Sales Enablement lessons on positioning & launching

Quite a number of Sales Enablement lessons in this talk by Kent Weathers 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 optimised 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!

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.

Last edit: 15-Aug-2021

Affinio

affinio.com Segment audiences on Twitter etc to build personas, uncover media placement, or study competitors.

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”)

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.

Battlecard Quickcard

Battlecard battlecard.com @battlecardHQ parsegon.com @parsegon @quickcardhq Quickcard is the main product (Battlecard was the brand/ecosystem name. Pivoted) quickcard.com Sales Playbook Platform: Teams use Battlecard to organize their sales playbook, conquering the chaos of their daily revenue operations. Sales Collateral: Create tailored, shareable, & tracked sales collateral in 30 seconds after every discovery sales call. Just like you tailor your sales pitch on a call, tailor your follow-up collateral. Sales collateral is rarely something that should be one-size-fits-all for all prospects. Create tailored sales collateral. Gain Insights to what is Helpful. Get granular, event driven analytics that help you improve your sales. ZPtCgVzC_400x400Document sharing platform designed for sales. A way to send sales materials: Personalize your sales decks & gain insights on readership in one place. Learn what is & isn’t working in your materials. Send, tailor, & analyze your sales collateral content. Highlight top features: Focus on the topics or features that the prospect specifically cares about based on discovery calls. Inject prospect’s variables: Name, industry, company size, or anything onto sales materials to provide a personal touch. Insert in the Prospect’s Logo, which 97% can be auto-fetched from just providing their domain name. San Francisco, CA, USA

Brandwatch

Brandwatch brandwatch.com acquired by Cision for USD $450M, creating a PR, marketing, & social listening giant: 26-Feb-2021, Online consumer intelligence & social media listening platform Brandwatch has been acquired by Cision, best known for its media monitoring & media contact database services. Brandwatch’s key executive team will be staying on. The move combines two large players to offer a broad range of services, from PR to marketing & online customer engagement. The deal is expected to close in the 2nd quarter 2021.

Brand24

brand24.com @brand24 instant access to brand mentions across social, news, blogs, videos, forums, reviews & more. Brand24 Global Inc., Daytona Beach, FL 32114 USA

BuzzSumo

Screen Shot 2021-06-19 at 4.09.05 pmbuzzsumo.com content insights to generate ideas, create high-performing content, monitor your performance and identify influencers.

cisionpoint cision

cisionpoint.com cision.com Power your stories with CisionPoint, the fully integrated, on-demand PR Solution. Brandwatch acquired by Cision for USD $450M, creating a PR, marketing, & social listening giant: 26-Feb-2021, Online consumer intelligence & social media listening platform Brandwatch has been acquired by Cision, best known for its media monitoring & media contact database services. Brandwatch’s key executive team will be staying on. The move combines two large players to offer a broad range of services, from PR to marketing & online customer engagement. The deal is expected to close in the 2nd quarter 2021.

Crayon

crayon.co @Crayon a market intelligence company helping businesses track, analyze, & act on everything outside their four walls. Keep Sales Battle cards up-to-date seamlessly by integrating them with Crayon’s continuous feed of software-driven competitive intelligence (CI). Get alerts when new intel is ready to review, always staying in sync with market movements. Access battlecards wherever your sales team spends their time – available by desktop, mobile, or directly from within Salesforce CRM. Boston, MA, USA

diigo

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

Oktopost

oktopost.com media management platform. Helps you manage, measure, & monitor social media – all from one place. Measure the impact of every post, network, & campaign with rich social media analytics – designed to reach your B2B marketing goals.

