B2B sales glossary
Share of voice (SOV) is your brand’s share of the total visibility in a market — of advertising, search results or conversation — compared with competitors, shown as a percentage.
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SOV = your brand’s measure ÷ the total for the whole market × 100. The “measure” depends on the channel: ad spend or impressions for advertising, mentions for social media and PR, or clicks and rankings for search.
Brands track SOV because, over time, a share of voice above your market share is associated with growing share, and one below it with losing share.
Social mentions in a category over one month, split by brand:
Worked example — illustrative numbers. Mentions in one month.
| Term | In one line |
|---|---|
| Sales Trend | A sales trend is the directional movement of sales data — volume, revenue, conversion rate — over time. |
| Lead Generation | Lead generation is the process of finding and attracting potential customers — people or companies who might buy — and capturing their contact details so the sales team can follow up. |
| B2C | B2C stands for business-to-consumer: a company selling products or services directly to individual customers for their own use, rather than to other businesses. |
| Conversion Rate | A conversion rate is the percentage of leads (or visitors, or opportunities) that progress from one stage to the next. |
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Share of voice.
Divide your brand’s mentions, ad spend or impressions by the total for the whole market, and multiply by 100.
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