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Counting 142 Sales Enablement vendors worldwide

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

  • Sales Enablement
  • B2B Marketing Asset Management
  • B2B Sales Knowledge Management
  • B2B Sales Content Management

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

Several vendors merged, many changed owners or went out of business and new ones keep on popping up. My count is 142 vendors as of December 4, 2016.


Paul Krajewski

The author: Paul Krajewski

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PM / Product Manager / Product Management. German citizen. Permanent Resident in Canada. Masters of Media Management from Curtin University of Technology, Australia. Spent 2007-2009 at Nortel Networks in Global Marketing looking after the implementation of the BizSphere Sales Enablement application for Nortel Networks’ 4000 sales people world-wide. After working as Head of Training & Senior Sales Enablement Consultant at BizSphere, spent 18 months in Shanghai, China as the first Product Manager at MING Labs & Co-Founder / Product Manager of Shario.

Q2 2016 Sales Enablement News – bots for sales reps?

Paul Krajewski

I was honored to be included on this list of ‘Top 6 Movers and Shakers in Sales Enablement’ by Conor Gilligan from April 20, 2016.

My own list of Sales Enablement vendors grew to 132 142.

The latest additions are

Bsharp bsharpcorp.com @bsharpcorp,

ContexTip contextip.com @contextip,

Nolinio nolinio.com @nolinio,

Promatum promatum.com @PromatumEE

and this addition to my list of Canada based Sales Enablement companies:

Vidyard vidyard.com @vidyard video solution to help you close even the toughest of deals more quickly & easily. Tools & data you need to maximize audience engagement, convert prospects through the sales funnel, & measure the true impact of video. Access all your video content from mobile or desktop; Hand-pick the ones that are perfect for the specific lead; Create a custom video playlist; Record a friendly, personalized video greeting if you wish; Create & send an email using well-designed layouts; Track who is watching what to gain insights on leads & close them more quickly & easily. Kitchener/Waterloo, ON, Canada

On January 26, 2016 Vidyard announced it closed a $35m series C round led by Battery Ventures, with existing investors Bessemer Venture Partners, Salesforce Ventures, OMERS Ventures, iNovia Capital, & SoftTech VC.

The future, according to Vidyard, “is about ignoring vanity metrics. Instead, businesses that move toward creating original video content to support every stage of the buying cycle need to focus on the metrics that help to explain customer behavior.” “View counts don’t do much to help you identify which buyers are the most interested in your products or services,”

On April 21, 2016 Paul Alex Gray spoke at #BotTO (event in Toronto on chatbots, AI, messaging, etc) outlining the transition from web to mobile to bots.

“Messaging: powers two-way interactions.

Bots: enable you to personalize experiences at scale.”

Screen Shot 2016-04-29 at 1.28.39 PM

Photo above by Ian Gerald King slide by Paul Alex Gray

bots for Sales Enablement

I’m not posting this as a statement that b2b sales reps are going away, but could see nice applications (bots) that automate [personalize at scale] the enablement of the sales rep with marketing/training content for her/his sales situation.

follow up – Sales Enablement market size and growth rate

sales enablement on the marketing technology landscape march 2016This is a follow-up to my post ‘What is the Sales Enablement market size and how hot is it?’ triggered by seeing that Sales Enablement grew on the Marketing Technology Landscape by Scott Brinker; becoming part of its largest category (by number of solutions included) “Sales Automation, Enablement & Intelligence” (with 220 solutions).

Obviously my own count of Sales Enablement vendors/solutions grew too.

Screen Shot 2016-03-31 at 5.06.22 PM

The interest in ‘Sales Enablement’ has continued to increase and left ‘Sales 2.0’ in the dust as Google Trends shows.

Visits & views to this very blog have also been up, but that is obviously not the best reference point for growth in the Sales Enablement market:

Screen Shot 2016-03-31 at 5.01.51 PM

As promised in my post ‘What is the Sales Enablement market size and how hot is it?’ I have been tracking the number of LinkedIn users with Sales Enablement in their current job title. As of March 31, 2016, LinkedIn has 3,604 users like that globally.

Here my own graph tracking this:

Screen Shot 2016-03-31 at 5.00.23 PM

Here a snapshot of what the Google Adwords tools can tell us about people using Google to search for Sales Enablement portal/solutions/tools and related phrases:

  • Mar 2015 – Feb 2016
  • worldwide
  • across all languages
  • Google and search partners

Screen Shot 2016-03-31 at 5.22.45 PM

You could obviously take many approaches to use these data points and the number of vendors (with their revenues or simply employee numbers from LinkedIn for example) to calculate the size of the Sales Enablement market.

However, it is obvious: Things are going up and to the right (including the cost of acquiring a customer; see bids for Google AdWords above).

In Forrester’s ‘Vendor Landscape: Sales Enablement Automation Solutions’ [from March 21, 2016] the average annual growth for 18 of the vendors surveyed was 38%.

Sales Enablement on the Marketing Technology Landscape March 2016

Screen Shot 2016-03-21 at 5.20.16 PM

As I’m continuing to update my list of Sales Enablement vendors below, I found it interesting to see Sales Enablement on the “Marketing Technology Landscape, March 2016” by Scott Brinker/ChiefMartec.com:

Screen Shot 2016-03-21 at 5.14.16 PM
Full graphic: The Marketing Technology Landscape, March 2016
Image Credit: Scott Brinker/ChiefMartec.com

Sales Enablement is actually part of the largest category (by number of solutions included): Sales Automation, Enablement & Intelligence (with 220 solutions)

My own count of Sales Enablement vendors is 129, as of April 13, 2016:

Competing with email

ice

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 & definitions of Sales Enablement I subscribe to:

Out of 4 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, & 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.]

Source: IBV Millennial survey. ©2015 IBM Corporation
Source: IBV Millennial survey. ©2015 IBM Corporation

 

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.
whitepaper

Source: whitepaper with data from an August 2015 survey by Highspot & 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.

Hubba
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.”

Guru Chrome web extension for Internal Knowledge Sharing

Screen Shot 2015-09-10 at 1.14.23 PM

On Sep 1, 2015  (@jordanrcrook) over at Techcrunch wrote a post on Guru (which I will be adding to my list and spread sheet of Sales Enablement solutions):
Continue reading “Guru Chrome web extension for Internal Knowledge Sharing”

What is the Sales Enablement market size and how hot is it?

Here my follow up post to this post below.

I published a public spread sheet to show how I come up with the count of 127 142 Sales Enablement vendors and I will continue to update it.

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’.

Sales Content Management

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.

Google Trends: Interest in Sales Enablement

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
  • worldwide
  • across all languages
  • Google and search partners

Screen Shot 2015-09-23 at 3.27.30 PM

In the same Google tool (looking at ad groups) a comparison confirms that the Sales Enablement market is actually not as hot.

Screen Shot 2015-09-23 at 3.17.24 PM

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In case you were wondering where people with an interest in Sales Enablement live, here the views to my blog in 2014 by country:

Sales Enablement interest by country

In case you were wondering how people find my blog (referrers), here stats for the year 2015 so far:
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Continue reading “What is the Sales Enablement market size and how hot is it?”