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Over 186 Sales Enablement vendors worldwide

LinkedIn users with Sales Enablement in their job title

I track the number of LinkedIn users with Sales Enablement in their current job title. 11-Jan-2019, LinkedIn had 7,625 users like that globally.

I keep a work in progress list of vendors / services / solutions for…

  • Sales Enablement
  • B2B Marketing/Brand Asset Management
  • B2B Sales Knowledge Management (KM)
  • Sales asset management (SAM)
  • B2B Sales Content Management Systems (CMS)
  • Digital Content Management for Sales (DCMS)
  • Sales Engagement Platforms (SEPs)

…with a focus on improving the intranet & mobile experience of B2B enterprises for all staff / partners who touch accounts.

My count is over 186 vendors:


Paul Krajewski

The author: Paul Krajewski

View Paul Krajewski's profile on LinkedIn
twitter.com/SalesEnablement

German citizen. Permanent Resident in Canada. Currently based in Sydney, Australia. Sr. Product Manager at Pivotal, Sydney. Co-Director, Founder Institute Sydney fi.co & host of the Lean Startup Sydney meetup. Spent 2007-2009 at Nortel in Toronto in Global Marketing looking after the implementation of the Sales Enablement application for Nortel’s 4,000 sales people worldwide. After working as Head of Training at BizSphere, spent 18 months in Shanghai, China as the first Product Manager at MING Labs.

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Sales Enablement market size research for 2019

Sales Enablement b2b market
Sales Enablement b2b
I have updated my charts for the Sales Enablement software/platform market (Sales Asset Management, Digital Content Management for Sales), but want to improve them further.

If you are aware of something I got wrong or that is missing anywhere on my blog, please fill out this form:
Continue reading “Sales Enablement market size research for 2019”

Predicting a Sales Enablement software market size for 2019 of $560 million and many vendors to shut down

Jim Lundy, CEO & Lead Analyst at aragonresearch.com says:

“Aragon expects the worldwide sales engagement platform market to grow from U.S. $1.57 billion in 2017 to $5.59 billion by 2023.”

If expecting linear growth that would mean 23.56% growth per year?

My own graph using Aragon Research start and end point
My own graph using Aragon Research’s start and end points

Aragon believes the “fractured sales enablement category would consolidate into the sales engagement market. Today, some sales enablement providers are now offering a complete digital selling platform—what Aragon calls a sales engagement platform (SEP)”.

Aragon includes vendors such as Outreach and VanillaSoft which I would not include in my definition of “Sales Enablement”. My definition of Sales Enablement is a bit closer to Gartner’s “DCMS” (digital content management for sales):

“By the end of 2017, Gartner estimates that DCMS vendors will generate $423.5 million in revenue, up by approximately 16% from the previous year.” (Source)

16% is a bit less than the approx. 23.56% growth Aragon seems to have for sales engagement platforms (SEP) and from my point of view 16% are more realistic.

Since I started tracking the Sales Enablement market in 2007 (and started this blog in 2009) my list of vendors has grown to above 186 (spread sheet) with a crazy long death watch list of dead or zombie startups.

That leads me to believe that the market will only grow in line with how companies scale or optimize [cut – yet equip with productivity tools] their sales forces. As almost any company with a b2b sales force will have been pitched many sales enablement/engagement platforms over the years, I’m guessing very few are left to pull the trigger soon.

Sales Enablement b2b

My estimation of the total Sales Enablement software market for 2019 is $560 million if you don’t count any of the revenue of the 800-pound gorillas such as Microsoft & Salesforce where Sales Enablement is more of a byproduct or additional use case.

Sales Enablement b2b market

Outside the 800-pound gorillas (excluded from this pie chart), I’m guessing none of the vendors are wildly profitable.

If we do enter a recession in 2019, it will be interesting to see how many of the vendors that were not acquired in 2017 & 2018 can attract follow up funding or become profitable.

