Sales Engagement Management (SEM) processes are transforming in most companies. B2B buyer behavior has evolved to become primarily digital, so traditional in-person selling is no longer the norm with 70% of business decision-makers now open to fully self-serve or remote purchases even if more than $ 50,000, according to McKinsey.

I’ve just published my 2022 Vendor Selection Matrix^tm research on Sales Engagement  Management which shows that increasing digital marketing and sales means that automated sales strategies and analytics have now joined the SEM process family. Indeed, in many companies, the sales organization includes a new generation of customer success managers, with different informational needs to the traditional salesperson. We estimate that 40-45% of companies have automated, or will be automating, parts of the SEM process in 2022. 

Great SEM is now more important than ever.  

The COVID-19 pandemic has set off a period of head-spinning change in many companies, even industries. Digital transformations are being realized faster than ever thought possible. Firms go digital in a matter of days, not years, and offer new services almost overnight. And one of the most drastic consequences of the move to digital marketing, selling, and buying, is on the role of that traditional salesperson (note that I co-wrote the Forrester report “Death of the B2B Salesman” back in 2015). Some of us analysts and vendors are starting to propose the broader descriptor Revenue Enablement or Revenue Management, where Revenue is an aggregation of sales and retention rate, most of which is automated and digital.

We asked why marketers need SEM. 

We asked, “Which of the following processes do you plan to automate with your SEM system?”, providing a list of 17 possible processes. The highest NEW interest is in improving Guided Selling and Pipeline Management, followed by support for Video Selling (aka remote selling). The next two priorities are being able to provide data and analytics (including alerts and recommendations) to salespeople. 

SEM investment drivers depend on geography. 

Overall, nearly one half of companies are focused on sales content management while 29% cite integrating to other marketing asset systems as important. One quarter value the opportunity to support social selling. However, these priorities vary across the regions. Social selling seems to be more important in Europe, as is Content control. More American companies are still working on providing relevant content assets to salespeople and to integrate to other systems while the more strategic benefit of improving revenue operations is recognized by four times as many European executives compared to North American.

SEM improvement has a “sense of urgency” due to eCommerce. 

As cited above, eCommerce has affected the sales process in almost all B2B companies. A resounding 98% of respondents expect the share of their products/services sold online to increase dramatically, reducing the dependency on a field sales force. But the Inside Sales (BusDev) function requires more, but also different, SEM functions.

Pure-play SEM vendors may not be able to keep up.

As part of an overall trend towards adopting more capable revenue management technology, SEM vendors will be challenged by existing Account-Based Marketing and Customer Data Management vendors. Many of these vendors will already have a strategic supplier relationship and can provide “just-enough” SEM capabilities to lock out a pure-play SEM vendor.

But what is the market saying?

The clear #1 Global Leader, as scored by the survey and me, is the vendor Seismic, who have won this leadership position for three surveys now.  

This is the full list of all Market Leaders (having both a Strategy and an Execution score of over 4 out of 5) in the Vendor Selection Matrix™ – Sales Engagement Management 2022 (listed alphabetically):

APPAROUND, BIGTINCAN, BRAINSHARK (now BIGTINCAN), CLEARSLIDE (now BIGTINCAN), HIGHSPOT, MEDIAFLY, PITCHER, SALESLOFT, SEISMIC, and SHOWPAD.

Note that the vendors BRAINSHARK and CLEARSLIDE were acquired by BIGTINCAN this year. However, the brands were named and scored, unprompted, in the survey. 

The full list of vendor brands in the Top 15 vendors scored in the survey is completed by: 

ACCENT TECHNOLOGIES, CLIENTPOINT, SALESPHERE, SAP, and PROLIFIQ  

The link above connects you to the public version of the report, with the alphabetical list of market leaders and shorter vendor profiles. Watch out for several versions of report in full detail over the next months as several vendors distribute their licensed reprints.

Always keeping you informed! Peter O’Neill

We are almost there. I have now completed my 2022 Vendor Selection Matrix research on Sales Engagement Management, the survey has been analyzed, insights and trends have been written up and the vendor scorecards/profiles completed. The report is now with those vendors for fact checking and we expect to publish in October. 

The need to automate elements of sales engagement management (SEM) was proposed many years ago (I would claim to be that analyst in question) but not readily adopted in all companies, especially those dominated by a Chief Sales Officer. But the COVID-19 pandemic has set off a period of head-spinning change in many companies, even industries. Digital transformations are being realized faster than ever thought possible. Firms go digital in a matter of days, not years, and offer new services almost overnight. 

