Is Consolidation Inevitable for the Sales Enablement Market?

By Megan Virtanen (@MichiFinn12)

Is Consolidation Inevitable for the Sales Enablement Market?

It’s 2017. The sales landscape is changing, forcing a lot of the B2B selling process to happen digitally. Today’s B2B sellers need to share high impact content via real-time communication and understand how that content is being used by customers and prospects, all in an easy-to-use format. Therefore, tools that can be disruptive and enable a sales rep to engage with customers in a more interactive and personalized fashion are essential to improving effectiveness (451 Research, 2016).

However, how organizations think about and approach sales effectiveness can start at different places and aspire to different destinations.

There are many variables that come into play, and each organization is different. Those variables are not necessarily in line with how organizations are typically classified – for example, a company with hundreds of sellers but not a lot of complexity in the sale process might require a basic solution. Their needs may be at a much smaller scale than an organization looking to start with very segmented prescriptive recommendations into different regions with user permissions tied to multiple product lines. Their needs would require more advanced solutions.

Sales enablement technology needs to support both paths.

That said, organizations understanding this and embracing this are moving away from a fragmented sales tech stack and looking to technology solutions that can be a single solution. One that can help sellers find and use content, save time and generate revenue, AND one capable of more complex permissions like predicting and prescribing presentations, assets, coaching, and subject matter experts throughout the deal cycle.

This shift in the sales and technology capability landscape combined with a rapidly maturing sales enablement space (Gartner, 2016) is forcing business transformation by extending technology and expertise and broadening a product offering. Herein lies the imminent opportunity within a consolidating market to scale and expand influence needed in order to drive efficiency and fuel innovation.

Megan Virtanen

Megan has spent the better part of her career as a tech marketer and understands the complex sale that sellers at tech companies often navigate. Her passion for enabling the sales teams she’s worked with at TomTom, PTC, Xively (a division of LogMeIn) and now SAVO flows through in the content she crafts. Megan is an expert in Finnish cuisine and has hiked Jostedalsbreen (Jostedals Glacier) in Norway. When not perfecting her Karelian Piirakka (a yummy savory Finnish pie), Megan can help your sellers have more effective conversations throughout your buyer’s journey.


  1. Richard Orlando on June 28, 2017 at 7:30 am

    Definitely a consolidation of Sales Enablement companies is in process NOW. Why should the S/E space be any different versus the past 25+ years in high tech? Sad news is less than 50% of S/E vendors we see now will survive over the next five years, and, most likely 75% of the smaller niche solution offerings will also be merged, purchased or out of business in the same time span. Winners in this space will have the best point “solutions” integrated into an easy to use platform for front line sales and marketing teams totaling millions of users worldwide. The winners will embrace Digital Transformation of the sales process from the customers through sales teams. Nice piece.

    • Megan Virtanen Megan Virtanen on July 6, 2017 at 12:35 pm

      Thanks Richard, glad you liked the post. More to come on the consolidation topic soon!

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