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영업 지원 플랫폼 시장 : 성장, 동향, COVID-19의 영향, 예측(2021-2026년)

Sales Enablement Platform Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

리서치사 Mordor Intelligence Pvt Ltd
발행일 2022년 01월 상품코드 989445
페이지 정보 영문 배송안내 2-3일 (영업일 기준)
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영업 지원 플랫폼 시장 : 성장, 동향, COVID-19의 영향, 예측(2021-2026년) Sales Enablement Platform Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)
발행일 : 2022년 01월 페이지 정보 : 영문

본 상품은 영문 자료로 한글과 영문 목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문목차를 참고해주시기 바랍니다.

판매 실적 관리 시장 규모는 2021-2026년 예측기간 중 20.2%의 CAGR로 확대될 것으로 예측됩니다. 다양한 업계의 조직은 판매 및 마케팅 팀이 세일즈 커뮤니케이션, 컨텐츠 관리, 온보딩, 트레이닝 등 다양한 분야에서 효율을 높일 수 있도록 영업 지원 플랫폼를 채용하고 있습니다.

사내와 사외 시장/경쟁력 양방이 중소기업 내에서의 영업 지원 필요성을 추진하고 있습니다. 이것은 마케팅과 세일즈 운영, 프로세스, 컨텐츠, 역할 및 책임을 테크놀러지와 시스템과 제휴시키기 때문입니다. 이 플랫폼은 판매자 성숙도에 따르고, 제품 레벨 정보부터 첨단 분석에 이르기까지 유효화를 상정하고 있으며, 우수한 리드 전환율을 실현합니다.

영업 지원 툴은 지능형 컨텐츠 관리, 트레이닝, 맥락 가이던스, 고객 참여 및 실용적인 분석을 조합하여 영업 담당자가 적절한 컨텐츠를 발견해 예상 고객에게 송신하고, 그 컨텐츠 내의 예상 고객 참여를 추적할 수 있도록 합니다. 예를 들어 MindTickle은 영업 담당자의 장소에 관계없이 영업 담당자의 퍼포먼스를 개발, 지도 및 개선하는 기능을 확보하기 위한 영업 준비 플랫폼을 제공하고, 영업 램프를 60% 절감합니다.

COVID-19의 발생에 의해 생산이 일시적으로 정지했기 때문에 다양한 세계 경제에서 감속을 볼 수 있습니다. 따라서 판매 지원 시장을 포함한 모든 업계에 트리클다운 효과가 있습니다. COVID19 위기를 계기로 판매 촉진 과제와 기회가 그 어느때 보다 명확해집니다. 이러한 위기적인 시기에 살아 남기 위해서는 판매 실현을 디지털 변혁 전략에 통합할 필요가 있습니다. 장기적으로는 모든 내부 판매 프로세스를 관련 고객 여정에 맞추는 것이 효과적인 판매를 가능하게 하기 위한 기반을 구현하기 위해서 필수적입니다.

영업 지원 플랫폼(Sales Enablement Platform) 시장에 대해 조사했으며, 시장 개요와 함께 컴포넌트별, 조직 규모별, 전개 방식별, 최종사용자 업계별, 지역별 동향 및 시장에 참여하는 기업 개요 등을 제공합니다.


제1장 서론

제2장 조사 방법

제3장 주요 요약

제4장 시장 역학

  • 시장 개요
  • 업계의 밸류체인 분석
  • Porter's Five Forces 분석
  • 시장 성장 촉진요인
    • 내부 비지니스 프로세스를 개선할 필요성 상승
    • 첨단 테크놀러지를 활용한 판매 노력 확대
  • 시장 성장 억제요인
    • 다양한 액세스 채널 사이에서 일관성 없는 사용자 경험
  • COVID-19의 업계에 대한 영향 평가

제5장 시장 세분화

  • 컴포넌트별
    • 플랫폼
    • 서비스
    • 트레이닝과 서포트
  • 조직 규모별
    • 대기업
    • 중소기업
  • 전개 방식별
    • 온프레미스
    • 클라우드
  • 최종사용자 업계별
    • 은행, 금융 서비스 및 보험
    • 소비재 및 소매
    • IT와 통신
    • 미디어와 엔터테인먼트
    • 헬스케어와 생명과학
    • 제조
    • 기타 최종사용자
  • 지역별
    • 북미
    • 유럽
    • 아시아태평양
    • 라틴아메리카
    • 중동과 아프리카

제6장 경쟁 상황

  • 기업 개요
    • SAP SE
    • Bigtincan Holdings
    • Upland Software
    • Showpad
    • Seismic Software Inc.
    • Highspot
    • Accent Technologies
    • ClearSlide
    • Brainshark
    • Quark
    • Bloomfire
    • ClientPoint Inc.
    • Qorus Software Ltd
    • Pitcher
    • Mediafly
    • Rallyware Inc.
    • MindTickle
    • Qstream Inc.

제7장 투자 분석

제8장 시장 기회와 동향

KSM 21.02.23

The sales performance management market is expected to register a CAGR of 20.2% over the forecast period, 2021 - 2026. Organizations across industries are adopting the sales enablement platform, as it enables their sales and marketing teams to enhance their efficiencies in various areas, including sales communication, content management, onboarding, and training.

