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Over 186 Sales Enablement vendors worldwide

Google Trends – trends.google.com

LinkedIn users with Sales Enablement in their job title

I track the number of LinkedIn users with Sales Enablement in their current job title. 8-Dec-2019, LinkedIn had 10,333 users like that globally.

The use of the term Sales Enablement in job titles on LinkedIn is at an all time high! Of course that includes many employees of Sales Enablement SaaS software vendors, but nevertheless it more than tripled since August 2015 when I started tracking it. [My blog is turning 10 years old in 2019.]

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

  • Sales Enablement Platforms / Software as a Service (SaaS)
  • Marketing resource management (MRM)
  • B2B Marketing/Brand Digital Asset Management (DAM)
  • B2B Sales Knowledge Management (KM)
  • Sales asset management (SAM)
  • B2B Sales Content Management Systems (CMS)
  • Digital Content Management for Sales (DCMS)
  • Sales Engagement Platforms (SEP)
  • Learning Management Systems (LMS) for sales

…with a focus on improving the intranet & mobile experience of B2B enterprises for all staff / partners who touch accounts. A $2Bn USD market:

My count is over 186 vendors:


Paul Krajewski LinkedIn
twitter @SalesEnablement
German citizen. Permanent Resident in Canada. Currently based in Sydney, Australia. Spent 2007-’09 at Nortel Networks in Toronto 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.
Sr. Product Manager at Pivotal Labs from Jan-2015 to Jul-’19.

The $50 billion category

When sales enablement software vendor Highspot @Highspot announced a Series D-1 investment round in December 2019, CEO Robert Wahbe told GeekWire about “this $50 billion category”.

I’m not sure what the category is here.

Sales Enablement? CRMs? MarTech?

Salesforce.com, Inc. had a revenue of $13.28Bn USD in 2019 for reference.

As I’m trying to show with this blog and my market overviews – I think the Sales Enablement SaaS market has reached $2Bn USD in revenue a year.

Depending on which category we are talking about I see these options for you if you find yourself in charge:

Over my career since 2007, I have been part of 3-4 large custom built Sales Enablement software projects for companies in North America, Europe, and APAC. For some reason they were all in telecommunications or enterprise information management & IT System Management solutions technology / IT services.

The most recent (2017/2018 for me) was a multi million dollar one in APAC and is still going; seen as a success internally.

Essentially the old “buy versus build”-question… Maybe more than a few hundred million USD go down that path a year, but I’m sure that is shrinking – with the success of SaaS and open source.

Obviously using open source content management software such as Drupal still comes with costs.

I still don’t see how the entire pie above would add up to $50Bn USD.

Maybe to get to the $50Bn USD a year category you have to frame it as MarTech’ given Gartner found that in 2018 “marketers spent 29 percent of their budgets (not including media spend or agency fees) on martech”.

chiefmartec mentions that “over the past six years, hundreds of martech start-ups raised a ton of capital (Venture Scanner puts the figure at $49 billion)”. There you go!

As I mentioned in my blog post from 2018 I don’t think many of the vendors I am tracking are profitable. Many never will be.

The whole point of this graphic of mine is actually in the text/labels where you can see who bought who (to acquire reoccurring revenue and show growth):

Elay Cohen @elaycohen CEO & Co-Founder of SalesHood @saleshood is calling for the sales enablement category to get quantified.

He believes the category equals

= ((total software, consulting, training, content spend

– minus CRM spend) per person)

* (the number of customer-facing employees + partners)

He also believes that the real spend (as per the math above?) is about

$2,500USD a year * the number of “sellers” (customer-facing employees + partners) which some sources put at 15M sellers.

Hence he gets to $37.5Bn USD a year!

