2019 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.

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

https://www.g2.com/categories/sales-enablement

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.

[Based on Crunchbase data, but very likely to be outdated.]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

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, …
  • Hubspot
  • 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)
  • Zoho

Here my complete lists:

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.

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