On 1-Jan-2019, avc.com wrote:

“[…] I think 2019 will be a “doozy.” I think we will see major dislocations in the leadership of the United States, a bear market in stocks, a weakening economy, a number of issues with the global economy including a messy Brexit and a sluggish China. All of this will lead to a more cautious stance by investors in the startup economy. […]”

On January 3, 2019, Casey Winters posted: The Problems With Martech…:

“[…] In short, I hate martech, and think martech will decline as a category, and most martech businesses will not be very successful. I think there are a few reasons for this that are not well understood, but if you understand them, it can unlock some martech opportunities that are still quite large for entrepreneurs, and help marketers understand which technologies to bet on vs. bring in house. […]”

The last 18 months saw long overdue consolidation in the B2B Sales Enablement market

By the end of 2017 – Gartner estimated – Digital content management for sales (DCMS) vendors “generate $423.5 million in revenue, up by approximately 16% from the previous year”.

That is obviously not that big an annual revenue and not that big a growth rate…

…to justify the high number of up to 186 market players (depending on how you count). Hence, the last 18 months saw long overdue consolidation in the Sales Enablement market:

[Edit] November 15, 2018, Compelligence, LLC Compelligence.com had a relaunch of their new company name, brand & website: CompeteiQ competeiq.io Competitive intelligence platform built for sales: Win Intelligently, Intelligent sales battle cards, Integrated win/loss workflow, Track news, website changes & trends, Salesforce AppExchange certified.

[Edit] Nov. 14, 2018Showpad sales enablement platform for sellers, acquired meeting intelligence software Voicefox to help with seller productivity, buyer engagement/experience. By recording, transcribing & analyzing business conversations, it gives sales managers the ability to understand & validate what’s happening in the field. Armed with this intelligence, sales managers can more effectively & scalably coach their teams.

October 25, 2018: Mediafly mediafly.com @Mediafly announced the acquisition of Alinean Inc. alinean.com @AlineanROI

[Edit] September 25, 2018Bigtincan announced the acquisition of Customer Engagement Platform FatStax fatstax.com @FatStaxApp creating end-to-end connections across CRM & sales enablement.

Sep 20, 2018: Adobe Systems Inc. agreed to acquire software maker Marketo Inc. for $4.75bn. [On April 19, 2017 ToutApp had been acquired by Marketo.]

Sept. 4, 2018: DocuSign, Inc. completed its acquisition of SpringCM, a cloud-based document generation & contract lifecycle management software company. With SpringCM, DocuSign will accelerate customers’ ability to modernize their Systems of Agreement—all the way from preparing to signing, acting-on, & managing agreements.

Enhatch stopped selling a digital content management for sales solution (DCMS). [I’m removing them from my Sales Enablement market revenue chart.]

Sales Enablement b2b

On Jun 28, 2018Upland Software @UplandSoftware announced their acquisition of RO Innovation roinnovation.com. Uplandsoftware.com/roinnovation/

June 18, 2018, Bigtincan @bigtincan announced the acquisition of learning vendor (micro-learning / training and enablement platform) Zunos: “As part of the integration, Bigtincan will leverage Zunos’ expertise to shape its comprehensive learning platform in the Bigtincan Hub, focusing on micro-learning strategies to ensure retention, gamification to boost engagement and partner enablement to ensure holistic dissemination of content and knowledge across partner teams and organizations.”

June 5, 2018, Showpad (around since 2011) acquired LearnCore (provider of sales training & coaching software) to deliver an integrated Sales Enablement platform: Sales content, engagement, training & coaching. LearnCore & Showpad’s combined platform will leverage data analytics & artificial intelligence to optimize investment in content, deliver relevant content recommendations for sales, and improve the skills of sales teams through personalized training & coaching at scale. Showpad expanded its operations with new offices in Amsterdam, Munich, & Chicago. The combined company will have 350 employees globally.

May 8, 2018, it was announced that Seismic acquires SAVO Group. On Jun 12, 2017, KnowledgeTree was acquired by SAVO Group. SAVO Group also had an investment from SAP.