Workplace Collaboration Market Map and #SalesEnablement vendors by revenue

Workplace Collaboration Market Map by Merci Victoria Grace

Merci identified eight categories of workplace collaboration startups: Messaging, Voice & Video, Calendar & Meetings, Documentation, Project Management, Design, Search & Context, and Low Code/No Code & Internal Tools:

Workplace Collaboration Market Map by Merci Victoria Grace

A number of the companies shown above are listed on this blog of mine here for their use cases in Sales Enablement: Notion, Airtable, Pitch, Canva, Guru, Chorus, etc… Slack will be on the next updated market map I am sure… and I’m a big user of Zapier myself.

For my own market overview for Sales Enablement I created this chart to download & zoom into (or export 440 line items from this Airtable).

Just like Merci who notes in her blog post “workplace collaboration is largely dominated by Microsoft and Google’s respective productivity suites.” I have also added Google on this chart & my lists as Google Cloud Platform (G Suite / Drive / Docs / Sheets / Slides / Keep / Forms / Sites).

Searching through the entire b2b Sales Enablement software market

If you want to find out if a specific name is already being used by a Sales Enablement vendor or you work for a vendor and want to see if they have been mentioned on this blog, please try the search on this blog (upper right on desktop) or on my Airtable.

I never used to see the point in these types of graphics (landscapes) putting together many vendor logos visually…

See marketing-technology-landscape-supergraphic-2019

…where the nature of the media format and the effort involved only allow updates once a year (some companies included went out of business; See my constantly updated list of dead Sales Enablement companies)…

…and there is no clicking through on individual companies.

However, I like the concept of the interactive graphic over at vendorneutral.com/certified-vendors/ by @Vendor_Neutral where each logo is a link:

For easy sorting and filtering/searching through the entire (over 420 line items!) Sales Enablement software market (and exporting/downloading it) I put together this airtable:

Airtable let’s me show the relationships between the vendors:

If you prefer blog post style lists with vendor logos please see my global vendor list. This is where they have their key offices:

USA 255
Canada 37
Australia 25
UK 24
India 18
Germany 17
Netherlands 7
Sweden 6
Switzerland 6
Denmark 5
Japan 4
NZ 3
Finland 3
France 3
Belgium 2
Poland 2
Costa Rica 2
China 1
Singapore 1
Mauritius 1
Spain 1
Israel 1
Mexico 1
Italy 1
Thailand 1
Latvia 1
Czech Republic 1
Argentina 1
Greece 1
Luxembourg 1
Austria 1

This is where visitors to this blog came from in 2019 (the year my blog turned 10 years old):

2019 is not over yet but it was already one of the busiest years in terms of traffic to this Sales Enablement blog

2019 is not over yet, but it was already one of the busiest years in terms of traffic to this Sales Enablement blog.

This blog turned 10 years old in 2019. See the archive going back all the way to 2009.

I’m always looking for new ways to show the entire market size and the percentage breakdown of all the market players.

I see the market reaching $2Bn in annual revenue in 2020, but only if counting some of the revenue of the really large players in software that bought out smaller Sales Enablement players or those big players who offer free/freemium tools that could be used for Sales Enablement.

Very interesting to study are the vendors that are publicly listed such as Fision Corp OTCMKTS: FSSN (see below) and Bigtincan Holdings Ltd (ASX: BTH). They have to publish their revenue numbers and organic versus inorganic (acquisition) growth.

12-Dec-2018, Swiftpage acquisition of Kuvana, Inc who are the makers of InboxGuru (100% Native Marketing Automation for Infor CRM).

28-May-2019 Upland Software acquired Kapost

25-Jul-2019, Bigtincan acquired the assets of Portland, Oregon, USA based Veelo, Inc. for US$1.8m.

5-Sep-2019 Bigtincan acquired Asdeq Labs asdeqworkforce.com.

5-Sep-2019, Mediafly acquired iPresent Ltd.

