Predicting a Sales Enablement software market size for 2020

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”.

Aragon includes vendors such as Outreach and VanillaSoft which I did not use to 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 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 480 line items (table) with a crazy long death watch list of dead or zombie startups.

My estimation of the total Sales Enablement software market for 2020 is more than USD $2.6Bn, if you do count some of the revenue of the 800-pound gorillas such as Microsoft & Salesforce where Sales Enablement is more of a byproduct or additional use case.

I’m guessing none of the Sales Enablement vendors are wildly profitable (outside the 800-pound gorillas). Excluded from this chart are the very small ones.

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

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. […]”

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