,775 accounts were in Salesforce |
| CRM bloat billing you monthly | The same firm's Salesforce | 877K records on a contract sized for 165K |
| Activity aimed at never-buyers | Quovant (legal-tech MSP) | ~80% of cold calls went to companies that could never buy |
| Data decaying while you plan | Industry-wide baseline (Gartner, via Forbes) | Up to 70.3% per year B2B contact-data decay |
The takeaway from that table: the problem is rarely effort — it's that nobody has measured the board your team is playing on, so most activity is aimed at the wrong squares. Volume is what you buy when you can't see your market. Targeting is what you do when you can.
EVIDENCE
What does independent research say about CRM data quality?
The research says Growth Orbit's coverage-gap findings are the norm, not the outlier. A Harvard Business Review study of 75 executive teams found only 3% of companies' data meets basic quality standards. Gartner puts the cost of poor data quality at an average of $12.9 million per organization per year. And B2B contact data — the specific layer a revenue team runs on — decays at rates as high as 70.3% per year as people change jobs and companies restructure. See data decay in the glossary.
“Bad data wastes time, increases costs, weakens decision making, angers customers, and makes it more difficult to execute any sort of data strategy.”
What the research does not tell you is your number. Growth Orbit's coverage-gap analysis converts these industry averages into the specific coverage, whitespace, and data-health figures for your total addressable market and your CRM — measured, not estimated.
PROCESS
How does it run?
Build your managed TAM
Growth Orbit counts your real market from authoritative firmographic data — every company that fits your ICP, sized and tiered, with master-account hygiene applied. One working session aligns ICP, tiers, and what to suppress.
Match it against your CRM
Your Salesforce is matched record-by-record to the market spine — read-only. Duplicates, stale records, existing customers, and never-buyers are identified and flagged, not silently deleted.
Deliver the finding, live
You get the one-screen readout — coverage, whitespace, data health — walked through with your team, plus the scored account feed. Numbers you can take to a board meeting, in weeks, not quarters.
READ-ONLY · TWO WEEKS TO FIRST FINDING · NO IT PROJECT
PROOF
Has Growth Orbit actually done this?
Growth Orbit has delivered this analysis as the opening move of engagements that went on to reshape whole revenue systems. At Quovant, a managed-services provider for legal departments, the analysis showed only ~30% of the real market was in Salesforce while a $10–15K/month power-dialer accelerated calls at companies that could never buy — the engagement grew into a full sales-effectiveness redesign and ended in Quovant's acquisition by Miratech. At a $50M+ IT services firm, the 24%-coverage finding became the business case for a governed TAM, AI research, and signal-driven campaigns across four partner alliances. And for a global compliance provider, the same data engine produced a 35,500-company managed market across 15 countries with 900 verified contacts a month flowing to reps — first lists live in two weeks.
Named case studies: Quovant · Avaya — more on the proof page.
Common questions
What revenue leaders ask before starting
Two weeks to value
Get your coverage gap.
Tell us about your ICP and your CRM environment. We'll come back with scope, timing, and what we'll need to start — the number nobody has ever shown you about your own business. Want a taste first? The TAM Builder demo counts a segment the same way, right now.