October 2019, Fileboard @fileboard is now 20 Miles 20miles.us/fileboard-is-now-20-miles/

7-Oct-2019, Upland Software, Inc. (Nasdaq: UPLD) acquired Altify @altifyinc

In October 2019, @servicenow acquired @attivio

4-Nov-2019, SalesLoft acquired Costell0

5-Nov-2019, Percolate percolate.com @percolate Percolate Industries, Inc. acquired by Seismic

December 2019, BrickStreetSoftware brickstreetsoftware.com seems to have gone out of business.

16-Dec-2019, Episerver™, a digital experience company, has signed a definitive agreement to acquire B2B commerce company Insite Software™. (Insite Software had acquired Storyworks Ondemand / Storyworks1)

[Edit] 31-Dec-2019, fision fisiononline.com @fisiononline Marketing Automation & Sales Enablement Cloud Platform seems close to going out of business. Fision Corp OTCMKTS: FSSN

“[…] Because of our recent inability to raise additional capital, we have terminated employment of all but two of our employees, our bookkeeper/office manager employee and our primary customer support employee. We currently have no marketing/sales or technical personnel, and accordingly we are now unable to conduct any material marketing or new development activities. […]”

 

 

 

Sales Enablement software market to reach $2Bn USD in annual revenue in 2020

In 2020 Sales Enablement software market has reached $2Bn USD in annual revenue. The following is how I see the main players & their market share (based on crunchbase.com data which is often wrong or outdated)

Seismic (SAVO, KnowledgeTree, Zensight, Percolate) $127.8M 6.39%
Showpad (LearnCore, LIA, Voicefox) $90M 4.50%
Act-On Software, Inc. $70.5M 3.53%
Upland: Altify, Kapost, RO|innovation, Qvidian (Sant & Kadient) $62.3M 3.12%
SalesLoft (Costello) $55M 2.75%
Oracle CPQ Cloud former BigMachines Inc + InQuira $52.3M 2.62%
Brainshark $50M 2.50%
Conversica $44.6M 2.23%
Episerver Inc. (Insite Software acquired Storyworks Ondemand / Storyworks1) $44M 2.20%
Coveo coveo.com $38.8M 1.94%
Bigtincan: Contondo, FatStax, Zunos, Veelo (mobilepaks) Asdeq Labs, XINN $30M 1.50%
Corel Corporation (ClearSlide) $28M 1.40%
Unily unily.com (BrightStarr is now “Unily”) $25.5M 1.28%
Gong.io $25M 1.25%
DocuSign (Revenue of SpringCM) $25M 1.25%
Highspot $21M 1.05%
mediafly (Alinean / iPresent) $19.4M 0.97%
Impartner (also known as Treehouse Interactive) acquired by Kennet Partners $18.8M 0.94%
Cirrus Insight (Attach.io) $16.6M 0.83%
SocialChorus socialchorus.com $16M 0.80%
Mindmatrix $15M 0.75%
Qorus Software $14.8M 0.74%
Conga (Octiv) $14M 0.70%
MindTickle $13M 0.65%
Qstream $12.6M 0.63%
Moxtra moxtra.com @MoxtraHQ $12M 0.60%
Attivio (acquired by ServiceNow, Inc.) $11.9M 0.60%
Allego $11.1M 0.56%

I track the number of LinkedIn users with Sales Enablement in their current job title. 8-Dec-2019, LinkedIn had 10,333 users like that globally.

The use of the term Sales Enablement in job titles on LinkedIn is at an all time high! Of course that includes many employees of Sales Enablement SaaS software vendors, but nevertheless it more than tripled since August 2015 when I started tracking it. [My blog is turning 10 years old in 2019.]

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

  • Sales Enablement Platforms / Software as a Service (SaaS)
  • Marketing resource management (MRM)
  • B2B Marketing/Brand Digital Asset Management (DAM)
  • B2B Sales Knowledge Management (KM)
  • Sales asset management (SAM)
  • B2B Sales Content Management Systems (CMS)
  • Digital Content Management for Sales (DCMS)
  • Sales Engagement Platforms (SEP)
  • Learning Management Systems (LMS) for sales

…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 LinkedIn
twitter @SalesEnablement
German citizen. Permanent Resident in Canada. Currently based in Sydney, Australia. Spent 2007-’09 at Nortel Networks in Toronto 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.
Sr. Product Manager at Pivotal Labs from Jan-2015 to Jul-’19.