March 7, 2018, Octiv acquired by Conga @getconga. Octiv was formerly known as TinderBox.

Jan 29, 2018, CallidusCloud acquired by SAP. Price $2.4B. Callidus itself had been “quite acquisitive, acquiring 14 companies dating back to 2010 including 4 in 2017 alone, according to data on Crunchbase.” Jul 6, 2011, Callidus Software Inc acquired iCentera (on-demand sales enablement software to increase sales revenue through marketing, sales, and customer messaging vehicles)

December 12, 2017, ClearSlide joined Corel Corporation. ClearSlide clearslide.com had acquired SlideRocket to let you create & edit presentations in the cloud with slide-by-slide analytics.

Dec. 06, 2017, Quark Software @QuarkNews took over Docurated Inc. Docurated’s inception was in 2012.

Nov 30, 2017 we learned Bigtincan acquired Contondo. “Contondo’s data science team and core technology will be incorporated into the Bigtincan Hub Sales Enablement Automation Platform.”

Nov. 17, 2017, Upland Software, Inc., cloud-based Enterprise Work Management software, acquired Qvidian Corporation, provider of cloud-based RFP and Sales Proposal automation software. After Sant and Kadient had already merged into Qvidian, Qvidian is now owned by Upland Software.

Sep. 7, 2017, Vancouver, Canada – Vision Critical @visioncritical announces its acquisition of Pressly @pressly a Toronto-based software company. Vision Critical provides customer relationship intelligence software that improves customer relationships to grow customer lifetime value.

June 12, 2017: Jive jivesoftware.com @jivesoftware “provider of modern communication & collaboration solutions for business. We empower people & organizations to work better together.” Though based in California, Jive’s largest site is in downtown Portland, its onetime headquarters. Aurea completed its $462M purchase of Jive. Jive once employed upward of 200 people in Portland, but after a 2016 layoff & an exodus following the company’s sale, its workforce has fallen considerably. Jive Software had $203.5M in revenue annually & competed with Get Satisfaction, Slack, & Workfront.

April 19, 2017: ToutApp was acquired by Marketo (Sep 20, 2018: Adobe Systems Inc. agreed to acquire software maker Marketo). ToutApp: $7M in revenue annually & competes with Velocify, Inc., Outreach, & SalesLoft.

My frequently updated lists tracking the market:

People tracking the Sales Enablement market

Google Trends

Given the growing interest in Sales Enablement, I’ve been adding to my chart for the annual Sales Enablement market revenue:

Sales Enablement b2b

The chart shows $560M (Took out Enhatch), but the market is obviously bigger; especially for 2018. If you have changes/additions, contact me @SalesEnablement

My Sales Enablement vendor death watch has been growing and the total number of vendors I have as active is down to 186 (Google Sheet) now.

Here one of the tools that help me catch vendors going out of business:

I’ve been tracking the number of LinkedIn users with Sales Enablement in their current job title.

As of 11-Jan-2019, LinkedIn had 7,625 users like that globally. Above my own graph tracking this.

I enjoyed “What is Next in the Sales Enablement Industry?” by Myk Pono @myxys (Entrepreneur | Marketing & Product Growth | Co-author of Mastering Product Experience in SaaS) mykpono.com

His visual of the Competitive Forces in Sales Enablement Marketplace is great.

https://medium.com/@myxys/what-is-next-in-the-sales-enablement-industry-d85abe84653b

https://medium.com/@myxys/what-is-next-in-the-sales-enablement-industry-d85abe84653b

I also just discovered Nicolas de Kouchkovsky @nicolask3

(Advisor/Consultant/Fractional CMO. Helping B2B Software companies grow. All things customer engagement/facing technologies.)

His sales tech landscape from 2017 saw a 15% surge to 2018.

Sales Technology Landscape 2018

I like how he broke this big market into 38 categories.

He created a blueprint:

Sales Technology Landscape: Blueprint

Originally published at Sales Hacker.

