2016 North American Market Size

2016 North American Sales Intelligence Market Sizing Model (Excel)

The Market Size of North American Sales Intelligence Vendors. Includes vendor product features, market share, and notes. GZ Consulting Copyright 2017.

$750.00

For the past few years, I have been sizing the North American Sales Intelligence Market.  This is the largest of the markets as Europe and AsiaPac are more fragmented (the UK is the only other mature market with Bureau van Dijk, Avention UK, Artesian Solutions, and DueDil offering full solutions).

In 2016, I estimated the market at $770 million with LinkedIn Sales Navigator as the top vendor.  While new firms continue to enter, the top ten firms (now eight following the 2017 acquisitions of Avention and RainKing) earn seven of every eight dollars in the industry.

I am making my market model available for license (See PayPal button at top) as an Excel spreadsheet.  It includes revenue numbers by company along with market share, key features, and notes.

The LinkedIn Market Share Section of the 2016 North American Sales Intelligence Market Sizing
The LinkedIn Market Share Section of the 2016 North American Sales Intelligence Market Sizing

I have also broken out two sub-categories: Predictive Analytics and Tech Sales Intelligence.  Predictive Analytics vendors continue to scuffle in the marketplace.  Last September, Gartner sized the global market at between $100 and $150 million.  I have gone back and forth on whether to include them in the larger sales intelligence space, but several of the sales intelligence vendors have added light predictive tools (e.g. Avention, DiscoverOrg, RainKing) while the predictive analytics companies have moved to add enrichment and provide more insights to sales reps.  As such, I see the two product categories moving towards each other so chose to include Lattice Engines, Leadspace, and similar firms.

The Tech Sales Intelligence category (e.g. DiscoverOrg, RainKing, Aberdeen, Corporate360) continues to show strong growth and makes up just over 15% of the market.  Both DiscoverOrg and RainKing have posted remarkable growth over the past few years and merged their efforts last month.  Post acquisition, they are the number three vendor in the space and may hit $120 million in 2017 revenue.  The new powerhouse has 4,000 customers and is looking to expand beyond technology sales to become a general purpose sales intelligence solution.

Acquiring RainKing should move DiscoverOrg well past Data.com (Salesforce) which will likely see declining 2017 revenue.  Salesforce has dropped the ball on Data.com.  They overpromised and under-delivered for years, relying on their ability to bundle the offering with other SFDC products.  As of last month, they are no longer able to deliver Dun & Bradstreet content (D&B WorldBase, Hoovers, and First Research) to new customers (legacy customers retain access).  Unless Data.com has a major content partner announcement at Dreamforce, it is likely to see significant revenue declines in 2017 and 2018 as customers switch to D&B Hoovers for Salesforce and other offerings.

Dun & Bradstreet re-established itself as the #2 vendor in the space with the January 2017 acquisition of Avention and the rebranding of Avention OneSource as D&B Hoovers.  Both companies have struggled to grow revenue with Avention growing slowly over the past few years and Hoovers declining.  However, infusing Avention products with Dun & Bradstreet content both reduces the underlying cost structure of Avention offerings and improves the depth and quality of the content.  Furthermore, Dun & Bradstreet has a much larger sales force which previously has lacked a credible global sales intelligence offering.  Hoovers classic generated nearly all of its revenue in the United States.  Over the next two years, expect to see significant revenue shift from Hoovers Classic to D&B Hoovers.

Three-Toed Sloth By Stefan Laube (Tauchgurke) - Public Domain.
Three-Toed Sloth By Stefan Laube (Tauchgurke) – Public Domain.

Finally, LinkedIn Sales Navigator has established itself as the clear number one vendor in market revenue.  The product didn’t exist five years ago and its competitors still tend to dismiss this gorilla in their midst.  How can they be missing the #1 vendor in the space?  Easy — the gorilla is well camouflaged and appears to be more of a three-toed sloth sleeping in the forest canopy.  Sales reps all use the freemium version of LinkedIn so give little thought to delve further when they ask “how are you obtaining your account intelligence today?” and the response is LinkedIn.  Thus, they enter LinkedIn as the competitor into their CRM, not Sales Navigator.  A few months later when they lose the opportunity, the rep then enters “no decision” into the CRM instead of recognizing a competitive loss.  I have been warning vendors in the space for years about this phenomenon, but they have failed to understand the threat of a gorilla that looks like a three-toed sloth.


