<b>Loudest in the room, losing the deal</b>

<b>Loudest in the room, losing the deal</b>

It was reporting day, and a mid-size CRM vendor's share of voice looked enviable — 38% of category mentions, double their nearest rival. Marketing took the win. Then someone weighted those mentions by author reach and topic depth.

The picture flipped. Most of their volume was low-follower support gripes and bot reposts. The rival, quieter at 19%, owned the conversations that mattered: long technical threads from senior engineers, the people who actually pick tools.

The team stopped chasing raw volume and started seeding genuine depth — engineer-led teardowns, honest comparison docs. Weighted share of voice among decision-makers climbed from 21% to 34% in a quarter, and inbound demos followed.

The takeaway: 38% of a worthless conversation loses to 19% of the right one. Share of voice without a quality filter just measures noise. Weight your mentions by who's actually buying.