Also published on Medium. His blog.

cacubeconsulting.com linkedin.com/in/nicolask3/

2018 B2B Sales Enablement market size, growth rate, overviews and book

Pam Didner’s book Effective Sales Enablement

Pam Didner’s book Effective Sales Enablement. Honoured to be mentioned. The book will be launched in the UK on 10/3 and in the US on 10/23: https://amzn.to/2uf6scr
Pam Didner’s book Effective Sales Enablement launching in the UK 10/3 & and in the US 10/28 https://amzn.to/2uf6scr

I just received my early copy of Pam Didner’s excellent book Effective Sales Enablement.

I’m honoured to be mentioned in it.

The book will be launched in the UK on 10/3 and in the US on 10/28.

Thank you Pam Didner and everyone who was part of the start of my journey in this space at Nortel and BizSphere.

In discussion forums of the SALES ENABLEMENT SOCIETY sesociety.org and on Quora I see the ongoing demand for numbers on the market size of the Sales Enablement market.

On Jun 28, 2018 when Upland Software announced their acquisition of RO Innovation, they called it…

…the $400+ million annual sales enablement software market

… which is quoting Travis, T. (2017, September 6): Sales Enablement Platforms Expand the SalesTech Stack.

Obviously there are many ways to define the boundaries of this market.

Here my definition of Sales Enablement.

The Gartner Report: Market Guide for Digital Content Management for Sales published 17-Nov-2017 sees…

…“Digital content management for sales (DCMS)” […] vendors […] “generate $423.5 million in revenue, up by approximately 16% from the previous year.”

In 2017 (22-June-2017), Sales Engagement Platforms (SEP) were a $780M/year market, and “expected to be worth $5B by 2021” (Aragon Research).

My table using start & end points from Aragon Research
My table using start & end points from Aragon Research

Obviously the Sales Engagement Platform market is different from the Sales Enablement Technology [or Sales Enablement Platform] market.

However, it is interesting to take Aragon’s numbers to see what growth rate they are assuming.

If they really think that market can reach $5B by 2021 (which I question; unless they count some of Salesforce’s revenue) and if they assume a linear growth rate, then they are assuming a market growth rate of 59.12% a year.

If not assuming a linear growth rate, then their model might look something like this:

My own graph using start & end points from Aragon Research
My own graph using start & end points from Aragon Research

As you can see from the links further down below I’m trying to track both the growth & consolidation of this market.

Scott Brinker’s Marketing Technology Landscape Supergraphic grew to 6,829.

Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829)
Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829)

In 2018 the largest category with the greatest number of vendors was Sales Automation, Enablement & Intelligence with 490 solutions.

Scott actually wrote a post on this growth & consolidation entitled The paradox of simultaneous MarTech consolidation and expansion, illustrated

the paradox of simultaneous martech consolidation and expansion
the paradox of simultaneous MarTech consolidation & expansion

Whilst this blog salesenablement.wordpress.com just wants to show a complete picture of the market without rankings or recommendations, I have recently come across a couple of such perspectives:

The Forrester Wave™ : Sales Enablement Automation Platforms | Q3 2018

The Forrester Wave™ : Sales Enablement Automation Platforms | Q3 2018
The Forrester Wave™ : Sales Enablement Automation Platforms | Q3 2018

g2crowd.com/categories/sales-enablement

G2 Crowd Grid for Sales Enablement - All segments
G2 Crowd Grid for Sales Enablement – All segments

Ignoring Salesforce, Hubspot, Adobe, Microsoft, IBM, Oracle, Velocify Inc., and Jive Software; here my current draft of the long tail of Sales Enablement market players by revenue.

Sales Enablement b2b market

[Based on Crunchbase data, but very likely to be outdated.] Please help me improve this: @salesenablement

Sales Enablement b2b

My total count is 186 vendors.

The revenue shown in the graph above – $560M if you start counting from Seismic (took out Enhatch) – is a lot more than the $400M from Travis, T. (2017, September 6): Sales Enablement Platforms Expand the SalesTech Stack.

