The Whole Wallet

Revenue tells you what a customer paid you. It says nothing about what they spent, what they did without you, or what they never did at all. We teach share of wallet as four numbers: what the customer does with you, what they do with your competitors, what they do themselves, and what they should do but do not. The tool sizes the whole wallet from the four, then plots the account on a two-by-two (your share of what is bought, against how much of the wallet is bought at all) and shows the generic strategy for its box: defend, displace, expand or reframe.

It runs in your browser and nothing you type leaves it. Guesses are welcome and shown hatched, so a room knows which numbers to argue about. Pin several accounts and a team can see its portfolio on one map. The post that goes with it shows how to estimate the numbers, and the Prompt Guide has a share-of-wallet prompt that shortens the work.