N.B. Three-toed sloths inhabit Central and South America and gorillas Central Africa.  This is a metaphor.

 

 

 

Sales Intelligence Vendors in the Inc. 5000 List (2017)

Several Sales Intelligence and business data vendors made the 2017 Inc. 5000 list.
Several Sales Intelligence and business data vendors made the 2017 Inc. 5000 list.  Data from Inc. with analysis by GZ Consulting.

Inc. published its annual Inc 5000 list of fastest growing US private companies this week. Several firms covered by this newsletter made the list including Synthio, DiscoverOrg, RainKing, Zoominfo, and Pure Incubation. To qualify for the list, companies must be private and have at least $200,000 in 2013 revenue.

DiscoverOrg made the list for the seventh year in a row with 2016 revenues of $59.4 million, up $15 million. The firm is in a strong position to make the 2017 list as they closed 2016 with an ARR of $71 million. DiscoverOrg’s three-year Compound Average Growth Rate (CAGR) was 40%.

“Our mission remains focused on accelerating our customers’ pipeline and revenue growth—we can only grow when they grow,” said CEO Henry Schuck. “Since our inception 10 years ago, our customers have experienced the difference our unmatched data has on their own sales. Making the Inc. 5000 list for the seventh time is a reflection of their trust and of our mutual success.”

Along with financial growth, the company has continuously grown its editorial-based content while expanding the functional and integration capabilities of its service. While originally focused on providing company and IT executive profiles for US sales reps, the company has globalized its coverage, extended into marketing tools, and added additional job functions including sales, marketing, HR, and Product Management (TEDD) to its database. By including CRM and MAP connectors, analytical tools, and light predictive scoring, the firm has increased the value it provides to companies across a broader set of job functions (marketing, exec recruitment, strategic sales, and sales operations) and found additional ways to augment the value of each record. In so doing, they have been able to maintain a profitable, cash-flow positive growth trajectory over a decade.

“Only a tiny fraction of the nation’s companies have demonstrated such remarkably consistent high growth,” said Eric Schurenberg, President and Editor in Chief, Inc. Magazine. “This achievement truly puts DiscoverOrg in rarefied company.”

DiscoverOrg’s top competitor RainKing also made the list for the fourth consecutive year. 2016 revenue rose $6.9 million to $33.9 million. RainKing has a three-year CAGR of 29%.  Two weeks ago, DiscoverOrg acquired RainKing.

“This has been a transformational year for RainKing and this award is a recognition of the satisfaction of our customers and the accomplishments of our employees,” stated RainKing CEO John Stanfill. “We have had some significant accomplishments over the past twelve months which have helped fuel our growth, but the biggest factor in our success is our ability to help our customers grow their businesses faster.”

Among the recent content and platform enhancements were a new user interface, coverage expansion to 65,000 companies and one million executives, the launch of a Federal IT dataset, and rebranding. The firm also moved to larger office space in Bethesda, Maryland.

New York-based Madison Logic made the list for the fifth consecutive year with a three year CAGR of 43%. CEO Tom Regan said, “We’ve developed the only comprehensive account based marketing solution that unifies display advertising, lead generation and advanced measurement capabilities that enable marketers to achieve a quantifiable return on investment.”

Zoominfo, which was bought by private equity firm Great Hill Partners last week, had a three-year CAGR of 39% with 2016 revenue of $39.8 million. The firm successfully pivoted into marketing services a few years ago with contact data enrichment services, list building, web forms, segmentation analysis, and cluster analysis. The firm has over 5,000 enterprise clients.

“ZoomInfo’s positioned for staggering advancement on both the employee and technology front,” said CEO Yonatan Stern. “As we continue on this journey we are focused on creating even more value for our customers.”

Zoominfo was acquired by PE firm Great Hill Partners in August.

Other sales and marketing firms that repeated on the list were Pure Incubation (44% three-year CAGR), Synthio (111% three-year CAGR), and List Partners (27% three-year CAGR).