Key Highlights

  • Both internal company and external market/competitive forces are driving the need for Sales Enablement within Mid-sized Enterprises as it aligns marketing and sales operations, processes, content, roles, and responsibilities along with technology and systems. Depending on the seller's maturity, these platforms envisages enablement right from product-level information to advanced analytics, enabling superior lead conversion ratios.
  • Sales enablement tools ensure that any sales representative can find the proper content, submit it to prospects, and track prospect engagement within that piece of content by combining intelligent content management, training, contextual guidance, customer engagement, and actionable analytics. For instance, MindTickle provides a sales readiness platform to gain the ability to develop, coach, and improve the performance of sales representatives independent of their location and reduces sales ramp by 60%.
  • Due to the outbreak of COVID-19, there is a slowdown across various world economies due to a temporary halt in production. Thus, there is a trickle-down effect on every industry, including the sales enablement market. Triggered by the COVID19 crisis, sales enablement challenges, and opportunities become more apparent than ever. To survive in such critical times, sales enablement has to be integrated in the digital transformation strategy. In the long run aligning all internal selling processes to relevant customer journeys is essential to implement a foundation for effective sales enablement.

Key Market Trends

Consumer Goods and Retail Industry to Exhibit Significant Growth

  • The rise of mobile devices and access to reliable WiFi has turned the buyer/seller relationship inside out. Cisco estimates that the number of connected devices worldwide will reach 50 billion by 2020, a big number considering that the earth is home to 7.4 billion people, which means there exist about 6.7 devices per person. This exponential rise in connected devices has created varied and deeper sales channels, thus creating opportunities for the sales enablement platform market.
  • As a result of this massive global shift, buyers are now in control of the buyer's journey and spend a considerable amount of time researching every nuance of a product or service online before reaching out to a salesperson. Therefore, buyers may end up more informed than the seller themselves, meaning salespeople must deliver something that buyers can't easily find themselves through a quick Google search. Challenges in consumer goods and retail such as above create a dire need for sales enablement platforms in the market.
  • Online retailers risk losing out on their users because of negative customer experience. Hence, retailers worldwide are formulating sales enablement strategies that will help them target customers with personalized content. Sales enablement platform helps retailers attract and engage customers on different digital channels for delivering Omni-channel experience to their customers.
  • However, the inconsistent user experience across different access channels may negatively influence the sales enablement platform market's growth during the forecast period.

North America to Hold Major Share

  • Markets such as North America have been closer to maturing, and sales in such highly competitive environments need sales enablement platforms to help companies implement, scale, and execute their sales enablement strategies.
  • According to Sales Enablement Pro, companies in the North American region found that the sales process became increasingly difficult in the last 12 to 18 months. Digging deeper into sales challenges, North American companies also identify competitive pressure as their number one challenge. Customer experience and retention are a top concern for 40% of the companies boosting the growth of sales enablement platforms in the region.
  • Automating the sales process to improve the deal closure rate is the main driver for the United States sales enablement platform market. The deployment of a cloud-based sales enablement platform to get actionable insights from information is to fuel market growth in Canada.

Competitive Landscape

The sales enablement platform market has gained a competitive edge in recent years. With a prominent share in the market, major players are focusing on expanding their customer base across foreign countries. These companies are leveraging strategic collaborative initiatives to increase their market share and profitability.

  • December 2019 - Highspot raised USD 75 million to support the rapid growth of 'sales enablement' software in the USD 50 billion categories. With this, Highspot aims to help make salespeople more efficient, equipping its users with artificial intelligence-infused technology to improve how they have conversations with prospective buyers.
  • October 2019 - Allego and Seismic announced a strategic partnership to help sales and marketing organizations improve performance by providing a central resource for all of their personalized sales collateral, customer engagement videos, and relevant just-in-time learning material. The companies have completed a technology integration, which combines Allego's leading sales learning and readiness platform with Seismic's best-in-class solution for sales enablement.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support



  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study




  • 4.1 Market Overview
  • 4.2 Industry Value Chain Analysis
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Consumers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitutes
    • 4.3.5 Intensity of Competitive Rivalry
  • 4.4 Market Drivers
    • 4.4.1 Rising Need to Improve the Internal Business Process
    • 4.4.2 Scaling Sales Efforts With the Help of Advanced Technology
  • 4.5 Market Restraints
    • 4.5.1 Inconsistent User Experience Across Various Access Channels
  • 4.6 Assessment of Impact of COVID-19 on the Industry


  • 5.1 Component
    • 5.1.1 Platform
    • 5.1.2 Services
    • 5.1.3 Training and Support
  • 5.2 Organization Size
    • 5.2.1 Large Enterprises
    • 5.2.2 Small and Medium-Sized Enterprises
  • 5.3 Deployment Type
    • 5.3.1 On-premises
    • 5.3.2 Cloud
  • 5.4 End-user Industry
    • 5.4.1 Banking, Financial Services, and Insurance
    • 5.4.2 Consumer Goods and Retail
    • 5.4.3 IT and Telecom
    • 5.4.4 Media and Entertainment
    • 5.4.5 Healthcare and Life Sciences
    • 5.4.6 Manufacturing
    • 5.4.7 Other End-user Industries
  • 5.5 Geography
    • 5.5.1 North America
    • 5.5.2 Europe
    • 5.5.3 Asia-Pacific
    • 5.5.4 Latin America
    • 5.5.5 Middle-East and Africa


  • 6.1 Company Profiles
    • 6.1.1 SAP SE
    • 6.1.2 Bigtincan Holdings
    • 6.1.3 Upland Software
    • 6.1.4 Showpad
    • 6.1.5 Seismic Software Inc.
    • 6.1.6 Highspot
    • 6.1.7 Accent Technologies
    • 6.1.8 ClearSlide
    • 6.1.9 Brainshark
    • 6.1.10 Quark
    • 6.1.11 Bloomfire
    • 6.1.12 ClientPoint Inc.
    • 6.1.13 Qorus Software Ltd
    • 6.1.14 Pitcher
    • 6.1.15 Mediafly
    • 6.1.16 Rallyware Inc.
    • 6.1.17 MindTickle
    • 6.1.18 Qstream Inc.



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