Trends & Insights

Seismic named a Leader in IDC MarketScape: Worldwide Sales Enablement Software 2023 Vendor Assessment

By Tony Smith — On 26 June 2023

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This month, IDC published its first-ever IDC MarketScape for Worldwide Sales Enablement Software 2023 Vendor Assessment (doc #US49707723, June 2023) report in which Seismic was named a Leader. The IDC MarketScape considered vendors based on three criteria: recurring revenue, customers, and software that supports content, training and coaching, and analytics.

This recognition is particularly meaningful given the IDC MarketScape's criteria for consideration and its vision for sales enablement. IDC is an influential firm, and we welcome their team's insights about our market. Let's dive into some of the highlights of the report below.

IDC MarketScape vendor analysis model is designed to provide an overview of the competitive fitness of ICT suppliers in a given market. The research methodology utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each vendor's position within a given market. The Capabilities score measures vendor product, go-to-market, and business execution in the short term. The Strategy score measures the alignment of vendor strategies with customer requirements in a 3-5-year timeframe. Vendor market share is represented by the size of the icons.

Personalization is a priority

Buying and selling have undergone significant changes since the start of the pandemic in 2020. Buyer journeys have increasingly shifted to digital channels, initially out of necessity. However, as buyers adapted to digital-first sales motions, this new normal became the preferred method of buying.

The IDC MarketScape notes how the movement to digital-first buying has changed the way sellers sell. Today's buyers want sales reps to serve as guides and advisors, and the best way to do that is with personalized content.

According to the IDC MarketScape, buyers today expect more from their sales experiences. "From branded collateral to unique, customized digital sales rooms, buyers expect experiences that are tailored to their needs. Robust sales enablement platforms can support customization efforts that are simple to implement and easily repeatable."

The IDC MarketScape recognized Seismic, which offers a comprehensive sales enablement solution called Seismic Enablement Cloud™ which has the ability to help organizations grow and support these initiatives.

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"Seismic's Enablement Cloud equips customer-facing teams with the right skills, content, tools, and insights to engage customers and grow revenue."

IDC MarketScape: Worldwide Sales Enablement Software 2023 Vendor Assessment

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The importance of AI/ML and data analytics

Artificial intelligence (AI) and machine learning (ML) are two of the most talked about technological advancements of 2023. The IDC MarketScape acknowledges that AI/ML's application in sales is still being realized.

According to the IDC MarketScape, "AI/ML should seamlessly integrate into existing workflows, drive task efficiency, and boost productivity. The most successful use case for AI and ML is that of a personal assistant or copilot for the rep — automating manual tasks, serving up timely training, recommending content, and providing real-time feedback during and after client meetings."

Our AI engine, Seismic Aura, is designed to assist sellers as they navigate through their deal cycles. The IDC MarketScape acknowledges that:

"Seismic’s utilization of machine learning is a key strength and a true differentiator … Being able to easily access the precise information at exactly the right time means reps can spend more of their valuable time doing what they do best: selling."

IDC MarketScape: Worldwide Sales Enablement Software 2023 Vendor Assessment

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The value of a robust partner ecosystem

Seismic prides itself on being a single destination for everything go-to-market organizations need to effectively engage with buyers and customers. The IDC MarketScape acknowledges the growth of a "toggle tax" which can occur when sellers need to navigate disparate tools to accomplish a given task.

The idea behind the Seismic Enablement Cloud™ is that sellers can access everything they need without having to leave the platform. Our partners help strengthen our platform's stickiness through strategic consulting and integrations that meet sellers where they already work, whether that's spending all day in their CRM, creating client presentations in Google Slides, or directly in Seismic.

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"Seismic’s Partner Program is extensive… Seismic offers companies access to a robust partner network that boasts over 150 strategic, consulting, and integration partners and a formal implementation partner certification program."

IDC MarketScape: Worldwide Sales Enablement Software 2023 Vendor Assessment

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What's next in sales enablement

The IDC MarketScape demonstrates just how much enablement has changed over the past few years, and the industry continues to rapidly evolve today. Just as the IDC MarketScape emphasized the importance of AI/ML in sales enablement, we believe this space will only continue to grow.

If you'd like to learn more about IDC MarketScape: Worldwide Sales Enablement Software 2023 Vendor Assessment, please download the excerpt today.

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Personalization is a priority