2020 Gartner Market Guide for Sales Enablement Platforms

Updated for 2021: 2021 Gartner Market Guide for Sales Enablement Platforms

In the 2020 Market Guide for Sales Enablement Platforms, Gartner defines sales enablement platforms as tools that unite sales enablement functions with customer-facing sales execution.

With COVID-19 changing not only the sales landscape but how companies operate internally, it’s vital to select a sales enablement platform that not only supports but optimises several important use cases.

2020 gartner market guide for sales enablement platforms

These use cases include:

  • Customer-facing selling
  • Relationship selling
  • Seller onboarding
  • Continuous education/seller skills and proficiency training
  • Sales coaching
  • Partner relationship management/channel enablement
  • Inside sales/sales development representative process
  • Sales manager processes

With the growth and evolution of the sales enablement industry, many vendors currently offer more than one core capability such as content, training, and coaching. Gartner’s recommendation is to seek out a vendor with a holistic approach to sales enablement that is capable of supporting your organisation’s use cases and size – both in the near term and through the uncertainty of the future landscape.

Highspot is a representative vendor in Gartner’s 2020 Market Guide for Sales Enablement Platforms.

Gartner, Market Guide for Sales Enablement Platforms, Melissa Hilbert, Mark Paine, Alastair Woolcock, Theodore (Tad) Travis, 5 August 2020

Gartner does not endorse any vendor, product, or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organisation and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Related Resources

Webinar: The Modern Revenue Tech Stack
Enablement Strategy
Webinar: The Modern Revenue Tech Stack
Watch this webinar to learn how industry experts address common pain points and delve into the power of a modern revenue tech stack in overcoming these challenges.
Sales Playbook Blueprint to Unleash Sales Productivity
Enablement Strategy
Sales Playbook Blueprint to Unleash Sales Productivity
Learn how to build an effective sales playbook, measure and drive sales playbook adoption, and optimise sales performance.
The Power of Digital Sales Room for B2B Sales
Sales Strategy
The Power of Digital Sales Room for B2B Sales
Learn how digital sales rooms enhance buyer engagement, make relevant content accessible, and foster virtual collaboration for a personalised sales experience.