Unifying mySidewalk's TAM to accelerate public sector growth

The Situation

mySidewalk, a leader in public sector data and analytics, wanted to expand its Total Addressable Market (TAM) in a mature vertical. However, they faced a critical challenge: How do we organize, enrich, and manage TAM data while maintaining continuity with our existing CRM records? With years of prospecting, selling, and delivering in the public sector, mySidewalk had accumulated a rich but complex CRM. To navigate this challenge we worked together to execute a solution that preserved hard-earned insights, safeguarded customer experience, and optimized resources to maximize the potential of their total-addressable market.

Our Insight

Enriching public sector data presents unique challenges that most B2B tools aren’t built to handle:

• Weak standard identifiers: Public organizations often lack unique domains or LinkedIn pages. Departments may or may not have independent web identities, making domain-based matching unreliable.
  
• Ambiguous names: There are hundreds of “Johnson Counties” across the U.S., and similar naming collisions at the city, county, and state level can confound standard matching tools.
  
• Cost and context risk: Reckless enrichment risked overwriting valuable CRM history or paying to enrich already well-known records.
  

We recognized that mySidewalk needed a precise, lightweight enrichment strategy—one that balanced breadth and depth without inflating costs or sacrificing data integrity.

The Solution

Working side-by-side with the mySidewalk team, we designed and delivered a phased, technically robust solution that blended CRM engineering, algorithmic fuzzy matching, and targeted enrichment to:

1. Build a private app to manage CRM queries and updates programmatically: Configured a private app to access the CRM API, enabling automated record lookups and updates.
   
2. Minimally enrich source data: Loaded the target list into Clay and set up agents to research the most granular domain or LinkedIn records.
3. ‍Iteratively deploy a fuzzy matching algorithm to:
   
   
   • Filter CRM records by state to reduce duplicate org names.
   • Match existing records on organization name, domain, and state, and other values to preserve continuity of customer experience.
     
     
4. Optimize the combined database: Developed Claygents to review, sort, and standardize records, prioritizing historical context and identify gaps.‍
5. Configure a deep enrichment waterfall to segment new and existing orgs and contacts:
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   • Scrub retirees or no-longer-employed contacts
   • Identify champions for tracking
   • Create a clean table of existing contacts to exclude from sourcing
     
   • Score and enrich new in-ICP contacts
     
     
6. Finalize and deduplicate: Load enriched contacts back into the CRM and executed CRM deduplication to ensure a clean, actionable database.
   

The Impact

"Adam's been a pleasure to work with through this process of enriching our CRM with our total addressable market. Thoughtful, communicative and creative, he helped us get our specific and atypical TAM updated, segmented and into the CRM in short order. Excellent work!"

✅ Preserved valuable CRM context and avoided redundant enrichment costs
✅ Created a unified, enriched TAM list ready for targeted outreach
✅ Improved GTM team efficiency by surfacing champions and scrubbing irrelevant contacts
✅ Built a repeatable pipeline for future TAM expansion and enrichment projects

Conclusion

Through its partnership with Greenhaus, mySidewalk transformed a complex data challenge into a scalable, efficient growth asset. The collaboration not only cleaned and expanded the CRM but also sharpened the GTM team’s ability to drive meaningful engagement across the public sector—laying a stronger foundation for growth.