2016 List

News Alert: DiscoverOrg Acquires RainKing

DO plus RK

Marketing and Sales Intelligence vendor DiscoverOrg acquired RainKing on Friday and announced it this afternoon.  Both firms employ large editorial teams for building and maintaining company and contact datasets and technology platform details (e.g. vendors, products, project plans).  This is the second acquisition of a competitor by DiscoverOrg which bought iProfile two summers ago and quickly integrated iProfile’s international coverage into the DiscoverOrg universe.

According to Inc., RainKing posted 2016 revenue of $33.9 million, up $6.9 million.  Combined, the two firms had 2016 revenue of $88.3 million and a 160% three-year growth rate.  The combined firm has an Annual Recurring Revenue (ARR) in excess of $120 million.  DiscoverOrg’s 2016 end-of-year ARR was $71 million.

“The path to rapid revenue growth is paved with highly accurate, actionable, and predictive sales and marketing data, and the combination of RainKing and DiscoverOrg means that our joint customer base has access to an extraordinary portfolio of data, contextual buying insights, and predictive intelligence.  We are building a company that is to sales and marketing intelligence what Salesforce is to CRM.”

  • DiscoverOrg CEO Henry Shuck

The plan is to immediately merge their coverage into a single database delivered via both platforms.  RainKing customers will benefit from deeper coverage of non-IT execs (e.g. sales, marketing, HR, product management), the assignment of Customer Success Managers to their accounts, and access to DiscoverOrg’s TiLT training for SDRs.  DiscoverOrg users will benefit from deeper company and contact coverage, particularly in Europe, along with a larger editorial team building out and maintaining the combined database.  Both groups of customers will benefit from additional datasets in the DiscoverOrg research pipeline including a new one which will be announced in the next sixty days.

RainKing customers will continue on their current platform for at least a year until RainKing functionality is merged with that of DiscoverOrg.

The combined datasets will span over two million contacts and over 100,000 global companies.  As both firms maintain high quality data standards, DiscoverOrg’s 95% accuracy guarantee will be maintained.

The deal is a cash transaction, though DiscoverOrg did not reveal the price.

Schuck provides additional details on his vision for DiscoverOrg and the acquisition in this YouTube video:

GZ Consulting Take

I have been tracking DiscoverOrg and its CEO Henry Schuck for over a decade.  For a long time, I viewed them as a niche offering in the tech space competing against three other firms of roughly the same size (RainKing, iProfile, and SalesQuest).  Due to competition and the cost of editorial resources, I figured they would plateau in their market coverage below that of the Hoover’s editorial dataset of 43,000 companies.  With more exacting editorial standards and three direct competitors, it was difficult to see how the marginal cost of adding and maintaining the 40,000th profile was less than the marginal revenue for the 40,000th profile (Microeconomics 101 would contend that the rational firm would keep building additional profiles until MC = MR).

But I made several errors in my assumptions.  Most importantly, I built in the additional cost of editorially maintained content without properly understanding the value of the data to clients, particularly as DiscoverOrg and RainKing extended their functionality into the marketing department and added light predictive tools such as ranking and scoring of prospects.  Adding marketing and integration tools greatly increased the value of every profile within their databases and allowed clients to distribute the cost of licenses over both sales and marketing departments.  The advent of Big Data and Predictive Analytics also increased the value of high quality company and contact data within CRMs and MAPs.

DiscoverOrg and RainKing quickly outgrew their other competitors resulting in the acquisition of SalesQuest by Avention and iProfile by DiscoverOrg.  While other firms have entered the IT profiling market, they either focus on technographics (e.g. Datanyze, BuiltWith, HG Data) or remain much smaller (e.g. Corporate360).

Finally, the growth of ABM and a focus on top accounts increases the value of a top company database with rich targeting variables such as tech platforms and projects.  “As the market continues to move toward account-based engagement built on a deep understanding of buying centers, investing in high quality data has become even more critical,” opined John Donlon, Sr. Research Director at SiriusDecisions.  “Simply relying on information scraped from the web is not enough to succeed, but leveraging human-verified sales and marketing intelligence gives organizations a distinct advantage in all aspects of revenue generation.”