Sales Enablement lessons on positioning & launching

Quite a number of Sales Enablement lessons in this talk by Kent Weathers (Chief Operating Officer at Leadbolt) on ‘How to launch a product’ in Sydney on 17-Sep-2019:

Frequent Launch Issues

  • Is the sales force ready to sell the product/service/solution?
  • Are sales and marketing (Sales Enablement) collateral complete? (Translated, adapted to different geographies where you intend to launch in terms of currencies/prices/availability/culture/etc?)
  • Did you do the positioning as per April Dunford below?
  • Do you have a one-pager/FAQ as per the photo below?
  • Is the sales training sufficient? (Did you get feedback on it, has it been translated, is it optimized for knowledge retention, recall, micro-learning etc?)

Summary of the talk by Evelyn Ong, Product Professional, Sydney:

  1. Launch goals/metrics = business case goals/metrics. (That way, sponsors/stakeholders are on the same page from the get-go about what success is.)
  2. Contrary to popular belief, the launch is not a one-time event. It’s a continuous part of strategy/strategic execution.
  3. Mitigate risks by checking off your plan against frequent launch failures (see photo above).

Why do new products fail?

“Why do some products fail? Unsurprisingly most often due to corner cutting at the early stages of product inception. Take the time to know your market and customers, and focus on solving a problem in a differentiated way.”
(Summary by Erin Howell, Product Manager at Cloud Conformity)

Kent writes: 40% of all product launches end in failure; but why?

“The Product Launch is the most visible activity in a product’s lifecycle, but, it is not a one-time event. It’s not about the public party when we are ready to make our product available in the market. It’s about the highest-value work we must do before the launch.”

Creating and sharing a ‘launch plan’ at the correct time is a key factor for a successful product launch/go-live!

Leadbolt is a high-performance mobile advertising platform for user acquisition and in-app monetization, delivering more than 10 billion ads a month, across a 65,000+ developer network in over 165 countries. Leadbolt is headquartered in Sydney, Australia.

April Dunford aprildunford.com @aprildunford is the Toronto based founder of Rocket Launch Marketing with a deep understanding of Marketing & Positioning. Her book, Obviously Awesome, shows you how to find your product’s “secret sauce”—& then sell that sauce to those who crave it. Having spent years as a startup executive (with 16 product launches under her belt) & a consultant (who’s worked on dozens more), she speaks with authority about breaking through the noise of a crowded market.

Positioning: A definition

(April Dunford aprildunford.com @aprildunford)

Components of positioning:

The positioning process:

Tools for media monitoring, competitive intelligence, note sharing, research and link building

Has marketing done a good job at translating content for sales?

Having an eye on where the traffic to this blog comes from allows me to see which tools for media monitoring, CI [competitive intelligence], note sharing, research and link building are being used by [the sales enablement] market players and analysts:

Awario

awario.com “Be the first to know when important conversations spark out online. Unlike other monitoring apps that rely on a single 3rd-party data provider, it crawls over 13 billion web pages daily, in addition to the APIs.” Use Awario as an immediate way to learn about new mentions.

cisionpoint

cisionpoint.com (“Power your stories with CisionPoint, the fully integrated, on-demand PR Solution.”)

trendkite

trendkite.com (“Intelligent Communications Platform that puts earned media at the heart of the marketing mix.”) TrendKite was acquired by Cision, provider of earned media software & services to public relations & marketing communications professionals.

diigo

diigo.com (“Collect: Save & tag your online resources for easy access anytime, anywhere. Annotate: Annotate web pages & PDFs directly as you browse online.”)

