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A signal-driven view of Amex’s addressable market

We synthesized your ICP, mapped the addressable market, and scored every account against Amex’s buying signals. See below for a snapshot of your in-market accounts and top contacts.

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Step 01 · Understanding ICP

We analysed how Amex goes to market

Firmographics

2,000–50,000 FTE, $400M–$150B revenue
Multi-entity enterprises with distributed T&E, fragmented card programmes or manual supplier payments
US national + Canada

Verticals

Professional & Business Services
Healthcare & Life Sciences
Manufacturing & Distribution
Technology & Media

Buyer Personas

CFO
VP Finance
Controller (economic)
Treasury, Accounts Payable, Procurement

Step 02 · Scoring & prioritising

Every account scored against Amex’s buying signals

Baker Tilly US Accounting · 10,740 employees · Illinois

90Fit

Signal stack 34 / 34
Firmographic fit 22 / 22
Complexity & footprint 20 / 20
Technographic 8 / 14
Strategic geo & PE 6 / 10

What fired

66 locations to standardise a platform across
1200 open requisitions live on the careers site
1.9% technical staff against 10,740 employees, a clear capacity gap
CEO 7 months in seat, inside the re-evaluation window
NetSuite, Oracle, Rival Card in the stack

Anatomy of a score

Signal stack: open requisitions, share of headcount that is technical, CEO time in seat, recent capital or M&A events.
Firmographic fit: employees and revenue against the ICP band.
Complexity and footprint: site count and headcount.
Technographic: Concur, Expensify, Coupa, SAP in the stack, plus legacy markers like Manual Expense Report, Paper Receipt, Spreadsheet Expense, Check Payment.
Strategic geo and PE: New York / major US enterprise hubs HQ, private equity or M&A ownership.

The secret sauce

Six signals a generic data tool cannot assemble

Landbase-native signal	Why it cannot be replicated	What the rep leads with
Job postings and IT-capacity gap	Live reqs naming Concur, Expensify, Coupa, SAP or cloud platforms, measured against technical headcount. Shows who is mid-programme and short-staffed.	Virtual cards and automated controlsIntegrate with the incumbent expense or AP platform
Rival ERP and legacy stack	A rival or ageing estate marks a displacement or upgrade window rather than a cold start.	B2B supplier payments
Existing Amex footprint	Manual Expense Report, Paper Receipt, Spreadsheet Expense, Check Payment identify expansion accounts where the relationship already exists.	Integrate with the incumbent expense or AP platformWorking capital and DPO optimisation
Leadership tenure, CIO or CFO	A new CIO or CFO inside 18 months is the single most reliable window for a platform decision.	New CFO or Controller
Multi-site and multi-entity complexity	Location count and entity spread predict consolidation pain.	Consolidate distributed T&E programmes
Capital events and M&A	Funding, acquisitions and carve-outs force system consolidation on a deadline.	B2B supplier paymentsIntegrate with the incumbent expense or AP platform

Step 03 · Building TAM

A slice of your addressable market

2,139

In-band accounts scored

2,000–50,000 employees, 4 industry suites, deduplicated on the company graph

724

Qualified market

Fit score 60 or above: the accounts worth working across the next several quarters

72

Tier-1 priority targets

Fit score 75 or above, from which the 100 named in this brief are drawn

What is actually true about those 100 accounts

Hiring surge97

Install base88

Thin IT87

PE / M&A signal78

Priority hub HQ62

Multi-site45

New CEO39

Recent CEO20

Each bar is how many of the 100 are firing that trigger today. Tier-1 accounts stack two or more inside a 90-day window, which is what separates them from a company that merely looks like a fit.

Step 04 · Mapping buyers to accounts

A snapshot of your accounts and buyers

25 of 100

#	Company	Vertical	Employees	Revenue	Sites	Fit
1	Baker Tilly US	Prof Services	10,740	$1.8B	66	90
2	BDO USA	Prof Services	11,271	$2.8B	74	88
3	Grant Thornton (US)	Prof Services	11,527	$2.4B	47	88
4	Crowe	Prof Services	9,461	$1.3B	46	87
5	EisnerAmper	Prof Services	4,187	$735M	55	87
6	Korn Ferry	Prof Services	21,400	$2.8B	102	86
7	Lockton	Health & Life Sci	15,145	$1.3B	103	85
8	Brown & Brown	Health & Life Sci	13,590	$5.9B	101	84
9	R1 RCM	Health & Life Sci	23,031	$2.3B	11	83
10	The Clorox	Mfg & Distribution	8,161	$7.1B	29	83
11	Topgolf	Tech & Media	12,439	$4.6B	5	83
12	Gilead Sciences	Health & Life Sci	14,810	$29.4B	29	82
13	Epiq	Prof Services	8,277	$1.0B	26	81
14	Brunswick	Mfg & Distribution	9,536	$5.4B	33	81
15	Dave & Buster's	Tech & Media	13,318	$2.1B	103	81
16	Kirkland & Ellis	Prof Services	8,996	$3.2B	26	80
17	UT Southwestern Medical Center	Health & Life Sci	19,443	$3.1B	23	80
18	Medline	Health & Life Sci	18,925	$25.5B	29	80
19	Brookdale	Health & Life Sci	20,828	$3.2B	3	80
20	Oak Street Health, part of CVS Health	Health & Life Sci	5,225	$2.2B	47	80
21	ITW	Mfg & Distribution	18,845	$16.0B	41	80
22	The ODP	Mfg & Distribution	28,281	$6.5B	4	80
23	Gartner	Tech & Media	22,082	$6.5B	28	80
24	RSM US LLP	Prof Services	19,974	$4.0B	4	79
25	CLA (CliftonLarsonAllen)	Prof Services	9,582	$2.0B	27	79

