What does SOM mean?

Definition and explanation

In the context of business or sales, the Service-Obtainable Market (SOM) refers to the portion of the Service-Addressable Market (SAM) that a company can realistically capture or acquire. It represents the target market segment where a business has the resources, capabilities, and competitive advantage to effectively reach and serve customers. The SOM is influenced by factors such as the company's market penetration strategies, sales and distribution channels, pricing, product positioning, and competitive landscape. Understanding the SOM helps businesses set achievable goals, allocate resources efficiently, and develop strategies to maximize their market share within the serviceable market segment they can effectively serve.

Why it matters in sales

In the world of sales, SOM takes on a different meaning. Serviceable Obtainable Market refers to the segment of the total addressable market that salespeople can realistically target and convert into customers. It's important for a sales organization to carefully consider their SOM because it shapes their approach to identifying and pursuing potential customers. As Seth Godin would say, "The SOM is the lens through which you see the world of prospects." Without a clear understanding of their SOM, salespeople risk wasting time and resources pursuing prospects who aren't a good fit or simply aren't interested in what they have to offer. By focusing on their SOM, sales organizations can develop targeted, effective outreach strategies that maximize their chances of success. It's not about being everything to everyone, but rather about identifying the right customers and serving them in the best way possible.


What does SOM mean?

What does SOM mean?

Understanding the meaning of SOM is crucial in the world of sales and marketing. SOM, or Share of Market, refers to the percentage of total market sales that a particular company or brand captures. It is a key metric used by businesses to evaluate their performance and benchmark against competitors.

Why does SOM matter to sales? Well, it provides valuable insights into market share and helps businesses assess their position in the market. By analyzing SOM, companies can identify areas for growth, track their progress, and make informed decisions to improve their market performance.

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The Importance of SOM in Sales

Having a strong understanding of SOM is essential for any sales team. It allows them to gauge their market presence and compare it to the competition. By monitoring their SOM, sales teams can identify opportunities to increase their market share and develop effective strategies to stay ahead.

One of the key benefits of SOM analysis is that it highlights a company's strengths and weaknesses in the market. By examining the percentage of market share, businesses can identify areas where they are excelling and areas where improvement is needed. This information can then be used to optimize sales efforts and allocate resources accordingly.

Challenges in Balancing Factors

While SOM is a critical metric for sales and marketing, it is important to recognize the tradeoffs involved in balancing different factors. For instance, focusing solely on increasing market share may require hefty investments and aggressive marketing campaigns. However, these efforts may not always guarantee higher profitability.

On the other hand, emphasizing profitability over market share may result in missed growth opportunities. Striking the right balance between market share and profitability requires careful analysis and consideration of various factors, such as target audience, pricing strategy, and competitive landscape.

Impact on Decision-Making

When making decisions about SOM, businesses must consider the potential impact on their overall sales strategy. For example, if a company decides to invest heavily in expanding its market share, this may require reallocating resources from other areas of the business. This decision could impact product development, customer service, or other vital aspects of the company's operations.

Moreover, the impact of SOM extends beyond individual companies. It can influence market dynamics and shape industry trends. A significant shift in SOM can indicate changing consumer preferences or the emergence of new competitors, which can have far-reaching implications for the entire market.

In conclusion, understanding the meaning of SOM is crucial for businesses aiming to thrive in the competitive world of sales and marketing. By analyzing their Share of Market, companies can gain valuable insights into their position in the market, identify opportunities for growth, and make informed decisions to improve their performance. Balancing factors such as market share and profitability is essential, as is considering the broader impact of SOM on the industry as a whole.

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