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< Back to full glossary

Market share

Market share is a key indicator of a company’s position in a market relative to its competitors. Broadly speaking, market share relates to the portion of a given market that a company captures through its sales compared to the total market size. It provides valuable insight into how well an organization is executing its GTM strategy and the competitive landscape of a given market. Market share can be calculated relative to the total market of a given product or solution, or more specific industry or geographic cuts.

Market Share = Company Revenue / Total Revenue of the Market x 100

Market share is often discussed in concert with Share of Voice — the key difference is that market share measures the proportion of a company’s revenue relative to its competitors and share of voice measures the proportion of a company’s marketing relative to its competitors. They are connected with one another through the metric “Extra Share of Voice,” which is captured as Share of Voice minus Market Share.

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