Initially, the merger is a win-win for the 4,000 DiscoverOrg and RainKing clients, immediately providing deeper company, contact, and technology opportunity coverage for their 70,000 clients.  It also provides a runway from which DiscoverOrg can quickly grow its coverage including RainKing’s new Federal IT dataset.  According to the firm, “Our roadmap is focused on accelerated data collection, deeper practical predictive intelligence, enhanced account-based marketing capabilities, and seamless data optimization and enrichment in CRM, marketing automation, and sales engagement tools.”

While DiscoverOrg could use the merger as an opportunity to raise prices, my guess is that prices will remain stable so that DiscoverOrg can position itself to take on sales and marketing intelligence vendors such as D&B Hoovers, InsideView, LinkedIn Sales Navigator, and Zoominfo.  However, if DiscoverOrg is going to become the Salesforce of sales and marketing intelligence, the firm needs to expand its non-IT content beyond executives to include strategic company and industry intelligence.  It is through the marriage of best-in-class executive intelligence (emails, direct dials, responsibilities, bios, social links, and org charts) with financials, filings, news, industry overviews, and SWOTs that DiscoverOrg will be able to go mano a mano with Dun & Bradstreet and LinkedIn in the broader sales intelligence market.  Under this scenario, DiscoverOrg can continue to build out its best-in-class content set while licensing non-core content from other vendors.

This has been a year of significant M&A activity which has reduced the number of sales intelligence datasets on the market.  Beyond DiscoverOrg/RainKing, Avention was acquired by Dun & Bradstreet to become their new D&B Hoovers platform (Dun & Bradstreet content fueling Avention’s functionality and connectors), Moody’s purchased Bureau van Dijk, Zoominfo was bought by PE firm Great Hill Partners, and Unomy was picked up by co-working company WeWork.  The result is the phase out of the old Hoovers platform, uncertainty about Bureau van Dijk’s commitment to its Mint sales platform, and the withdrawal of Unomy and RainKing from the market (they will continue on in the near term, but are no longer being marketed).  The future of Data.com is also in question as Salesforce has failed to announce a path forward for their AppExchange solution now that Dun & Bradstreet content is no longer available to new clients.

DiscoverOrg named “Great Place to Work”

DiscoverOrg was named a “Great Place to Work” with very high employee ratings for challenges, atmosphere, rewards, pride, communication, and bosses.  Employees lauded the firm for providing ‘the resources and equipment to do my job” (97%), management competence (95%), and recognition from management for “good work and extra effort” (93%).  Over the past year, the firm has grown employment by 39% to 353 employees and plans to add another 130 headcount in the coming twelve months.  DiscoverOrg has a 24% turnover rate over the past year.

“We built a culture that is based on making sure employees understand how their contribution drives the entire company forward,” said DiscoverOrg CEO Henry Schuck. “It’s not all about ping pong tables, video games, and happy hours. We believe that employees love coming to work at DiscoverOrg because they appreciate seeing their contribution, believe we’re doing important work, and are more fulfilled achieving new goals and learning new skills.”

In other news, DiscoverOrg once again made the Inc. 5000 list with a three-year CAGR of 40%.  This is the seventh consecutive year DiscoverOrg made the list.  2016 revenue hit $59.4 million and is likely to make the list once again this year as their December 2016 ARR clocked in at $71 million.

DiscoverOrg made the Inc. 5000 list for the seventh consecutive year.
DiscoverOrg made the Inc. 5000 list for the seventh consecutive year.

DiscoverOrg LaunchPoint Connector

Sales and marketing intelligence vendor DiscoverOrg released an enhanced version of their Marketo LaunchPoint connector which cleanses, appends, and enriches Marketo leads with DiscoverOrg lead intelligence.  A one-click synch feature matches and enriches leads with account and contact data.  DiscoverOrg has very high quality global company and contact intelligence gathered by their team of 250 multi-lingual editors.

“What makes this service truly unique is the power of our live researchers who are continually adding to and maintaining our database.  It is also found in the flexibility of how and which data points are managed. Users can choose from up to 70 unique data points, decide which fields should be overwritten, and how often this sync occurs. Marketers are also alerted when duplicate entries are found, and given the option to keep the original or overwrite it.”