OZMOSYS

ozmosys.com Organize Your Trusted Content in One Place: Manage Your Content, Blogs & Social more effectively with AI. OZMOSYS: Keep Your Team Informed. “Content Integration” provider of content aggregation, search, alerting & content delivery used by enterprises to control both information overload & overlook. Consolidates high-value information from leading content providers & publishers and removes barriers found in typical distribution methods. Customers worldwide rely on it to keep them more up-to-date & competitive. OZMOSYS Clipper, Alert Manager, & OpenAlerts (Competitive Intelligence)

pipedrive Web Visitors

pipedrive.com/en/blog/web-visitors “Web Visitors”: Discover organizations from your website traffic that so far remained hidden, anonymous or unconverted. Track companies that visit your website, how they found out about you & your website, what they engaged with & how long they stayed. Use these insights to optimize your site’s content & tailor your outreach to new leads or existing customers, anticipating their needs before you even make contact. Web Visitors will automatically rank organizations based on their web activity. However, you can also use custom filters to segment your visitors by properties such as URL visited & organization location to help your sales team target their most ideal leads.

PHISHLABS

phishlabs.com @PhishLabs Digital Risk Protection through curated threat intelligence & complete mitigation. Brand Protection, Domain Monitoring, Social Media Protection, Account Takeover Protection, Advanced Email Protection, Executive Protection, Data Leak Detection. Charleston, SC, USA.

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.

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).

Sendible

sendible.com Social Listening: Improve your client’s trustworthiness with social listening: Track brand, competitor & key industry terms to stay ahead of the curve. Amaze clients & followers by monitoring conversations & delighting them with quick responses. Stay one step ahead of competitors: Understand the social media landscape for your client’s industry by monitoring hashtags, relevant keywords & their competitors. Stay on top of trends, & be the first to engage with their prospects.

SocialAnimal

socialanimal.com @SocialAnimal_io Get deep insights, find influencers & get content inspiration for any keyword. Find & analyze top performing content for any topic or competitor. Find influencers who can amplify your content’s reach. United States

spyfu

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

talkwalker

talkwalker.com @talkwalker Empowering impactful digital communication teams globally with q social listening, analytics & influencer marketing software. Your extra set of eyes & ears. Monitors what’s happening on all social channels & online media in real-time, on all markets, in 187 languages. Find out what customers think about your campaigns, products, events, earnings calls & brands. Or track your brand awareness & message impact globally. Talkwalker Alerts talkwalker.com/alerts free alternative to Google Alerts. The most important conversations on the internet (+Twitter) delivered to your inbox… Talkwalker Alerts delivers the top results & tweets that make up your digital footprint from across the web & Twitter to your inbox. Social media analytics filters out & cover the most important conversations – tweets with the most engagement – so you only receive the alerts that matter & can customize your strategy accordingly. Free marketing tool that includes results from social media. Talkwalker Inc. / TALKWALKER Sàrl, Luxembourg

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

Kompyte

Kompyte kompyte.com @kompyte helps product, marketing & sales teams collect, organize & act on CI (competitive intelligence) to differentiate, provide unique value & earn market share. kompyte.com/sales-enablement/ COMPETITIVE INTELLIGENCE FOR SALES ENABLEMENT: Differentiate & win more deals. Improve sales effectiveness with up-to-date intelligence on competitor pricing, products & promotions. $1M in estimated revenue annually & used to compete with Rival IQ, TrackMaven, & L2. Now saying they don’t compete with RivalIQ or Track Maven anymore, but their main competitors are Klue & Crayon. Intellikom, Inc., doing business as Kompyte. San Francisco, CA, USA & Barcelona, Spain

Onclusive

Screen Shot 2021-04-30 at 3.22.48 pmanalyst.onclusive.com @onclusive Formerly AirPR. Proprietary newscrawler which captures millions of pieces of earned, owned, & newswire content each month – more content than any other source. Onclusive provides media monitoring, which includes digital, newswire, print, broadcast, & radio coverage. Data science company for communications. San Francisco, CA

quip

quip.com (by Salesforce.com)

Quickcard

(See above)

Socialmention.com

socialmention.com @socialmention developed by @jonnyjon Social Mention is a social media search engine that searches user-generated content. Real-time social media search & analysis.

