Showpad and Bigtincan to Merge: a New Titan emerges
Showpad and Bigtincan to Merge: a New Titan emerges
Hot on the heels of the recent Clari and Salesloft merger, the revenue enablement market is undergoing another significant transformation. Vector Capital has announced its acquisition of Showpad, which it will combine with its recent purchase, Bigtincan. This move creates a new global powerhouse in a market that continues to experience rapid growth and evolution. This blog provides Aragon Research’s analysis of what represents the start of the consolidation of the revenue enablement market.
Why Did Vector Capital Combine Bigtincan and Showpad?
Vector Capital, a private equity firm with a history of transformational technology investments, is merging two recognized market leaders to create a single, comprehensive platform. Bigtincan, a five-time leader in The Aragon Research Globe™ for Sales Enablement Platforms, brings a strong foundation in AI-powered solutions. Showpad brings its own impressive customer base and leadership in AI-driven revenue enablement technology. The combined entity, which will operate under the Showpad brand, aims to deliver a complete, AI-powered solution covering all aspects of the buyer-seller journey, leveraging shared R&D resources to accelerate innovation for a global customer base.
Analysis
This combination is a direct response to the market’s demand for more integrated and intelligent revenue enablement platforms. For too long, enterprises have had to stitch together disparate tools for content, coaching, and buyer engagement. This merger addresses that challenge head-on by uniting Bigtincan’s platform and AI strengths with Showpad’s powerful content and engagement capabilities. While it can be debated about which brand name to use, the decision was made to go with Showpad.
Aragon expects this move will create a formidable competitor that can deliver a true end-to-end solution. The consolidation significantly raises the stakes for other vendors in the space, who will now face increased pressure to either broaden their own platform capabilities or seek partnerships or to sell. This deal solidifies the trend toward AI-centric platforms as the future of revenue enablement.
Showpad has a strong install base in Europe and Bigtincan has the same in the United States. Together the two brands is a solid combination. We also think that there are growing opportunities for the firm in Agentic AI including but not limited to AI SDRs. Bigtincan’s Genie Assistant is well positioned to be expanded, as demand for Sales Coaching continues to grow.
What Should Enterprises Do About This News?
For enterprises, this consolidation warrants close attention. This is a development that organizations should watch carefully as the two companies integrate. For current customers of Bigtincan or Showpad, this merger signals a potentially stronger product roadmap and accelerated innovation. For enterprises currently in the market for a revenue enablement solution, the newly combined Showpad becomes a compelling offering that should be evaluated. It is critical for all organizations to understand how this new market leader will shape the future of buyer and seller engagement, particularly regarding its deep investment in AI.
Bottom Line
Vector Capital’s move to acquire and merge Showpad and Bigtincan represents a new phase of M&A in the revenue enablement market. By creating a new, global player with a comprehensive, AI-powered platform, this deal puts others on notice that the status quo may not be enough. Enterprises must recognize this shift and align their revenue strategies accordingly. The future of sales is an integrated platform, and this merger is a clear indicator that the market is rapidly moving to fulfill that vision.
Our Third Transform Tour for 2025 featuring our Predictions for 2026.
Join Betsy Burton, Jim Lundy and Adam Pease to hear where markets are going over the next three years.
Have a Comment on this?