  • DiscoverOrg VP of Product Management & Product Marketing Justin Withers

Lead enrichment can be executed on day-one of deployment and then scheduled on a weekly, bi-weekly, monthly, or quarterly basis.  The connector helps marketers “more quickly and effectively score leads and pass a more accurate and comprehensive view of the prospect over to the sales team.”

“Clean data is fundamental to engaging in relevant and personalized conversations with buyers. The new enhancements to DiscoverOrg’s connector will enable marketers to enrich their marketing programs so that they’re engaging customers when, where, and how they want to build lasting relationships,” said Shai Alfandary, business development VP at Marketo.

DiscoverOrg Supports field level update rules within Marketo LaunchPoint.
DiscoverOrg Supports field level update rules within Marketo LaunchPoint.

The service now supports field-level update rules, providing greater control to Marketo administrators over which fields are to be updated and when.  Thus, fields can be enriched upon creation, update, or only if the field is empty. 

DiscoverOrg also compares emails against its “database of known bounces” and replaces bad emails with verified email addresses.

“Dirty data leads to incredible challenges for the entire organization,” said DiscoverOrg CEO Henry Schuck.  “When bad data ruins a company’s reputation and lands a domain on blacklists, marketers put growth for the entire company in jeopardy. With these new features, customers are able to immediately improve the health of their marketing database – so that they can spend time creating revenue-generating programs, not worrying about whether bad data will sabotage their efforts,” says Henry Schuck, CEO of DiscoverOrg.

Artesian CEO on Sales Intelligence and being “Customer Curious”

The Artesian Solution Watchlist tags stories by trigger topics and allows users to filter by both triggers and topic cloud keywords.
The Artesian Solution Watchlist tags stories by trigger topics and allows users to filter by both triggers and topic cloud keywords.

Recently, I had the opportunity to sit down with Artesian Solutions CEO Andrew Yates and discuss topics including how they fit into the sales intelligence space and being “customer curious.”  Artesian provides a social selling solution for the UK, US, and Canada.  Their sales intelligence is delivered via a web browser, Salesforce.com, and their Ready mobile app.

This is the third interview excerpt.  Earlier this week, I posted blogs concerning Artesian’s 2016 US market entry and how artificial intelligence fits in the Artesian roadmap.


Michael: How do you view yourself versus firms in the sales intelligence space?

Andrew: I had a chat with [CEO] Henry [Schuck] from DiscoverOrg just recently. It took us a while to realize that we didn’t really compete with DiscoverOrg. We might compete for share of wallet.  Certainly, some of the words on the website are saying [similar things]. Fundamentally, we’re two different types of organizations.

I think there are companies that make data, curate data, sell access to curated data. I would include in addition to DiscoverOrg, RainKing and InsideView.

I talked to Henry. I said, “Somebody would buy your service because they would want to get the inside track on when the projects are coming up, on particular types of initiatives. Who’s who in the zoo? What’s their phone number and email address?” The stimulus would be, “I’m contacting you to talk to you about this project on which I can help you.” [That’s] The bit where we take over guiding the conversations which follow over the remainder of the sales cycle, we can do that.

We use natural language processing, machine-based learning and AI to take data from people who already aggregate it. Then we take it through our own process because there isn’t anything out there that has anything like the superior capabilities we’ve got around topic classification, tagging, and all the things that go with our value proposition. As I said to Henry, “We’re never really going to compete directly because we’ve got no intention of hiring a bunch of people to build various specific data.”

I think he’s on fire at the moment…In the States, there’s a real shortage of quality contact insight. Where we take over is where DiscoverOrg leaves off. At the point where you’ve identified an opportunity in a customer and then you want to build that relationship and keep that relationship going over time not just maybe sell them one product or service but sell them multiple products or services and keep going back. That’s the area we’re really, really good at.

Michael: Okay. Right, so basically being aware of what’s going on in that organization and maintaining the relationship.

