Have you ever tried to close a sale on an existing customer, only to hear the disappointing news that they chose to go elsewhere? In B2B, you need to ensure your share of voice (SOV) is above your Share of Market ( SOV) to keep sustainable growth. The Share of Voice rule has been in place for over 50 years in B2C. It is about time B2B companies start paying attention to general marketing principles that apply in their field…