And one of the most drastic consequences of the move to digital marketing, selling, and buying, is on the role of that traditional salesperson (again, let me note that I co-wrote the Forrester report “Death of the B2B Salesman” back in 2015).  

Our survey of 1500 business professionals on this topic shows the highest NEW interest in improving Guided Selling and Pipeline Management, followed by support for Video Selling.    

The next two priorities are being able to provide data and analytics (including alerts and recommendations) to salespeople. SEM projects are mostly executed by more mature companies and based on our conversations with users and vendors, we estimate that 40-45% of companies have automated, or will be, their SEM process in 2022-23.

When we asked them about their 2022 SEM projects, nearly half of the companies were still focused on sales content management, the earliest implementation phase of SEM. Nearly a third say that integrating to other marketing asset systems is important, and a quarter value the opportunity to support social selling.  However, these priorities vary across the regions which we explore in the report in more detail. The project drivers have also changed dramatically since our last survey in late 2020.

These are the 15 vendors that qualify for the Vendor Selection Matrix™ – Sales Engagement Management 2022 due to their scores in the survey and me (listed alphabetically):

ACCENT TECHNOLOGIES, APPAROUND, BIGTINCAN, BRAINSHARK, CLEARSLIDE, CLIENTPOINT, HIGHSPOT, MEDIAFLY, PITCHER, PROLIFIQ, SALESLOFT, SALESPHERE, SAP, SEISMIC, and SHOWPAD

Watch out for the final version of the report in full detail next month. 

Always keeping you informed! Peter O’Neill

Here it is – my Vendor Selection Matrix report on Sales Engagement Management. Last year, I issued this just after Gartner/Forrester had output their quadrant/wave on a similar topic: so interest/budgets were already spent and I had a reduced response compared to all my other reports.  But .. they provide an analyst POV only: one written for large enterprises primarily in N. America. My report is based upon feedback from 1,500 businesses globally plus my view of each vendor’s strategy and viability. 

Sales Engagement Management (SEM) automation was already a high-priority investment in Q1 2020, when we did the survey – 48% of businesses said they’ll be initiating their first investment in SEM software. Now, as the current health and economic crisis changes the buying process radically, probably for ever – this is now a trend exploding ! (BTW – McKinsey have just released this study that includes this recommendation: “Have your sales reps on call to support buyers by phone, videoconference, or webchat, whenever they need it; a 24/7 or 24/5 live presence can be especially meaningful when remote interactions are the only options.)

Whether in the field or inside-sales, the modern sales professional must manage and share content in a multitude of forms; communicate with customers via email, phone, messaging, and video; and understand engagement via advanced content analytics. While some sellers can find their own tools to do this, a company-wide SEM platform is preferable for security, compliance and brand-consistency reasons. 

Our report shows that the SEM project winners will be those that support the best seller experience. The survey named the greatest barrier to success as “adoption by the sellers”. So successful SEM solutions will be those who focus on providing the optimal selling experience through superior integrations, an empathetic user interface, adaptability and device-flexibility.

We also show that SEM analytics and guidance will become mission-critical. A bad customer experience happens when sellers call on the wrong contacts at a bad time with unhelpful information. Companies will not only expect SEM system to avoid that scenario, they will prefer solutions that proactively generate an optimal experience for both parties.  

Who came out on top? The top five vendors rated by the users for SEM in 2020 are: 

1. Seismic
2. Clearslide
3. Showpad
4. Brainshark
5. Highspot

The vendors Accent Technologies, Apparound, Bigtincan, Mediafly, Pitcher, Prolifiq, SalesLoft, SalesSphere, SAP, and Zoomifier complete the list of vendors who were named by the 1,500 business professionals.

It is interesting to see the German vendor SaleSphere gaining a lot of ground into this global landscape – right into the Leader catagory on the matrix. This is due to accelerated adoption by European businesses impressed with their clever integrations of SEM to adjacent business processes like eCommerce and service, as well as their competence around GPDR.   

Remember, our research discovers a “vendor landscape” – those vendors most highly regarded by users for automation of the process (or family of processes) we discuss in the survey. The process I asked about was “helping sellers to engage their customers”. Due to geographical, segmentation and functional differences, it is not always a list of direct competitors. In fact, most respondents deploy at least two to cover their needs.

Several of these firms will be working with me over the next months to discuss the research in more detail as they realize that this is now not the time to be pitching product (even if there is great interest) but to be providing useful and compelling content and some thought leadership. 

If you would like to see more of the report, such as the individual vendor profile sheets and full scoring schema, please contact me.  

Always keeping you informed! Peter