Follow-up to my post ‘What is the Sales Enablement market size and how hot is it?‘ that has my constantly updated public spread sheet of vendors I’m aware of and definitions of Sales Enablement I subscribe to:
Out of the four vendors Scott Santucci talked about in CRM magazine’s article ‘Sales Enablement Tools’ in 2010, …
“[…] Santucci says each of the relevant vendors — including BizSphere, iCentera, Kadient, and Savo Group — cater to slightly different problems. […]”
…only one still operates under the same name in 2015.
Besides the ever increasing number of new market entrants, what Sales Enablement vendors are really competing with and will be for the foreseeable future is email!
A recent whitepaper with data from an August 2015 survey by Highspot and Heinz Marketing says
“More than 70% of respondents rely on email to distribute content to their sales organization.”
It might seem logical to expect the importance of email to decline as baby boomers are retiring and millennials advance in the workforce.
However, the October 2015 IBV Millennial Survey ‘How Millennials are reshaping B2B marketing‘ by the IBM Institute for Business Value suggests a distinct preference for email amongst millennials. [This was for engaging with b2b vendors after the sales cycle has started, but in terms of the type of activity and state of mind it could be compared to receiving content from your own marketing / sales enablement organization.]
For sales enablement teams that means that for their most important task – as per the whitepaper with data from an August 2015 survey by Highspot and Heinz Marketing – “Making sure sales team can find content” they have to focus on ways to make that happen via email or deeply integrated with email.
Source: whitepaper with data from an August 2015 survey by Highspot and Heinz Marketing
Only 25% of product information consumers look at is accurate says hubba B2B product information platform for brands, distributors, vendors & retailers
In October 2015, Toronto-based B2B product platform hubba (on my list of Sales Enablement companies in Canada) picked up $11 million in Series A financing after $3.1 million in seed funding from December 2014.
The B2B product-sharing and discovery platform, has grown its user base to over 10,000 brands & retailers. Building on this momentum, hubba will use the financing to accelerate expansion into additional verticals & geographic regions.
“[…] we are on a mission to be the source for every piece of product content for every product on the planet. The goal is to power this new generation of commerce […]” Ben Zifkin, CEO of hubba.com
hubba provides a product information platform for brands, distributors, vendors and retailers to manage and share product information like product descriptions, reviews, images, videos and marketing assets, all in one place.
“We’re in a B2B software space, helping brands, retailers and trade partners to share product information. Today, product information sharing isn’t efficient, to the point where only 25% of product information consumers look at is accurate. Brands are overwhelmed with the amount of rich and unstructured product information, from video, images, marketing materials, to consumer reviews, size, and product specs,”
Howard Lis, COO of hubba told betakit in December 2014
“All of that information is challenging to share, maintain and update to accommodate a barrage of requests from retailers, marketers working on product flyers and copy, e-commerce sites and trading partners’ needs. hubba is a simple easy-to-use platform that pulls together a source of truth, so that everyone gets consistent, updated information coming directly from the brand,” said Lis.
“We saw a critical need for a network that empowers information sharing and doesn’t look or function like traditional enterprise software,” said Ben Zifkin, founder & CEO of hubba. “The best way to make the lives of marketers and salespeople better is to provide them with tools that are easy to use, make them more effective at their job and encourage engagement with their colleagues and business partners.”
I just published a public spread sheet to show how I come up with the count of 116 Sales Enablement vendors and I will continue to update it.
- Definitions of Sales Enablement I subscribe to
- Questions to ask Sales Enablement vendors you shortlist
From the stats/analytics (search phrases) of this blog and emails/comments I receive, it’s obvious that many of us are trying to figure out the size of the Sales Enablement market.
Despite ‘Social for Sales’ still being on the ‘peak of inflated expectations’ on the Gartner Hype Cycle for Sales CRM 2014, ‘Sales Content Management’ already made it to the ‘slope of Enlightenment’.
Gartner clients can read the full report, Hype Cycle for Sales CRM, 2014.
That the interest in ‘Sales Enablement’ has been increasing is obvious when using Google Trends.
As of August 2015, LinkedIn has 3,233 users with Sales Enablement in their current job title. I will look this up in a year from now to look for growth. Given that at least 116 companies are trying to become profitable in this market, it’s helpful to look at how many people are actually searching / interested in Sales Enablement.