If you add some to account for the elephants in the software market and some for the very long ‘long tail’ of small vendors, agencies, consultants & custom software development shops with Sales Enablement projects – you could get to something like the $780M Aragon Research has for the so called Sales Engagement Platform market. I know many companies consider their Microsoft SharePoint document repository as their Sales Enablement portal:

  • Salesforce (Salesforce CRM Content/Chatter/Einstein/AppExchange/‘Sales Cloud’ files & libraries)
  • Hubspot
  • Adobe Systems (Marketo + ToutApp + Adobe Digital Publishing Suite, now part of Adobe Experience Manager Mobile)
  • Microsoft (Microsoft SharePoint / Dynamics + LinkedIn + Yammer)
  • IBM (IBM Smarter Workforce former kenexa.com + Vivisimo Velocity Platform = IBM InfoSphere Data Explorer)
  • Oracle (Oracle CPQ Cloud former BigMachines Inc + InQuira)
  • Velocify Inc. ($50M in revenue annually; competes with SalesHood)
  • Jive Software (used to have $203.5M in revenue annually)

Here my complete lists:

I’ve been tracking the number of LinkedIn users with Sales Enablement in their current job title. As of 11-Jan-2019, LinkedIn has 7,625 users like that globally. Below my own graph tracking this.

consolidation in the Sales Enablement market

In my post More recent Sales Enablement market overviews and ownership changes from April 16, 2018 I mentioned examples of consolidation in the Sales Enablement market where one vendor – or assets of one vendor – changed hands twice already.

Here a more complete list:

[Edit] Nov. 14, 2018, Showpad sales enablement platform for sellers, acquired meeting intelligence software Voicefox to help with seller productivity, buyer engagement/experience. By recording, transcribing & analyzing business conversations, it gives sales managers the ability to understand & validate what’s happening in the field. Armed with this intelligence, sales managers can more effectively & scalably coach their teams.

[Edit] October 25, 2018: Mediafly mediafly.com @Mediafly announced the acquisition of Alinean Inc. alinean.com @AlineanROI

[Edit] September 25, 2018Bigtincan announced the acquisition of Customer Engagement Platform FatStax fatstax.com @FatStaxApp creating end-to-end connections across CRM & sales enablement.

[Edit] Sep 20, 2018: Adobe Systems Inc. agreed to acquire software maker Marketo Inc. for $4.75bn.

[Edit] Sept. 4, 2018: DocuSign, Inc. completed its acquisition of SpringCM, a cloud-based document generation & contract lifecycle management software company. With SpringCM, DocuSign will accelerate customers’ ability to modernize their Systems of Agreement—all the way from preparing to signing, acting-on, & managing agreements.

[Edit] Enhatch stopped selling a digital content management for sales solution (DCMS).

[Edit] On Jun 28, 2018Upland Software @UplandSoftware announced their acquisition of RO Innovation roinnovation.com. Uplandsoftware.com/roinnovation/

[Edit] June 18, 2018, Bigtincan @bigtincan announced the acquisition of learning vendor (micro-learning / training and enablement platform) Zunos @GetZunos:

“As part of the integration, Bigtincan will leverage Zunos’ expertise to shape its comprehensive learning platform in the Bigtincan Hub, focusing on micro-learning strategies to ensure retention, gamification to boost engagement and partner enablement to ensure holistic dissemination of content and knowledge across partner teams and organizations.”

June 5, 2018, Showpad (around since 2011) acquired LearnCore (provider of sales training & coaching software) to deliver an integrated Sales Enablement platform: Sales content, engagement, training & coaching. LearnCore & Showpad’s combined platform will leverage data analytics & artificial intelligence to optimize investment in content, deliver relevant content recommendations for sales, and improve the skills of sales teams through personalized training & coaching at scale. Showpad expanded its operations with new offices in Amsterdam, Munich, & Chicago. The combined company will have 350 employees globally.

May 8, 2018, it was announced that Seismic acquires SAVO Group. On Jun 12, 2017, KnowledgeTree was acquired by SAVO Group. SAVO Group also had an investment from SAP.

