A lot has changed since publishing the Reframe 2017 State of the Total Market Industry Report.  When the report was introduced, the ambition was to create a third industry vertical, track brands and businesses performance that reflected the total addressable and serviceable markets.

At the time, the idea of a third industry vertical and innovative go-to-market approach was not met with open arms because of the perceived threat to the $1T “general or mass and multicultural” marketing industry model.  We were often asked to pick one.  Either it was a marketing services solution for the “general” or “multicultural” market industry vertical.  We chose neither and pursued a modern path.

Here’s what’s changed since 2017:
For brands and businesses, first party data is now more attainable because of the multiplicity of channels available for audiences to leave their addressable data footprints. 

What this means for brands and businesses are more commercial outcomes that reflect the total addressable and serviceable markets.  10 years later and 50+ F500 customer engagements later, here’s what we learned:

Key Learning #1
For industry associations, resistance to the idea of a third industry vertical that reflects the total addressable and serviceable market thwarts innovation and diversity of thinking.  Because of this, members are slow to future proof their brand and modernize their commercial go-to-market approach.

Key Learning #2
For brands and businesses, we found many desired the ambition of commercial outcomes that reflect the total addressable and serviceable markets, however lacking the systems (technology) required and organizationally, structural barriers limit the speed of change internally.

Key Learning #3
Because algorithmic outcomes, powered by automation and artificial intelligence are transforming industries, brands, businesses and industry associations that do not possess the ambition of growth that reflects the total addressable and serviceable markets, the growth gap exponentially widens.

Implication:  Modernize or Else.

Here’s the good news.  We did not stop pursuing the idea of a new industry vertical and approach that reflects the total addressable and serviceable markets.  We did not pick one, we built our own industry vertical and validated an innovative approach.

Here’s what’s next:

(1)   To raise awareness of the problem, share findings and best practices for how to solve the problem, we are introducing The State of The Total Market Industry Vertical 10 Years Later.

(2)  Beginning April 2026, we begin our journey of preparing for the 2027 State of the Total Market Industry Vertical Report.

(3)  Last, want to accelerate growth that reflects the total addressable and serviceable markets, we are planning podcast episodes, a salon, a summit and an accelerator.

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