Here what the Google Adwords tools can tell us about how many people search related phrases
- in an average month
- across all languages
- Google and search partners
In the same Google tool (looking at ad groups) a comparison confirms that the Sales Enablement market is actually not as hot.
In case you were wondering where people with an interest in Sales Enablement live, here the views to my blog in 2014 by country:
As I’m continuing to update my list of Sales Enablement vendors below, I found it interesting to see the Sales Enablement section in “The Marketing Technology Landscape, January 2015” by Scott Brinker/ChiefMartec.com:
Full graphic: The Marketing Technology Landscape, January 2015
Image Credit: Scott Brinker/ChiefMartec.com
Given my background in implementing Sales Enablement solutions at large complex enterprises, quick and light solutions for very small companies – with only a few products and a small sales force – haven’t been the focus of this blog.
However, I have always tried to cover even vendors that target small companies in my list of Sales Enablement market players.
Based on the following updates from 2014, I would like to extend Tobin Harris’ 2012 list below with additional free or low cost sales enablement apps:
- Prezzi mobile for presentations / slide shows
- DropBox for storing docs, images, PDFs & videos
- box.com for storing docs, images, PDFs & videos
- Google Drive (works for PDFs & presentations) and the stand-alone apps for docs & spreadsheets etc
- Microsoft Office apps
- iBooks for PDFs (without needing WiFi)
- Apple Notes or Evernote for capturing meetings notes
- Evernote for other use cases like scanning business cards and connecting on LinkedIn with one click
- Paper app fiftythree.com/paper for drawings & scribbles
- Immediately immediatelyapp.com cross-platform email tool for sales people
- AnyDesk as a free (for personal use) alternative to TeamViewer for remote desktop at a better performance & sharper displaying of graphics (at the moment Windows only)
AnyDesk is the world’s most comfortable remote desktop application. Access all your programs, documents and files from anywhere, without having to entrust your data to a cloud service. Your personalized AnyDesk-ID is the key to your desktop with all your applications, photos, documents and files. And your data stays where it belongs. On your hard drive, and nowhere else.
immediatelyapp.com is a cross-platform email tool for salespeople designed to enable closing deals from anywhere, as opportunities happen. From both your phone & computer, you can track when your emails get opened, get reminders to follow up with leads, offer suitable meeting times in a couple taps, and use email templates for sales pitches. Automatically syncs your prospect emails into Salesforce, and pulls relevant contact information from LinkedIn, so that you always know who you’re talking to at-a-glance.
Sales enablement is a huge space with a lot of players and fragmentation.
If you’re a salesperson, you most likely use a CRM system, lead gen software, a campaign tool, and a bunch of email tools. Email is where the action happens, and there should be no need to have five apps opened to be able to reply to a sales prospect’s inquiry.
Sales, or closing deals in general, is no longer a 9-to-5 job. You’re always selling, always closing. If you don’t, your competition will. And so having perfectly-timed actionable information, and the right tools to take action, is the winning formula. We give you both, as opportunities happen, immediately. […]
Currently, we are free for individual users, and have a paid tier for enterprises. Very soon, we will be coming out with a ‘Pro’ version of the product, which will have a much deeper integration with CRM systems, and which will require a monthly subscription to use.
Dropbox partners with Microsoft to offer Office integration in the next few weeks. iOS & Android users will be able to edit Office docs from Dropbox. Office for iPad users will access Dropbox files within apps and share via Dropbox.
Access Dropbox files from the Office app and save new files to Dropbox. You can now sync your docs and keep them safe without leaving the Office app.
[…] mobile app called Scannable […] For the on-the-go experience, our goal is to transform business cards and receipts into something immediately actionable and sharable. When you’re back at your desk, the app lets you control the desktop scanner and allows others on your network to scan, turning the ScanSnap Evernote Edition into an Evernote-friendly office scanner.
Evernote is making meeting faster and more collaborative by eliminating the need for slides. Connect your computer, click on presentation mode, and the same note you’ve been working on is now beautifully displayed on the big screen. As you talk your team through your work, the note stays open on your computer allowing you to immediately take feedback and make changes. Of course, you may want to control how text and images flow on the screen, so we’re adding handy tools to define breaks so that just the right amount of words and images appear per screen. […]
[…] handwriting app for iPad is getting a complete redesign. […] the app is rebuilt and reconsidered with a focus on creating the most lifelike writing experience […] also enhancing the connection between Penultimate and the Adonit Jot Script Stylus.