Principal of GTM Strategy, Showpad

Showpad believes it's part of the fourth pillar of the technology marketing stack: storage (the cloud services where you keep all your data), CRM, marketing automation and sales enablement. The first three help manage a salesperson's activities, while sales enablement helps them to be more effective.

Their technology allows employees to share sales collateral. The material and its link to successful sales becomes part of how Showpad “learns” what works and what doesn’t, enabling them to suggest materials for a specific sales effort.

Showpad has ties to companies in over 50 countries, and in 2023, it released its Enablement Operating System product for its preexisting customers, a first-of-its-kind analytics and insights dashboard. In 2025, it was announced that American firm Vector Capital would buy Showpad, integrating it with another acquisition, Bigtincan Holdings. The latter would become part of Showpad, and together, the company would expand their geographic reach and product capabilities.