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

You will have to download it to read it, but here is my latest overview of the $11.06Bn USD a year Sales Enablement SaaS market for 2024.


In Google search traffic to this blog, in discussion forums of the SALES ENABLEMENT SOCIETY and on Quora I see the ongoing demand for numbers on the market size of the Sales Enablement market.

Screen Shot 2023-01-17 at 2.18.02 pm

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

28-Jun-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 is 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:

Screen Shot 2023-02-14 at 9.56.48 am

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:

Screen Shot 2022-05-06 at 4.32.59 pm

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 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

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


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

5-Sep-2019, Mediafly acquired iPresent Ltd.

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

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

In October 2019, @servicenow acquired @attivio

Nov 4, 2019, Costello acquired by SalesLoft

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

[Based on Crunchbase data, but very likely to be outdated.]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


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.

Screen Shot 2023-02-14 at 10.58.25 am

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 (LevelJump, 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 (Emarsys / Signavio / 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) + Figma
  • Microsoft (Microsoft Office, Office Delve, Teams, SharePoint, Dynamics, Yammer, LinkedIn, LinkedIn Learning, etc…)
  • IBM (IBM Smarter Workforce former + 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 turns 14 years old in 2023. 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 at $11.06Bn USD in annual revenue in 2024, 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.

Screen Shot 2023-02-14 at 10.58.25 am

Here are more of my lists:

I track the number of LinkedIn users with Sales Enablement in their current job title:

Screen Shot 2023-01-07 at 9.13.42 pm

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: