Meet the Star Cast: Founders Who Turned Selling Into an Art

Showpad was founded in 2011 in Ghent, Belgium, by Pieterjan (PJ) Bouten, Louis Jonckheere, and Peter Minne. The trio met while working at Netlog, a European social networking site. Their collaboration at Netlog sparked a shared interest in technology and entrepreneurship. 

Pieterjan Bouten

Pieterjan Bouten, often referred to as PJ, is a prominent entrepreneur and investor. He holds dual Master’s degrees in Communication Sciences and International Business. Before venturing into entrepreneurship, Bouten held leadership roles at Netlog, a Belgian social networking platform, and Accenture, a global professional services company. In 2022, Bouten transitioned from CEO to Executive Chairman of Showpad. He also became an active angel investor, supporting over 30 software companies such as Spendesk, Silverfin, Swan, and Growblocks. In 2024, Bouten launched Entourage, a $30 million venture studio and early-stage venture capital fund aimed at supporting European SaaS founders. (Pieterjan Bouten)

Peter Minne

Peter Minne is a highly regarded technologist and entrepreneur. He holds a Master’s degree in Computer Engineering from Hogeschool Gent. Over his tenure at Showpad, Peter served in several roles, including CTO, Product Manager, Engineering Lead, and Information Security Lead, contributing significantly to the platform’s technical and strategic development​. His early career included work as a full-stack web developer and IT consultant, where he developed web applications for high-profile clients, including MTV Europe. In recent years, Peter has dedicated a significant portion of his time to sustainability projects. (Peter Minne)

Louis Jonckheere

Louis Jonckheere is a distinguished entrepreneur and business leader. As Chief Product Officer (CPO) until 2022, he played a crucial role in shaping the product’s direction, leading the product, design, and engineering teams. Prior to co-founding his companies, Louis gained valuable experience as a Strategic Partnerships Manager at Netlog. Louis holds dual Master’s degrees in Law and Business. He continues to contribute to academia and serves on the board of directors of his alma mater, the Vlerick Business School in Belgium. (Louis Jonckheere)

The Founding Story 

In 2010, before starting Showpad, Bouten, Jonckheere, and Minne co-founded In The Pocket, a digital agency specializing in mobile app development. The idea for Showpad emerged from their work at In The Pocket. They noticed that businesses struggled to distribute content effectively to sales teams and track its usage. Recognizing this gap, they developed Showpad to provide a platform that organizes mobile content distribution with robust tracking and analytics.

Software Takes Center Stage: A Market That’s Anything but Static

The sales enablement software market has experienced significant growth in recent years, driven by the increasing need for businesses to enhance their sales processes and improve customer engagement. In 2021, the global sales enablement software market was valued at approximately USD 2.0 billion. Projections indicate that this market will reach around USD 11.55 billion by 2031, growing at a compound annual growth rate (CAGR) of 19.4% from 2022 to 2031. (Transparency Market Research)

This growth is attributed to several factors, including the rising adoption of digital tools across various industries and the increasing importance of personalized customer experiences. Sales enablement platforms provide sales teams with the necessary content, tools, and information to engage buyers effectively, aligning marketing and sales operations to enhance overall productivity. The integration of advanced technologies such as artificial intelligence (AI) and machine learning into these platforms has further propelled market expansion by offering predictive analytics and real-time insights.

Regionally, North America holds a prominent share of the sales enablement software market, driven by the presence of numerous businesses and a strong focus on technological advancements. The Asia-Pacific region is expected to exhibit notable growth during the forecast period, owing to rapid economic development and increased adoption of digital technologies in countries like China and India.

Mission Possible: Solving Sales Puzzles with Showpad’s Playbook

Showpad aims to empower sales and marketing teams to align with modern buyer expectations. Their mission is to enable these teams to “sell the way buyers want to buy,” emphasizing the importance of delivering tailored and engaging buyer experiences. The company envisions a marketplace where superior buyer experiences prevail, recognizing that today’s consumers expect personalized and seamless interactions. Showpad addresses this by providing tools that help sellers become trusted advisors, ensuring buyers can make informed decisions efficiently.

