On May 2, 2023, Mindtickle announced its acquisition of Enable Us, a digital sales room software provider. 

This acquisition expands Mindtickle’s offerings—sales enablement, conversation intelligence, and sales training functionality—into a more buyer-centric focus by adding Enable Us’ digital sales room product.

Continued emphasis on enabling buyers

Mindtickle’s acquisition provides additional capabilities to its customers. 

It enables them to more efficiently engage with prospects, and the ever-growing buying committees typically seen in B2B purchasing decisions, by leveraging Enable Us’ digital sales room capabilities.

Mindtickle was previously in a partnership with Enable Us that allowed joint customers to seamlessly leverage Mindtickle’s sales content management capabilities with Enable Us’ digital sales room. This provided a streamlined approach to engaging buying committees in a transparent and impactful manner. This partnership was likely successful and a driver in the acquisition. 

Mindtickle’s CEO and co-founder, Krishna Depura stated,

“Through our partnership with Enable Us, we saw joint customers increase their content use by almost 200%. Also, deals where reps used mutual action plans with champions had three times higher win rates than deals where they were not used.”

This acquisition also comes just after Mindtickle announced additional enhancements to the product, known as their revenue productivity platform, which extends their capabilities to provide revenue intelligence and generative AI functionality. This further demonstrates their desire to support sellers in accelerating deals with key insights and supporting buyers through a personal and efficient digital sales room.

Digital sales room is gaining more traction 

In G2’s 2023 trends, we predicted the continued growth of digital sales room software. Mindtickle’s acquisition of Enable Us supports this prediction and the growing sentiment around this software category. Additionally, G2’s data based on real authentic reviews proves the increased adoption of these products.

As seen above, digital sales room software has seen tremendous growth in review counts in the last 12 months. Additionally, since June 2022, the category has seen 10 new entrants, with 42 products now listed, further demonstrating its growth.

Time to focus on buyers

As mentioned in G2’s 2023 trends in digital sales room software article, there will likely be a continued effort made to make the B2B purchasing experience easier for buyers through a transparent and streamlined process. 

Mindtickle’s acquisition of Enable Us may not be the last in this space, and it will be interesting to see how other vendors focus on not only providing resources to sellers but, more importantly—and especially during turbulent economic times—enabling buyers.

Edited by Jigmee Bhutia