2 Notable Acquisitions in the Sales Enablement Market

By Amy Townsend

In the past few months, two notable acquisition announcements were made in the sales enablement market.

1. Seismic acquired Lessonly

2. Bigtincan acquired Brainshark 

This blog will discuss these acquisitions and what this means for the direction of the sales enablement market.  

What does this mean for the sales enablement market as we approach 2022?

Traditionally, a sales enablement platform was primarily a digital work hub, where sales teams could manage sales content and communication in one place. These two acquisitions show that sales enablement platforms are evolving into not only digital work hubs, but also learning hubs. 

The need to intelligently suggest curated content for individual sales professionals is driving the demand for sales enablement platforms to include learning software, such as Lessonly and Brainshark. 

Organizations need a consolidated solution to support their sales teams. They want a one-stop-shop for sales and marketing content, KPI measurement, coaching and learning, and more. 

By integrating learning software into their traditional platforms, both Seismic and Bigtincan are creating intelligent hubs that monitor employee performance and suggest content for areas that need improvement. This is ultimately expected to improve sales performance–ultimately improving company performance. 

Seismic’s Acquisition of Lessonly

Lessonly is a sales training and coaching tool that provides feedback on their teams’ performance, helping sales leaders improve productivity or build better sales processes to fit business needs. The solution also specializes in onboarding, to help managers onboard new members faster. By acquiring Lessonly, Seismic can develop a solution that provides users with sales and marketing content, as well as training and coaching lessons. 

Bigtincan’s Acquisition of Brainshark

With Brainshark in the Bigtincan solution, leaders can now visualize sales training and coaching performance alongside buyer engagement activities. This enables Bigtincan users to directly measure the impact of customer-facing initiatives on company performance. 

Bottom Line

Simply managing sales content is a thing of the past. Organizations need a way to manage digital sales assets, offer versatile training and coaching, and effectively measure performance. The two major acquisitions are a clear illustration of the evolution of the sales enablement market.