Showpad tackles several challenges in the sales process:

• Content Management: Sales teams often struggle to find and utilize the right content at the right time. Showpad’s platform centralizes sales materials, making it easier for teams to access and share relevant information with prospects.
• Sales and Marketing Alignment: Misalignment between sales and marketing can lead to inconsistent messaging and missed opportunities. Showpad fosters collaboration between these departments, ensuring cohesive strategies and unified communication.
• Buyer Engagement: Engaging buyers effectively is crucial in a competitive market. Showpad equips sales teams with interactive tools and insights to create compelling buyer experiences, enhancing engagement and driving conversions.

Showpad operates on a subscription-based business model, offering tiered pricing plans that scale according to the number of users and the level of functionality required. This approach provides a predictable revenue stream while allowing customers to select plans that best fit their organizational needs. Additionally, Showpad generates income through premium services such as advanced customization, dedicated customer support, and additional training and consulting services.

By integrating content management, training, coaching, and analytics into a single platform, Showpad delivers a comprehensive solution that enhances sales productivity and buyer engagement. This holistic approach enables organizations to centralize their sales content, ensuring that sales teams have instant access to the most relevant materials anytime and anywhere.

Features That Seal the Deal: Showpad’s Toolkit of Wonders

Showpad provides a comprehensive suite of tools and features to empower sales and marketing teams, streamline buyer engagement, and optimize training and coaching processes. It positions itself as a leader in sales enablement by offering tailored solutions for various stages of the buyer journey.

Showpad eOS®: A Unified Platform

Showpad’s Enablement Operating System (eOS®) serves as the core of its offerings. It bridges sales and marketing efforts by aligning teams around impactful content, providing advanced training tools, and delivering actionable insights. This unified platform ensures a seamless and collaborative environment that enhances seller productivity and buyer engagement​.

Sales Content Management

Showpad’s content management tools enable teams to organize, access, and share sales content efficiently. Features include:

• Centralized Content Repository: A single source of truth for all sales materials, ensuring quick and easy access.
• AI-Powered Workflows: Automates content curation and updates, ensuring relevance and compliance.
• Personalization and Collaboration: Tools like dynamic digital showrooms and Shared Spaces allow for tailored buyer interactions and collaborative decision-making.
• Analytics: Connects content performance to sales outcomes, helping teams invest in strategies that yield the best results​.

Showpad Coach: Training and Development

Showpad Coach focuses on onboarding, training, and coaching sales teams to enhance their effectiveness. Key capabilities include:

• Scalable Onboarding: Structured programs that equip new hires with essential knowledge.
• Interactive Learning: Bite-sized courses, real-world assignments, and video-based learning paths engage sellers effectively.
• AI-Driven Coaching: Features like PitchAI provide instant feedback on pitches, helping sellers refine their skills.
• Performance Insights: Analytics tie training efforts to business outcomes, such as reduced ramp time and improved win rates​.

Buyer Engagement Tools

Showpad enhances buyer-seller interactions through personalized and immersive communication tools:

• Video Integration: Showpad Video enables asynchronous communication, adding a personal touch to email outreach and presentations.
• Shared Spaces: Customizable digital sales rooms allow buyers and sellers to collaborate on action plans and share feedback in real time.
• Storytelling Formats: Tools to create engaging, branded content that resonates with diverse buying teams​

Advanced Integrations

Showpad seamlessly integrates with essential platforms like CRMs, marketing automation systems, and email tools. These integrations ensure:

• Content Syncing: Automated updates across systems.
• Enhanced Workflows: Tailored recommendations based on sales data.
• API and SDK: Custom solutions for unique sales enablement needs.

