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Kellblog · Dave Kellogg
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About KellblogEveryone on the executive team is busy making plan and improving efficiency. But who is making sure you’re actually winning the market? Why CEOs need to track market share — even when the data is imperfect.
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Do not let planning and efficiency become substitutes for competitive progress. Make someone—ultimately the CEO—accountable for tracking whether the company is gaining or losing market share, using imperfect but directionally useful evidence.
A company can hit internal targets while losing ground to competitors. Monitoring market share keeps the leadership team focused on external outcomes and helps expose when operational improvements are not translating into a stronger market position.
At your next executive meeting, ask: “What evidence shows we gained or lost share this quarter, and what will we change based on that signal?”
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