Sales enablement firms Bigtincan and Showpad are set to merge under the ownership of Vector Capital, combining their operations to form a single global entity in the AI-driven sales enablement and revenue platform sector.
The merged organisation will operate under the Showpad brand and aims to capitalise on a market that is predicted to reach USD $12 billion by 2030. Bigtincan, which originated in Sydney, serves over 1,000 enterprise clients, including several Fortune 500 companies, and will remain involved as a core component of the group's research and development activities.
Deal structure
Vector Capital recently acquired Bigtincan and has now entered an agreement to acquire Showpad, a company with headquarters in Chicago and Ghent, Belgium. Upon completion, the two entities will combine their platforms, geographical assets, and resources to provide an AI-powered suite for sales and marketing teams working with large-scale, international customers.
Vector Capital's Chief Investment Officer and Managing Director, Amish Mehta, stated,
"The combination of Bigtincan with Showpad brings together best-in-class innovation and market leaders with thousands of customers. The combined company will lead the digital and AI-fueled buyer and seller engagement and drive a new generation of experiences that people and brands love."
The companies involved noted that the transaction is subject to customary closing conditions, including regulatory approval. While the financial terms have not been disclosed, major stakeholder Insight Partners will maintain its investment in the new company.
Customer impact
Bigtincan and Showpad both supply sales enablement platforms used extensively in enterprise environments. Showpad's platform is currently in use across more than 50 countries by firms such as Coca-Cola, Dow, DuPont, GE Healthcare, Kaiser Permanente, and Schneider Electric. The merger will integrate the strengths of both companies in content management, sales readiness, and AI-driven customer engagement.
Jim Hopkins, Chairman of Bigtincan, commented on the future focus of the combined R&D efforts, stating,
"We invested early and heavily in AI, and our combined global R&D resources will accelerate innovation so customers can rapidly reap the benefits of AI and emerging future innovations."
Echoing this, Hendrik Isebaert, Chief Executive Officer of Showpad, highlighted recent growth and anticipated benefits for clients:
"Our unwavering focus on driving success for customers fueled a record-breaking year of growth for Showpad in 2024. Together we will deliver a breadth of flexible solutions and an incredible team to help customers engage with buyers in new and creative ways they never thought possible."
Industry analysis
Third-party analysts see the merger as a significant event in the sector. Jim Lundy, Founder and Lead Analyst at Aragon Research, said,
"The merger of Showpad and Bigtincan represents a watershed moment for the sales enablement market. By uniting complementary strengths in content, readiness, and AI, the combined company is poised to deliver on the market's unmet demand for AI-centric sales enablement platforms that are easier to deploy, simpler to use and more impactful for revenue teams worldwide."
Bigtincan has achieved longstanding recognition, including being named a five-time leader in The Aragon Research Globe for Sales Enablement Platforms and has received several accolades for its AI and sales tools. Showpad also ranks highly in industry research and peer review reports, such as the Forrester Wave and Gartner Peer Insights.
Advisory and counsel
Vector Capital is being advised by Sidley Austin as legal counsel, Deloitte as tax advisor, and Alvarez & Marsal as financial advisor. Showpad is represented by Cleary Gottlieb Steen & Hamilton as legal counsel and TD Securities as financial advisor. The companies expect the deal to close in 2025, once all required approvals have been obtained.
Rob Amen, Managing Director at Vector Capital, commented on the long-term vision for the joint organisation:
"Vector Capital has a long history of building category-defining technology companies. Both companies bring impressive industry expertise and commitment to excellence. Together, they will continue to drive the future and set industry standards and best practices globally."
The planned merger is expected to consolidate both entities' positions in the expanding revenue enablement platform market, with continued commitment to research and global customer service.