March 7, 2018, Octiv acquired by Conga @getconga. Octiv was formerly known as TinderBox.

Jan 29, 2018, CallidusCloud acquired by SAP. Price $2.4B. Callidus itself had been “quite acquisitive, acquiring 14 companies dating back to 2010 including 4 in 2017 alone, according to data on Crunchbase.” Jul 6, 2011, Callidus Software Inc acquired iCentera (on-demand sales enablement software to increase sales revenue through marketing, sales, and customer messaging vehicles)

December 12, 2017, ClearSlide joined Corel Corporation. ClearSlide clearslide.com had acquired SlideRocket to let you create & edit presentations in the cloud with slide-by-slide analytics.

Dec. 06, 2017, Quark Software @QuarkNews took over Docurated Inc. Docurated’s inception was in 2012.

Nov 30, 2017 we learned Bigtincan acquired Contondo. “Contondo’s data science team and core technology will be incorporated into the Bigtincan Hub Sales Enablement Automation Platform.”

Nov. 17, 2017, Upland Software, Inc., cloud-based Enterprise Work Management software, acquired Qvidian Corporation, provider of cloud-based RFP and Sales Proposal automation software. After Sant and Kadient had already merged into Qvidian, Qvidian is now owned by Upland Software.

Sep. 7, 2017, Vancouver, Canada – Vision Critical @visioncritical announces its acquisition of Pressly @pressly a Toronto-based software company. Vision Critical provides customer relationship intelligence software that improves customer relationships to grow customer lifetime value.

June 12, 2017: Jive jivesoftware.com @jivesoftware “provider of modern communication & collaboration solutions for business. We empower people & organizations to work better together.” Though based in California, Jive’s largest site is in downtown Portland, its onetime headquarters. Aurea completed its $462M purchase of Jive. Jive once employed upward of 200 people in Portland, but after a 2016 layoff & an exodus following the company’s sale, its workforce has fallen considerably. Jive Software had $203.5M in revenue annually & competed with Get Satisfaction, Slack, & Workfront.

Apr 19, 2017: ToutApp was acquired by Marketo. $7M in revenue annually & competes with Velocify, Inc., Outreach, & SalesLoft.

Jul 26, 2016: PointDrive pointdrive.com @Point_Drive Chicago; acquired by LinkedIn (acquired by Microsoft)

My frequently updated lists tracking the market:

Marketing Technology Landscape 2018 with 6,829 Martech vendors & solutions but consolidation in the Sales Enablement subsegment with SAVO joining Seismic

On APRIL 24, 2018 SCOTT BRINKER published the Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829)

Here just one small part of it:

In my post More recent Sales Enablement market overviews and ownership changes from April 16, 2018 I mentioned examples of consolidation in the Sales Enablement market where one vendor – or assets of one vendor – changed hands twice already. Since then more happened:

April 19, 2017: ToutApp was acquired by Marketo (Sep 20, 2018: Adobe Systems Inc. agreed to acquire software maker Marketo). ToutApp: $7M in revenue annually & competes with Velocify, Inc., Outreach, & SalesLoft.

KnowledgeTree was acquired by SAVO Group; announced Jun 12, 2017. Then on May 8, 2018, it was announced that Seismic acquires SAVO Group.

The new combined entity will serve more than 500 enterprise customers worldwide. SAVO Group adds customers such as Stryker, BMC Software, Miller Heiman and Canon Europe, joining Seismic’s complementary customer roster of large organizations which includes Getty Images, NCR, Capital One, Illumina, and T. Rowe Price. Additionally, the acquisition of SAVO Group gives Seismic an increased foothold in European markets, adding to the company’s international efforts which included a successful launch in Australia in 2017. Total headcount for Seismic will increase to more than 450 across eight offices in the United States, Europe, and Australia.

Before the acquisition, Seismic’s engineering and development team was already 150 strong.

 

My frequently updated lists tracking the market: