Great Execution: The Hidden Strategic Asset in Tech Communications

When a founder of a cybersecurity startup asked me about my PR approach recently, I kept it real: "Great execution is a strategic asset." Not just some fancy catchphrase – it's the truth that separates winners from wannabes in today's packed tech landscape.

Everyone talks about impressions, share of voice, and all those traditional PR metrics. They matter, but they're just scratching the surface. Want real impact? We need to dive into the data that actually moves markets and drives buying decisions.

The Real Game-Changers: TRM and SOM

Let's cut through the noise and focus on what really matters:

1. Total Relevant Market (TRM) Forget those bloated TAM numbers – TRM zeros in on the customers who actually need what you're selling. TRM shows you exactly where your message will land and gives you the foundation for communications that actually work.
2. Serviceable Obtainable Market (SOM) Gets very specific about your unique edge -- SOM takes into account how you reach customers. This knowledge considers what you can realistically deliver based on real customer behavior, not a guess.

The Gold Mine You're Sitting On

Here's the thing – most companies have this goldmine of data just sitting in their CRM or gathering dust in board decks. Big mistake. This stuff should be driving your communication strategy every single day.

Turning Insights into Results

When you get serious about using TRM and SOM data, you can:

• Speak directly to the people who matter
• Put your resources where your customers actually hang out
• Create content that solves real problems
• Build thought leadership that actually means something (I call this a Leadership Fingerprint - it's unique to your business)

Speed Wins

Look, in tech, you can't afford to wait around. At Signal&Noise, we've cracked the code to deliver real impact in 30 days or less. Not by cutting corners – by using data to work smarter.

Our Secret Sauce

Great execution isn't about doing everything – it's about doing what works. With solid TRM and SOM data, you can:

• Target the customers who are ready to buy
• Craft messages that actually resonate
• Put your resources where they count
• Get to market leadership faster

If you're not using TRM and SOM data in your communications, you're fighting with one arm tied behind your back. The good news? You probably already have these insights. You just need to put them to work.

Ready to get serious about data-driven communications that actually deliver? Let's talk about building your leadership fingerprint.

About the Author: Carmen Angela Harris is the founder of Signal&Noise, a strategic communications consultancy specializing in helping cybersecurity and AI companies transform technical innovation into market leadership.