Showpad AI: Intelligent Assistance

Showpad leverages AI to elevate its platform’s capabilities:

• Smart Search: AI-powered search delivers instant answers and deeper context.
• Content Optimization: Identifies duplicate materials and ensures only the best resources are used.
• Training and Insights: Generates AI-driven content summaries, training materials, and actionable insights to optimize team performance​.

Behind the Curtain: The Tech Magic Powering Showpad’s Show

What is Sales Enablement Software?

Sales enablement software is a suite of tools designed to help sales teams streamline their processes, access relevant content, and engage with buyers more effectively. The primary goal is to align marketing and sales efforts, optimize buyer interactions, and drive revenue growth. This software provides sellers with resources like training modules, content libraries, analytics, and communication tools to improve their efficiency and effectiveness throughout the sales cycle. By centralizing resources and offering real-time access to relevant information, sales enablement platforms like Showpad empower sellers to close deals faster and cater to the specific needs of their buyers.

Showpad’s Enablement Operating System (eOS®) is a comprehensive platform that integrates content management, training, coaching, and buyer engagement tools. It centralizes sales content, making it easily accessible and shareable, and offers training modules to improve seller effectiveness. The platform also provides analytics to track content performance and buyer interactions, enabling data-driven decisions.

A key innovation of Showpad is its use of artificial intelligence (AI) to enhance sales processes. AI-powered features offer insights and recommendations, helping sales teams engage buyers more effectively. For example, AI can analyze buyer behavior to suggest the most relevant content for a particular prospect, increasing the likelihood of a successful engagement. 

The Award-Winning Act: Showpad’s Standing Ovation

Showpad has empowered numerous organizations to improve buyer interactions and drive revenue growth. In 2018, during Transform18—North America’s largest sales enablement conference—Showpad introduced the Transform Excellence Awards. This program honored customers and partners demonstrating exceptional sales enablement deployments. (Showpad)

In 2021, G2, a renowned peer-to-peer review platform, ranked Showpad among the top ten in multiple categories of its Best Software Lists. Showpad secured the 10th position in the Best Software Products list and 6th in the Best Sales Products category. These rankings were based on positive user reviews, reflecting high customer satisfaction and a strong market presence. (Showpad G2)

Showpad’s commitment to fostering a positive workplace culture has also been recognized. In 2023, Built In honored Showpad in its Best Places to Work lists. Furthermore, Showpad’s platform has enabled clients to achieve notable successes. For instance, CooperVision utilized Showpad’s tools to develop the ‘CooperVision Advantage Experience,’ a digital business development toolkit. This innovation earned CooperVision the Gold award for Best Innovation and the Silver award for Best Use of Digital in the Healthcare and Pharmaceutical Sector at the 2024 Digital Impact Awards. (CooperVision)

Power in Numbers: Partnerships That Make Showpad a Crowd Favorite

Showpad has established a robust network of partnerships and collaborations to enhance its sales enablement platform and deliver comprehensive solutions to its clients. These alliances include technology integrations and solution partnerships, each contributing to the platform’s versatility and effectiveness.

Technology Partnerships

Showpad collaborates with leading technology providers to ensure seamless integration and expanded functionality. Notable technology partners include: (Showpad)

• Salesforce: Integration with Salesforce’s customer relationship management platform allows users to access Showpad’s features within their existing CRM workflows, enhancing sales efficiency.
• Microsoft: The partnership with Microsoft enables integration with tools like Microsoft Dynamics 365, facilitating streamlined data flow and improved sales processes. (Microsoft Integration)
• Apple: Collaboration with Apple focuses on leveraging iOS devices to deliver engaging sales experiences through Showpad’s mobile applications.
• Outreach: Integration with Outreach’s sales engagement platform helps users deliver the right content in every interaction and track its impact on revenue.

