The Forrester Wave™: Revenue Enablement Platforms, Q3 2024 highlights the importance of a holistic approach to revenue enablement, where content, training, and coaching are seamlessly integrated. This ultimately helps break down silos between sales and marketing, foster a culture of continuous learning, and leads to sustainable revenue growth.
The sales enablement landscape is constantly evolving. We’re seeing a convergence of sales content management and sales readiness into a single platform. This shift reflects the growing need for businesses to equip their teams with the right content and skills to drive revenue growth. This is crucial for addressing the challenges of today’s dynamic market, where buyers are more informed and require personalized content.
Revenue enablement is the strategic, ongoing process of equipping all customer-facing teams with the resources they need to successfully engage buyers and drive revenue. This includes content, guidance, training, and coaching. Effective revenue enablement requires sales, marketing, enablement, revenue operations, and customer success to work together to improve the customer journey and maximize revenue generation.
Key Findings:
- Content and readiness are now inseparable: Leading platforms effectively combine content management, learning and development, and coaching tools to provide a unified experience.
- AI is transforming enablement: AI capabilities are becoming crucial for personalizing content, automating tasks, and providing actionable insights.
- Customer value is paramount: Successful vendors prioritize delivering value to their customers through robust functionality, ease of use, and strong customer support.
Evaluating sales enablement tools? Consolidating your tech stack? Discover which vendor can empower your sales teams and drive revenue growth.
Leaders
- Seismic
- Platform Overview: Comprehensive enablement platform with excellent content management, L&D, and buyer engagement features. Strong in AI capabilities, scalability, and customer support.
- Perfect for: Midsized to large enterprises seeking a full-featured solution with a focus on innovation and customer success.
- Highspot
- Platform Overview: Unified platform with strong content management, L&D, and AI features. Excels in user experience, customer support, and integrations.
- Perfect for: Midsized to large enterprises seeking a scalable solution with an active customer community and an intuitive interface.
- Allego
- Platform Overview: Complete enablement suite with a focus on service and AI-powered coaching. Offers robust content management, digital sales rooms, and strong customer support.
- Perfect for: Medium to enterprise-level companies with a global footprint and a need for continuous sales competency development.
- Mindtickle
- Platform Overview: Full-featured platform focused on seller behavior change and competency development. Strong in learning pathways, content sharing, and customer success.
- Perfect for: Enterprise-level customers seeking an integrated solution with a focus on learning reinforcement and coaching.
- Showpad
- Platform Overview: Enablement platform with strong content management, live call scoring, and immersive buyer experiences. Offers robust security and privacy features.
- Perfect for: Medium to large enterprises in verticals like CPG, healthcare, and manufacturing, especially those requiring immersive content experiences.
Strong Performers
- SalesHood
- Platform Overview: Complete enablement solution with streamlined course development and an intuitive interface. Focuses on the needs of sellers and sales enablement professionals.
- Perfect for: Small to midsized enterprises seeking easy setup and an intuitive user experience.
- Bigtincan
- Platform Overview: Customizable platform with strong content usage analysis and visually appealing buyer/seller experiences. Excels in AR/VR capabilities and language support.
- Perfect for: Medium to enterprise-level customers seeking a customizable platform with mature coaching features.
Contenders
- Pitcher
- Platform Overview: Focuses on sales call support, meeting preparation, and guided selling. Offers a modular approach and strong integrations but limited learning features.
- Perfect for: Companies with broad product catalogs and a need for digital experiences in specific sales situations.
- Mediafly
- Platform Overview: Easy-to-use platform with engaging content and a wide range of functions, but lags in actionable learning insights. Relies on a partner for L&D capabilities.
- Perfect for: Enterprises prioritizing engaging content and basic learning opportunities.
- WorkRamp
- Platform Overview: Early-stage content management within a broader LMS offering. Affordable and intuitive, but lacks advanced features and robust reporting.
- Perfect for: Budget-conscious companies seeking a companywide learning solution with basic content sharing.
- Accent Technologies
- Platform Overview: Mature offering with strong AI capabilities but limited market presence. Lacks a clear roadmap for a full L&D suite.
- Perfect for: Businesses that value innovation and insights with attentive customer service.
- Salesforce
- Platform Overview: Outcome-based enablement tied to CRM data but with limited content management capabilities and a dated user interface.
- Perfect for: Existing Salesforce CRM customers with basic content needs and a preference for a familiar interface.
Key Recommendations for Business Leaders:
- Prioritize platforms with strong AI capabilities: AI can personalize the seller experience, automate tasks, and provide valuable insights to optimize enablement efforts.
- Focus on ease of use and adoption: Choose a platform that is intuitive and easy to use for both content creators and sellers.
- Look for vendors with a strong commitment to customer success: Ensure the vendor provides adequate support and resources to help you achieve your enablement goals.
