Sales Enablement SaaS software market trends and acquisitions during COVID-19

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The first acquisitions in the Sales Enablement space that I’m aware of being announced in COVID-19 times (See my earlier post):

Axiom Sales Kinetics @AxiomSales @justaskaxiom (AXIOM SFD @AXIOMSFD acquired!) 18-Jun-2020, Axiom Sales Kinetics announced major rebrand, restructuring & new product offering under the leadership of its founder & CEO, Bob Nicols, after an asset only purchase of Dallas-based AXIOM SFD (Axiom Sales Force Development) in February 2020. Their apps used to improve sales coaching & sales training; on demand in real time. Since 2013 they used to create native sales enablement apps for Dallas, Texas / Jacksonville, FL.

7-May-2020, Conga @CongaHQ was acquired by Apttus which had been acquired by Thoma Bravo on Sep 4, 2018.

@Napp_dk acquired by @Templafy (announced 18-May-2020):

“Danish start-up Templafy announced that it plans to acquire Copenhagen-based B2B sales enablement platform Napp. The news comes after Templafy closed $25m in Series C funding at the end of April. […] Templafy […] aims to solve the problem of “document anarchy”, ensuring consistency across all of a company’s documents, presentations and emails. The start-up automates compliance in business documents, with the goal of eliminating wasted administrative time.”

Source: siliconrepublic

I’ve updated my airtable of 777 line items and my chart for the biggest players in Sales Enablement/Engagement related SaaS software.


add Highspot USD $200M Series E funding round, 22-Feb-2021

Link 22-Feb-2021 Highspot raises USD $200M

“[…] Showpad, a Chicago and Belgium-based sales enablement company, […] confirmed to Chicago Inno that it laid off 52 employees […] 18 of which were based in the Windy City. The tech company said layoffs affected its Go To Market teams across its offices in Chicago, Belgium, London, Munich, San Francisco, Portland and Poland. About 400 employees remain at the company globally, 160 of which are in the Chicago office. “This decision was triggered by the economic downturn following the global spread of COVID-19,” said Showpad co-founder and CEO Pieterjan Bouten […] Over the last two years, Bouten said Showpad tripled its revenue and in 2019 alone, hired about 200 new employees. Showpad, which has 1,200 clients, typically sees annual revenue of more than $60 million, Bouten said. […] Showpad […] acquired LearnCore, a Chicago startup that made sales training software, for $50 million in 2018.”


13-Jan-2022Highspot, a sales enablement platform that increases the performance of sales teams, raised $248M in Series F funding. Highspot’s post-money valuation is now $3.5Bn, which has quadrupled in the past two years. The company’s total funding is now $648M. New investors B Capital Group & D1 Capital Partners led the round with participation from existing investors: ICONIQ Growth, Madrona Venture Group, Salesforce Ventures, Sapphire, & Tiger Global Management.

One metric in this space to watch now for COVID-19 impact is churn in SaaS; especially when you consider how many new customers you have to onboard for every 1% of your customers that don’t renew: Maybe double or triple the number that left needs to be onboarded to make up for lost revenue (depending on the account size)?

Please check the following numbers for yourself. I took them from this post from 4-May-2020: EBITDA margins in SaaS are terrible

On this blog I’m tracking SaleSphere GmbH which is a subsidiary of mVISE AG (See shares above) Germany @SaleSphere_App SaaS product – mobile sales & field service solution. Digitises existing field work processes & simplifies administrative procedures. Quick access to relevant information & media – simplifies the presentation of product offers. Integrations:, Microsoft Dynamics (CRM), SAP (CRM), Pipedrive, SugarCRM, Vtiger, SAP Business By Design, Adobe Marketo, Citrix GoToWebinar. Some customers: BOSCH, Julius Meinl, MyHilda, Hoffmann Group, H&T Presspart, etc. HQ in Duesseldorf, NRW, Germany.

fision @fisiononline Marketing Automation & Sales Enablement Cloud Platform. Minneapolis, MN, USA. Fision Corp OTCMKTS: FSSN

VERB @VerbTech_Co (NASDAQ: VERB) business-focused interactive video Webinar, CRM, marketing, & sales enablement software applications. Verb CRM: Sales Enablement Platform. Send Product Samples from an App. Increase retention & revenue with a custom mobile app. Newport Beach, CA, USA. Sept. 10, 2020, VERB Technology Company, Inc. the maker of interactive video-based sales enablement applications, including interactive livestream eCommerce, webinar, CRM & marketing applications for entrepreneurs & enterprises, completed the acquisition of SoloFire (dba for Ascend Certification, LLC), provider of a sales enablement platform for the healthcare industry.

As always, Scott at has some great thinking on The paradox of simultaneous MarTech consolidation and expansion.

In the 12-May-2020 post MarTech app platform dynamics he took that a bit further. It is the first time I see all the different trends and buzzwords called out for contributing or taking away from the number of players in the MarTech market:

Top market players and geographic regions in Sales Enablement

Still trying to predict the impact of COVID-19 on the b2b Sales Enablement software space (Google searches for the term seem flat) I spoke with one of the industry veterans:

“I recall the consolidation and reduction of SaaS at different points in time, but recall one of our best years was the downturn of 2007/08 where companies moved from on premise to SaaS simply because their IT simply couldn’t build new systems and they felt SaaS was a better, fast and cheaper option. Also, as in today, when buyers are forced to tighten budgets which is happening overnight now they will need sales advisors to advance their purchases. B2B enablement services are sticky once a company gets beyond it being a marketing content warehouse and they build in enablement use cases like onboarding and product launch support. The content and taxonomy that exists in an intelligent center remains key and can’t be replaced with simple file storage including a Sharepoint deployment. […]”

My Airtable has reached 765 line items I’m tracking for the Sales Enablement market.

Fit my narrow of definition of Sales Enablement content related software 186 My airtable
Acquired 115 My airtable
Out of Business 77 My list / blog post
Total line items I’m tracking 765 My airtable


The market players with the most acquisitions.

Here are the countries with their respective number of Sales Enablement companies based there or with significant office presence there:

USA 365 My list
Canada 51 My list
Australia 41 My list
UK 34 My list
Germany 22 My list
India 23 My list
Sweden 8 My list
Netherlands 8 My list
Switzerland 7 My list
Denmark 7 My list
NZ 4 My list
Israel 6 My list
Japan 5 Book
France 5 My list
Belgium 5 My list
Poland 4 My list
Finland 3 My list
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