Andrew: Yes. That’s why we look for organizations, customers that we sell to who have a relationship management model at their heart. This “customer curious” concept came from one of our customers, NetApp. The chap that was running Europe came up with the phrase. He drew me this picture and said, “There’s three ways we can differentiate ourselves in the market. We can differentiate ourselves with products,” he said. “And NetApp’s got the same product that three or four other companies have got. We can do it with price, but that’s a race to the bottom or we can do it with service. We want to do it with service, and we want to be the best. The best company in this space. We can have a product that is good or better than anyone else’s, but we’ll differentiate ourselves by being customer curious.”

There’s nothing like getting inspiration for where your headed from a customer.

Michael: This topic is near and dear to Salesforce CEO Mark Benioff: being customer obsessed.

Andrew: Yes. Being customer obsessed is where we try to complement Mark Benioff’s vision.  The Salesforce platform is an excellent system of record, and I think people buy CRM expecting it to help them sell, and it does. It helps them sell by getting more organized and orchestrated with the customer at the center, but it’s not a system of engagement. That’s really where we feel we come in as a complement and supplement to that system of record.


The interview will wrap up on Monday with a discussion of how Artesian maintains a very high engagement rate amongst its users.

DiscoverOrg Startup & SMB Dataset

"Building a Winning Dataset" from DiscoverOrg Collateral.
“Building a Winning Dataset” from DiscoverOrg Collateral.

Sales and Marketing intelligence vendor DiscoverOrg announced their latest database earlier today.  The new Startup and SMB dataset covers more than 60,000 small and mid-size businesses and 400,000 executives.  The initial North American coverage profiles companies with between 50 and 1,000 employees.

All of the contacts are editorially verified and will be maintained via the same sixty-day review cycles as their other contacts.  Executives cover “all key departments, including IT, Engineering, Marketing, Sales, Finance, HR, and Operations.”

“DiscoverOrg’s data difference is its team of 250+ researchers who constantly augment and verify the data in our platform,” notes Henry Schuck, DiscoverOrg CEO. “Unlike other vendors that provide SMB lists with thousands of irrelevant contacts, companies, and incomplete and duplicate records, the DiscoverOrg Startup & SMB dataset is as rich and accurate as our enterprise data.”

CMO Katie Bullard said that DiscoverOrg has “aggressive plans” to invest in SMB dataset development due to customer benefits.

With more companies, our researchers won’t have to skip over Triggers that they find through their research. We’re able to return a greater number of companies that use a certain technology, and our predictive tools like AccountView and DealPredict have larger reach with more matched accounts.

  • DiscoverOrg CMO Katie Bullard

The initial dataset is limited to North America as that is where they have the greatest current demand, but DiscoverOrg plans to internationalize the Startup and SMB dataset in the future.  While the goal is to cover all firms with at least 50 employees, the initial dataset consists of firms requested by their customers.

The press release noted how difficult it is to find reliable, actionable intelligence for SMB sales teams.  Along with company and executive profiles, the database provides 6,000 “research verified buying triggers” per month.

In smaller businesses without media coverage or press releases, almost none of the buying intent triggers that DiscoverOrg gathers – including planned investments, key projects, personnel moves, and internal spending budgets – is made available to the public. This is where DiscoverOrg’s team of researchers provides a clear advantage: While there are millions of registered companies in the US, the difficulty is identifying and gathering intelligence on the small percentage of these companies who are 1) legitimate entities and 2) have true spend / budget. By continuously verifying contact info, conducting interviews, and engaging in research activities, DiscoverOrg overcomes the shortcomings of web-scraping for hard-to-find data on the SMB space, ensuring the intelligence customers receive is highly relevant and immediately useful.

  • DiscoverOrg Press Release

“Sales and marketing teams that want to reach the SMB market have had a very difficult go of it,” said Nancy Nardin, President of advisory firm Smart Selling Tools. “There’s been a real dearth of verified, accurate data on SMBs, quite simply because it’s harder for data companies to get. DiscoverOrg is solving for this very real pain point by bringing their best-in-class research verification model to the SMB space. You can expect the same high-quality data you get from DiscoverOrg’s broad datasets. ”

Across all databases, DiscoverOrg now covers 1.5 million executives and 90,000 companies.  Customers may purchase access to the full database or various databases by job function, company size, or region.