Share of Wallet Estimator
Calculate how much of your customer's total category budget you are capturing. Identify 'White Space' accounts with high growth potential.
Account Data
Opportunity Sizing
25.0% Penetration
The Gap
There is $7,500 left on the table with this customer. Who is getting it?
Status Check
You are the challenger. Attack the gap.
Growth Potential
If you increased share to 50%, you would add $2,500 in revenue.
Execution Steps
Enter the estimated 'Total Annual Budget' of the customer for your category.
Enter your 'Current Revenue' from that customer.
The chart visualizes your penetration vs the untapped opportunity.
Use this to prioritize account management efforts.
Pro Strategy
- It is 5x cheaper to upsell an existing customer (increase SOW) than to acquire a new one.
- If SOW is <10%, you are a backup vendor. If SOW >60%, you are a strategic partner.
- High SOW protects against churn. It is harder to rip out a vendor that handles 80% of the workload.
Core Concepts
Share of Wallet (SOW)
The percentage of a customer's total spending in a category that goes to your company. Formula: (My Revenue / Total Category Spend) * 100.
Account Penetration
Similar to SOW, but often refers to the number of products/services sold vs the total available portfolio.
White Space
The gap between current spend and potential spend. This represents the revenue going to competitors or unspent budget.
What is Share of Wallet Estimator?
Share of Wallet analysis shifts focus from 'Market Share' (total market) to 'Account Share' (specific customer). It highlights growth opportunities within your existing base that don't require new acquisition costs.
Best For
- • Key Account Planning (QBRs).
- • Prioritizing sales team outreach.
- • Evaluating customer loyalty.
Limitations
- • Relies on estimated total budget data.
- • Doesn't account for future budget growth.
- • High SOW might mean you've tapped out the account.
Alternative Methods
Net Promoter Score (NPS)
Measures sentiment, not spend.
LTV Analysis
Measures total historical value, not potential remaining value.
Industry Applications
See how this methodology generates real revenue uplift in different sectors.
Office Supply Vendor
Sales were flat.
Identified that top 10 clients only gave them 20% of their spend (buying paper from them, but electronics from Amazon).
Bank
Customers had checking accounts but mortgages elsewhere.
Offered 0.5% rate discount on mortgages for checking customers.