Solution Partnerships

Showpad’s solution partners provide complementary services that enhance the platform’s capabilities. These partners offer expertise in areas such as sales training, content creation, and digital transformation. Notable solution partners include: (Showpad Solution Partnerships)

• Imparta: This partnership integrates Imparta’s sales training methodologies into Showpad’s platform, offering clients flexible access to award-winning sales training within their daily workflows. (Imparta)
• Bridge: Collaborating with Bridge enables Showpad to deliver better sales and marketing alignment, with expertise in technology, content, training, and strategy.
• Minds&More: This partnership focuses on developing sales and marketing competencies, with a specific emphasis on sales enablement, to help companies achieve more growth.

Partner Ecosystem and App Studio

In 2022, Showpad launched its Enablement Operating System (eOS™), App Studio, and Partner Ecosystem. This initiative allows partners to build custom applications and integrations on the Showpad platform, enhancing its extensibility and enabling tailored solutions for diverse business needs. (SalesTechStar)

The Bottom Line: Showpad’s Financials Hits High Notes

Showpad has raised a total of $180 million in equity funding across six rounds. Showpad’s funding journey showcases support from prominent institutional investors and strategic facilitators.

Series D and Debt Financing (2019)

On June 25, 2019, Showpad raised $70 million in a Series D funding round. This round was led by Dawn Capital, Insight Partners, Hummingbird Ventures, and Korelya Capital. The funds were aimed at accelerating Showpad’s global expansion and further enhancing its Enablement Operating System (eOS®). Additionally, on the same date, Showpad secured an undisclosed amount of conventional debt from SVB (Silicon Valley Bank) to support its operations and growth initiatives.

Series C (2018)

Showpad experienced a major boost in 2018 with two significant Series C funding events. On June 1, 2018, the company raised $4.6 million, followed by a larger $25 million round on January 24, 2018. Insight Partners led the $25 million investment, with Agile Equity facilitating the process. 

Series C (2016)

On May 19, 2016, Showpad closed a $50 million Series C funding round. Insight Partners, Dawn Capital, and Hummingbird Ventures contributed to this significant investment, which was also facilitated by Agile Equity.

Series B (2014)

In its Series B round on November 6, 2014, Showpad raised $8.5 million from Dawn Capital and Hummingbird Ventures. This funding helped Showpad refine its platform and expand its presence in key markets, particularly in Europe and North America.

Series A (2013)

Showpad began its funding journey with a $2 million Series A round on March 28, 2013. Hummingbird Ventures led this initial investment, which provided the foundation for developing Showpad’s innovative sales enablement platform. The funds supported early product development and market entry efforts. 

Revenue

Showpad, founded in 2011, has demonstrated consistent revenue growth over the years. In 2017, the company reported $20 million in revenue, which increased to $30 million in 2018. This upward trajectory continued with revenues of $53 million in 2019, $78 million in 2020, and $85 million in 2021. By 2022, Showpad’s revenue reached $89.3 million, and in 2023, it climbed to $98.6 million. In 2024, the company achieved a significant milestone with revenues hitting $145 million. (Latka)

The Final Bow: Lessons, Inspiration, and the Next Step to Success

Showpad is a sales enablement platform that equips sales teams with the tools and resources needed to engage buyers effectively and close deals efficiently. It integrates content management, training, coaching, and analytics into a unified system, enhancing the alignment between sales and marketing teams. At its core, Showpad’s Enablement Operating System (eOS®) serves as a centralized hub where sales representatives can access up-to-date marketing materials, product information, and training resources.

Showpad’s flexibility is evident in its ability to integrate seamlessly with existing workflows and technologies, including customer relationship management (CRM) systems and marketing automation tools. This adaptability allows organizations to adopt Showpad without overhauling their current processes, facilitating smoother implementation and higher user adoption. 

If you have a problem worth solving, don’t wait. Take inspiration from Showpad and build your solution. Loved learning about Showpad? Venture Kites has more inspiring stories and insights about startups, innovations, and success. Dive into articles that motivate and educate. Who knows? You might discover the spark for your next big idea.