Company	Contact	Title	Buyer role	Level
Baker Tilly US	Sonia Webb	Chief Financial Officer	Economic	C-Level
Baker Tilly US	Tasha Reisz	Director, CFO Advisory	Economic	Director
BDO USA	Roland Reimink	Chief Financial Officer	Economic	C-Level
BDO USA	Jiaqi Shi	Financial Director	Commercial buyer	C-Level
Grant Thornton (US)	Richard Surett	Chief Financial Officer	Economic	C-Level
Grant Thornton (US)	Don Daniels	Chief Accounting Officer (CAO)	Economic	C-Level
Crowe	Jay VanSickle	CFO	Economic	C-Level
Crowe	James Fulton	Chief Financial Officer	Economic	C-Level
EisnerAmper	Mary Drever	Fractional CFO and Head of Outsourced Finance	Economic	C-Level
EisnerAmper	Candice Wilson	Managing Director - Strategic CFO Advisory	Economic	Director
Korn Ferry	perla ruiz	CFO México y Centro América	Economic	C-Level
Korn Ferry	Sumukhi Ramnath	Managing Associate, CEO and Board Practice, Global Financial Markets	Commercial buyer	C-Level
Lockton	Travis E. Leonard	Chief Financial Officer	Economic	C-Level
Lockton	Priscila Ali	CFO Brazil & Latam	Economic	C-Level
Brown & Brown	Paul M. Gallagher	Global Chief Accounting Officer & Controller	Economic	C-Level
Brown & Brown	Kadir Edghill	CFO - Arrowhead Programs Division	Economic	C-Level
R1 RCM	Mindy Blandford	Chief Accounting Officer (CAO)	Economic	C-Level
R1 RCM	Susan Patrick Harris	Vice President Procurement	Champion	President/Vice President
The Clorox	Kat Q.	CFO - Australia, New Zealand & South Africa (ANZA)	Economic	C-Level
The Clorox	Jacobo Wong	Chief Financial Officer	Economic	C-Level
Topgolf	David McKillips	Chief Executive Officer	Sponsor	C-Level
Gilead Sciences	Andrew Dickinson	Chief Financial Officer	Economic	C-Level
Gilead Sciences	Diane Wilfong	Chief Accounting Officer and Controller	Economic	C-Level
Epiq	Jason D. Juranek	Chief Financial Officer	Economic	C-Level
Epiq	Norah Drummey	Divisional CFO - Legal Solutions	Economic	C-Level
Brunswick	Molly A. Kotlar	Divisional CFO Vice President of Finance, Aluminum Boat Group	Economic	C-Level
Brunswick	Brian Lockhart	CFO Navico Group	Economic	C-Level
Dave & Buster's	Darin Harper	Chief Financial Officer	Economic	C-Level
Dave & Buster's	Tanis Darnell	VP, Controller	Economic	President/Vice President
Kirkland & Ellis	Tiffany Lim	Senior Finance Project Analyst, Office of the CFO	Economic	Senior
Kirkland & Ellis	Sarah Smith Almandoz	Associate Director of Travel, Meetings & Events	Champion	Director
UT Southwestern Medical Center	Matt Rosamond	Chief Financial Officer	Economic	C-Level
UT Southwestern Medical Center	Mark Meyer	Chief Financial Officer Health System	Economic	C-Level
Medline	Mike Drazin	Chief Financial Officer	Economic	C-Level
Medline	John Gruber	Chief Accounting Officer	Economic	C-Level
Brookdale	Dawn Kussow	Chief Financial Officer	Economic	C-Level
Brookdale	Teddy Hillard	Senior Vice President, Corporate Development and Assistant Treasurer	Treasury buyer	President/Vice President
Oak Street Health, part of CVS Health	Todd Albert	Senior Vice President, Finance	Commercial buyer	President/Vice President
Oak Street Health, part of CVS Health	Mike Pritchard	Controller	Economic	Specialist
ITW	Randy Scheuneman	Vice President & Chief Accounting Officer	Economic	C-Level
ITW	Marcus Piepenschneider	Managing Director / Global Test Controller, Europe at MTS Systems	Economic	C-Level
The ODP	Lillian Wong	Regional CFO, Federation	Economic	C-Level
The ODP	Max Hood	Chief Financial Officer (co-CFO)	Economic	C-Level
Gartner	Gülsen Kama	CFO Executive Partner	Economic	C-Level
Gartner	James L. Sloan	CFO Executive Partner, CFO Practice	Economic	C-Level
RSM US LLP	Jiten S.	Chief Financial Officer	Economic	C-Level
RSM US LLP	Kelly Kennedy	Financial Consulting Managing Director at RSM US LLP	Commercial buyer	C-Level
CLA (CliftonLarsonAllen)	Andre Creighton	Chief Financial Officer (CAAS Technology)	Economic	C-Level
CLA (CliftonLarsonAllen)	Paige Todd	CAAS Chief Financial Officer	Economic	C-Level
AlixPartners	Taylor Alvaro	Senior Vice President Sourcing & Procurement Transformation	Champion	President/Vice President

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scored and SDR-ready.

A 30-minute working session covering your Tier-1 accounts, the signals behind each score, and territory-ready exports for your SDRs.

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