I’m honoured to be mentioned in it.
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.”
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:
As you can see from the links further down below I’m trying to track both the growth & consolidation of this market.
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
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:
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.
My total count is 186 vendors.
The revenue shown in the graph above – $1.1Bn USD (I took out Enhatch) is a lot more than the $400M from Travis, T. (2017, September 6): Sales Enablement Platforms Expand the SalesTech Stack.
I added 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, Hence you get to more than 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)
- SAP (Callidus / iCentera / Litmos, LMS) CRM, CPQ, CLM, Marketing Automation, …
- Adobe Systems (Marketo + ToutApp + Adobe Digital Publishing Suite, now part of Adobe Experience Manager Mobile)
- Microsoft (Microsoft Office, Office Delve, Teams, SharePoint, Dynamics, Yammer, LinkedIn, LinkedIn Learning, etc…)
- 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:
- table to export/download yourself
- Global list / companies worldwide
- European list / Europe based companies
- Canadian list / Canada based companies
- Australian list / Australia based companies
- Sales Enablement market deathwatch
- Sales Enablement tools powered by Machine Learning & AI Artificial intelligence
I track the number of LinkedIn users with Sales Enablement in their current job title. 22-July-2019, LinkedIn had 9,279 users like that globally.