In B2B, expect this to take account-based marketing/account-based sales to a whole new level. It will enable marketing teams to be much more targeted in their approach, much higher in the funnel. In turn, this will make it easier to leverage that data in shaping personalized marketing and sales motions to those audiences. It will provide much more granular detail on which tactics resonate best with which segments of customers, spanning the entire customer journey. I think we’ll see much larger numbers much sooner.įor martech, the advancement of salestech is a wonderful thing.įirst and foremost, all of these digital sales touchpoints will contribute phenomenal data to a company’s overall revenue operations stack. Most of those estimates were calculated before the digital acceleration of 2020. And 360 Research Reports projects sales enablement will be a $3.08 billion market by 2026. Data Bridge Market Research estimates sales intelligence will be a $4.89 billion market by 2027. They’re poised for tremendous growth to tens of thousands and hundreds of thousands of customers in the years ahead.Īragon Research predicts sales engagement will be a $5.59 billion market by 2023.
TECHNOLOGY LANDSCAPE DEFINITION INSTALL
Many of the leading salestech companies only have install bases in the hundreds or single-digit thousands today. Yet we’re still quite early in the penetration of the potential market. But as with other digital capabilities, the disruptive circumstances of 2020 catalyzed an acceleration of adoption of these technologies for leveraging distributed sales teams, remote selling, and an expanding array of digital customer touchpoints. Salestech had been on the rise for the past few years. And indications are that investment is going to grow in 2021, as companies embrace a range of innovative salestech products: Naturally, where there’s this much supply, there’s a ton of demand.ĭata from a recent 2021 Revenue Operations and Customer Acquisition Benchmark Report produced by ringDNA and RevOps Squared revealed that 38% of the companies surveyed are spending $400 or more per rep (SDRs or AEs) per month: Recently crowned “unicorns” in the space include Outreach, which hit a $1.33 billion valuation last summer, and SalesLoft, which achieved a $1.1 billion valuation just last week. Multiple leading salestech companies are achieving billion-dollar valuations. Examples of platform-first specialist salestech apps include Troops, which connects messaging platforms such as Slack and Teams with CRM platforms such as HubSpot and Salesforce, and Docket, which deeply integrates between Zoom, CRMs, Slack, calendars, and digital storage to make meetings super streamlined. The dynamics behind this explosion of SaaS-based sales tools are the same as with martech: consolidating platforms and expanding app ecosystems around them.
In HubSpot’s App Marketplace - disclosure: where I work - we’ve seen a flood of innovative new sales apps and integrations published just in the past 12 months. (Nancy: I empathize with all the emails you surely must receive on that front.) And more are being launched every month. I personally know dozens of great salestech companies that aren’t included. Her latest map of salestech reveals hundreds and hundreds of vendors in the space, organized into a couple of dozen categories.Īnd as with my martech landscape, it’s not even complete. Nancy Nardin of Smart Selling Tools has been tracking sales technologies the way I’ve been tracking the martech landscape.
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