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) edelmandataxintelligence.com Edelman Data & Intelligence (DxI): Global, multidisciplinary research, analytics & data consultancy with a distinctly human mission. We use data & intelligence to help businesses & organizations build trusting relationships with people: making communications more authentic, engagement more exciting & connections more meaningful. DxI brings together & integrates the necessary people-based PR, communications, social, research & exogenous data, as well as the technology infrastructure to create, collect, store & manage first-party data & identity resolution. DxI is comprised of 350+ research specialists, business scientists, data engineers, behavioral & machine-learning experts & data strategy consultants based in 15 markets around the world. Edelman & Cision 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, & 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 & innovation in the enterprise

ciradar

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

LinkMiner

linkminer.com Find powerful backlinks you can replicate easily. LinkMiner is a backlink checker tool. Try mangools.com or kwfinder.com/features/

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 way to find low hanging fruit for link building

meltwater

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

PublicRelay

PublicRelay publicrelay.com @PublicRelay media analytics for communications & marketing pros at the world’s most recognizable brands, associations, universities & federal agencies. Transform media monitoring into media intelligence: Comprehensive coverage. Conceptual analysis. Executive reporting. PublicRelay discovers insights communicators can’t live without. Their human-AI hybrid makes conceptual insights possible. Leave messy, automated tone behind with precise sentiment & messaging – for all companies, topics, & concepts mentioned in your content. Tysons Corner, VA

SEOreviewTools.com

seoreviewtools.com/valuable-backlinks-checker/ Backlink Tool / Links checker. Check your competitor’s backlink profile.

cognitiveSEO

cognitive SEO cognitiveseo.com/site-explorer/ Site Explorer: Link Research to Spot Growth Opportunities & Investigate Rankings for Your Site & Competitors.

SEMrush

Screen Shot 2021-05-06 at 4.41.48 pmsemrush.com measurable results from online marketing:
Do SEO, content marketing, competitor research, PPC & social media marketing from one platform.

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”)

competitors.app

competitors.app from Sibiu, Romania.

Wonder

askwonder.com Wonder @AskWonder Get Smart. Fast. Wonder is the ultimate on-demand research assistant for consultants, agencies, entrepreneurs, & the chronically curious.

Small tools for links

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

10bestseo.com/url-opener/ URL Opener Open a whole list of URLs at the same time

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…

The long tail of the B2B Sales Enablement SaaS software vendor market

You will have to download it to read it, but here my latest overview of the $4Bn USD a year Sales Enablement SaaS market:

b2b_sales_enablement_saas_martech

In Google search traffic to this blog, 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.

It is an interesting market with a very long tail (revenue distribution) and an even longer list of companies that have already gone under:

Click the image above to see my entire list

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 again:

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, Google, Hubspot, Adobe, Microsoft, IBM, Oracle, Velocify Inc., Jive Software, etc… here my current draft of the long tail of Sales Enablement market players by revenue.

b2b_sales_enablement_saas_martech

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.

30-Sep-2019, Xinnovation, Inc. (“XINN”) xinn.com @GoXinn acquisition by Bigtincan

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

In October 2019, @servicenow acquired @attivio

Nov 4, 2019, Costello acquired by SalesLoft

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

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

b2b_sales_enablement_saas_martech

My total count is 186 vendors.

The revenue shown in the graph above (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 (Slack, Salesforce CRM / Content / Chatter / Einstein / AppExchange / Trailhead / ‘Sales Cloud’ files & libraries)
  • Google Cloud Platform (G Suite / Drive / Docs / Sheets / Slides / Keep / Forms / Sites)
  • 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
  • ServiceNow

This blog turned 12 years old in 2021. 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 $4Bn USD in annual revenue now in 2021, 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.

Here my complete lists:

I track the number of LinkedIn users with Sales Enablement in their current job title. 5-Feb-2020, LinkedIn had 10,540 users like that globally.