Agility PR

enterprise.mediamiser.com and agilitypr.com (“Intuitive Media Outreach, Monitoring & Measurement: Discover journalists and influencers, amplify your messages, monitor media coverage, and measure the success of your PR campaigns”)

Brand24

brand24.com @brand24 Social media & digital marketing tips & news brought to you by Brand24, social media & web monitoring tool. Brand mentions across social, news, blogs, videos, forums, reviews & more.

SIGNAL

signal-ai.com AI powered media intelligence: Signal AI is an AI driven global solution provider for real-time unlimited information & insights for media monitoring, reputation management & market intelligence (MI).

spyfu

spyfu.com (“Download Your Competitors’ Most Profitable Keywords and Ads For Paid and Organic Search”)

talkwalker

talkwalker.com Empowering impactful digital communication teams globally with q social listening, analytics & influencer marketing software. Talkwalker is your extra set of eyes & ears. It monitors what’s happening on all social channels & online media in real-time, on all markets, in 187 languages. You can find out what customers think about your campaigns, products, events, earnings calls & brands. Or track your brand awareness & message impact globally.

Klue

klue.com @kluein competitive intelligence software that helps Marketing & Enablement teams collect, curate, & deliver intel to Sales to close more deals. Track Competitors: Stay on top of the competition. Klue tracks relevant news & data and combines it with internal sources. Deeper competitive intelligence gives you the edge. Centralize Competitive Content: Update sales battlecards, collaborate, & deliver consumable competitive strategies in the tools your Sales reps use every day. Improve Sales Performance: Arm reps with sales strategies to be more effective in closing deals. Easily searchable sales battlecards give tactics to handle objections, deposition competitors, & leverage strengths. $800K in estimated revenue annually & competes with CI Radar, PlainSight Intel LLC, & Digimind. By KLUE LABS, Vancouver, British Columbia, Canada

quip

quip.com (by Salesforce.com)

getpocket

getpocket.com

Dropbox Paper

paper.dropbox.com

Google Keep

keep.google.com (“Quickly capture what’s on your mind and share those thoughts with friends and family.”)

Kerboo

kerboo.com Backlink software for link audits. Make the time intensive task of doing a link audit on your backlink profile as painless as possible. Identify where the risks & patterns lie in the backlink profile & move efficiently to create a disavow file. By creating a disavow file you can tell Google what links you no longer want to count towards ranking & therefore insure yourself from the build up of a dangerous amount of bad links.

Edelman intelligence

edelmanintelligence.com (command center Edelman intelligence)
Edelman and Cision announced an agency partnership that combines Cision’s communications technology with Edelman’s suite of Performance Communications services. “The advent of the communications cloud, true ROI measurement for communications, and the ability to integrate comms back into marketing and advertising at the individual audience level, will, over time, be as revolutionary as the marketing clouds have proven to be,”

Right Relevance

rightrelevance.com by Cronycle @cronycle cronycle.com Knowledge sharing workspace to foster learning and innovation in the enterprise

ciradar

ciradar.com (“Spend More Time Acting on Competitive Intelligence and Less Time Searching for It”)

majestic

majestic.com (“Find out who links to your website: Majestic maps the web to bring you the Link Intelligence data that you need to dominate your market. You don’t have to be an SEO to enjoy award-winning data from one of SEO’s most established brands. Searching for link prospects within a given industry? By inputting up to 10 different domains or URLs, Clique Hunter will find domains that are currently linking to more than one competitor. A great way to find low hanging fruit for link building.”)

meltwater

meltwater.com (“Media Monitoring, Insights and more”)

sourcescrub

sourcescrub.com (“M&A Software for Deal Origination: Revolutionize your deal sourcing & tracking efforts with the SourceScrub M&A platform. Learn more about the technology & its solutions”)

Small tools for links

rapidlinkr.com (“Open multiple links with a single click!”)

linkrr.com (“Transforms your non-clickable multiple links into clickables.”)

flipboard flipboard.com one place to find the stories for your day, bringing together your favorite news sources with social content, to give a deep view into everything…